Developing, maintaining and marketing a five-star reputation is the primary key to local branding. You can out-spend your competition on adverting to develop a brand identity. You can out-spend the competition with quality on-lines strategies. However, if you are not dedicated to building and marketing a stellar reputation you will undermine all of your local branding and marketing activities. Recently, I had the privilege to see the results of a focus group. The participants had to choose who they would contact first… Over half chose the business with the great 5-star reputation. Just over 1/4 chose the business with the cheapest price and just under 20% chose the business that came up first in the search results. ATTENTION…. this is a major C-change! This research is indicating that internet users are becoming more and more savvy… The big take-away for me was this: If you want to maximize your on-line marketing and in the process develop my local branding, you need to do three thing:
- Develop a stellar reputation and market it.
- Develop a great offer that will be irresistible – especially if you can offer something that is not expensive and has a value that is much more than the price. A reasonable price and a great value makes the decision easy and allows the customer to experience your products and services with very little risk. When handled properly, the customer’s trust in you grows.
- Invest in ranking high enough so that prospective buyers can find my reputation and offer.
Simply put this is a 3 step process to winning on-line. In the end, your 5-star reputation is the key to ROI and to developing quality local brand.
Author: Al Garlick
Topic: local branding