It’s just as important to find out what your customers don’t want as knowing what they do want. Avoiding the pitfalls that will drive your customers away, can save you hours of extra work and back peddling.
Here are a few things to avoid:
Same old, same old: It doesn’t matter if you don’t think you have anything else to say or if you really want to press a point. Use variety. Specifically, don’t post the same status update or tweet every hour. Having the same thing show up in your newsfeed ten times, gets a little irritating. If you don’t want to get blocked, change it up.
Spam: This is similar to the same old, same old rule, but not. Email marketing is extremely effective, especially if you can get people to willingly sign up for newsletter and updates. But you can quickly turn that relationship sour by overstaying your welcome or stopping by too often. Monthly newsletters and biweekly updates are usually sufficient.
A lecture: Unless your business is the selling of your opinion, you should probably avoid it. There’s a difference between a professional opinion and your personal opinion. Be aware of the difference. Your professional opinion is what people want, but if it has nothing to do with your profession, don’t express your opinion.
Dishonesty: Don’t inflate your skills or experience. Customers want to know exactly who they are dealing with. If there is one thing that will send customers running for the hills, it’s the hint of dishonesty. Don’t cover up a scandal. You’d get better results by confronting any issues head on.
Difficult to navigate websites: If people can’t find what they are looking for one your website, they will go somewhere else. When creating your website, this should be your number one priority. Good content is only useful if your customers can find it. Take the time to make sure everything on your website works. Your customers will be grateful.
That being said, you should also make sure your website can be viewed on mobile devices.
Bad customer service: Oh, yes. You can give bad customer service, even online. If your customer isn’t happy, you should take the time to find out why. It’s possible and even likely that your customers aren’t always going to be right. That doesn’t mean you can’t be professional and polite.
Drama: Don’t get involved. It doesn’t matter what you are selling are promoting there are people who get their kicks and giggles from causing drama online. Don’t get involved. Often a discussion will morph into something completely different. People can get quite ugly online. Stay out of it. By all means delete information that is inappropriate or could cause problems but choose wisely when responding to inflammatory comments.
If you pay attention to what your customers don’t want, it will make it that much easier to know what your customers do want. And, you’ll be less likely to watch your numbers drop.
photo by: adactio