Is Your Company Remarkable?

While this may seem an odd question, let me first say that "remarkable" in this context isn't about your products being extraordinary, amazing, or astonishing (although that doesn't hurt), what I am referring to is "worthy of attention and discussion". With more than 30,000 consumer goods being introduced in the United States each year, creating products/services that are remarkable is not only essential, but vital to your company's longevity.

As business owners we are well aware of the influence of social media and review websites, but do we give enough consideration to the quality of our marketing content, customer engagement, and relationship management? The constant onslaught of marketing and advertising has caused our customers and prospective customers to become experts in ignoring irrelevant stimuli and to seek the opinions of friends, family, and general consensus when trying new products.

Marketing Content

More specifically, social media (Facebook, Instagram, Snapchat, Tumblr) should be viewed as an introduction to you, what your values are, why you do what you do, and various aspects of your personality. Remember, people don't buy from people they don't like or trust, so if all they know about you is which widget you sell, then chances are your social marketing is not very successful. Use social media as a way to create enough interest in you that they visit your website, which is where they can learn all about your company and your products.

Customer Engagement

Your website should be rich with information regarding current trends in your industry, interesting facts regarding how your products is used, and listicles. Don't be afraid to address controversial issues regarding your product or industry because it will be viewed as genuine and very credible. Use surveys and consumer driven product conversations to gain a better idea of what you customers are really looking for and under which circumstances they will make a purchase.  Respond to every review or comment left about your company and/or products and always thank the person for taking the time to leave a comment (good or bad).

Relationship Management

Take care of your customers!! Remove policies that make it difficult to do business with you. I recently had fraudulent activity in my checking account, when I called my insurance company to give them the new account number and payment, they told me they were not allowed to take payment over the phone. Two weeks later I noticed the payment had not been drafted from my account and when I called they told me the policy lapsed for lack of payment. Needless to say, I have another insurer, but the point is they made it very difficult to remain their customer.

What makes a company "remarkable" is the total experience customers have with your business. Whether sharing a post of a sunset you posted while on vacation or telling friends about your exceptional customer service, failure to continually be relevant and excellent in the eyes of your customers and prospective customers will result in you becoming another thing to be ignored.