One of the hardest things to do for many businesses is gathering relevant and interesting content for their website or their social media posts. In an article entitled “How to Get Website Content from Your Fans” from Marketing Land, content marketing expert Arnie Kuenn discusses some practical ways to generate new and relevant content from your customers.
That’s a pretty big number right? Well that is the number of search results that came up when a search for “auto repair Philadelphia” was typed into Google.
Why am I saying anything about this and why should you care? Well, imagine that you own an auto repair shop in Philadelphia, and you’ve done a pretty good job of posting your business all over the internet. Now imagine your nearest competition has not done quite as well with the online listings, but his website is dynamic and he is offering some great cost savings and loyalty incentives on his website. Even if you do a great job leading people to your site, you are most likely missing a great opportunity to gain business by not offering specials, coupons or loyalty programs on your website. Your competition is likely to steal many potential customers away from you.
Let’s say, hypothetically, that you offer 10% off any major auto repair over $200. Not bad. You may say, “That’s too much off during this economy.” Well, with that coupon, you may have just gained 10 new customers that average $400 in repair costs. Now give them back $40 each to cover the 10% off coupon. How does ending up with an additional $3,600 in your pocket sound? It sounds pretty good to me too.
There is no better way to gain a following online than maintaining proper online customer support and interaction. This doesn’t mean answering the feedback you get on Facebook once a week. I mean really going out of your way to stay on top of your social media and customer review site listings. Make sure you not only answer quickly, but you know what you are talking about when you give them an answer.
How often have you seen personal posts from the owner of a business on the business Facebook page? What was the first thought that came to your mind? If you are like me and the vast majority of Facebook users, that business just lost a little credibility in your mind due to their lack of professionalism.
I am not saying that you aren’t allowed to create a comfortable atmosphere for your customers to speak their mind, I am saying there is a time and a place for everything. Your business page is not the place, and a public message forum should never be a place for questionable material, personal conversations, or family matters.
Your business page should be a forum for your clients to tell you exactly how your business is performing. Take full advantage of the feedback you receive. If your customers are all saying that your pizza sauce is too salty, change it and thank them for the feedback. If your clients say that your salon offers the best keratin treatments at a great price, thank them sincerely and tell them to let their friends know. Use your Facebook page to establish a good, professional relationship with your customers and if need be, make sure your friends know to contact you on your personal page instead.
When thinking of your website and what it needs to succeed, think of it as a baby. A baby needs constant attention, it needs food to grow and remain healthy, and it needs to be changed frequently. Your goal as a parent or caregiver is to help the baby as it learns, and adapts to its surroundings.
Your website is no different. Just as a baby needs food, your website hungers for updated and interesting content. It wants to grow and succeed and it needs the food that will bring it more traffic and more inbound and outbound links. Your site also needs to be changed to fit the needs and desires of your target audience and to allow for browser upgrades and technology advancements. Remove old and outdated content and keep your website fresh and clean. When you take the steps to maintain and update your website, you will see it grow and flourish.
According to Basekit.com there are some common steps to keeping your site fresh and current. Take a moment to view them here.