Ten years ago, people perceived brands differently. We relied on businesses to supply us with information, and we accepted what they told us. Now, we have choices and can perform our own research before making purchasing decisions. This means that online research dictates how we perceive different companies.
We now use multiple “touchpoints” when making purchases. A touchpoint is a place where people go to research information. Many pet owners start with Google, online reviews, corporate websites, Facebook, Twitter, and blogs. When strung together, these touchpoints form a “marketing circle.” At Beyond Indigo, we strive to keep pet owners in your marketing circle. All aspects of your marketing circle should be consistent. This means that one person should be in charge of your brand and your content. Many people can implement your message, but one person should oversee it.
Google now focuses on local search for businesses, which offers a complete snapshot with online reviews, Google+, Facebook posts, Twitter feeds, and blog comments. Facebook and Twitter aid brand recognition and consumer engagement. A new study by aytm.com found that people prefer brand updates via Facebook and Twitter instead of email. It also found that 58% of Facebook users have liked a brand, 42% of people have mentioned a brand in a status update, and 41% have shared a brand link, story, or video.
Remember that your brand’s reputation is crucial to gaining and keeping clients. It’s an investment that takes time, effort, and money — but it pays off handsomely. The first step is taking an inventory of your online brand reputation. We’re here to help. For a free personalized consultation, visit beyondindigopets.com/contact.
Upcoming Free Webinars
Facebook Alone Is Not Enough
February 22, 2012: 12:00 to 12:30 p.m. CST
Even if you have an active Facebook page that engages regularly with fans, you still need an interactive website. This free 30-minute webinar will discuss what works for your business on Facebook, what should be on your website, and how to cope with changes in the social media landscape.
February 29, 2012: 12:00 to 12:30 p.m. CST
Now more than ever, people rely on online reviews to make all sorts of purchasing decisions. Join this session to learn everything you need to know about creating, generating, and maximizing online reviews. We’ll also cover how and where people review your practice, how the “review cycle” works, and how to improve your overall review rating.
Visit www.beyondindigopets.com/webinars to sign up.
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