Do you know where your company’s reputation, credibility and expertise currently stand in your market? If not, you need to find out. If your reputation is stellar, you will want to feature that fact in other aspects your marketing, content and social media plan. If your reputation is weak or your credibility is poor, it’s imperative that those problems be addressed before moving on to any marketing endeavor.
There are several ways to find out where you stand. The first step is to survey your past customers (if you didn’t do so at the completion of their project).
Sending a survey is a passive approach and is unlikely to get a strong response. The best method is to have someone from your company who has great telephone and customer service skills get on the phone with past customers and find out how happy they are with the project you did. If the project was done well, the customer will be happy to tell you how much they like their new kitchen, new deck, etc. If the project was not done well, they be even more vocal. Take heart, this will give you a starting point to understand the quality (or lack of) that you’re delivering. Knowing truly is half the battle.
Employees are also a good source of information to help you understand how your company is doing. They often talk to customers and among themselves. If approached in an easy-going, inquisitive manner and if you are sincere about running the best company possible, your employees will be a good source of information.
Angie’s List, Yelp and other review site are a great way to find out how consumers are rating your products and service. These consumer driven websites provide service ratings and offer contractors the opportunity to respond to them. The way you handle these reviews is critical. We have all seen customers who get on review sites to bad mouth a contractor. Handle those people with grace and you will
Look to the media
Has your company been highlighted in the local newspaper or on the local television stations? Media coverage reaches a very wide audience, so if your company has been highlighted in a news story, you need to know about it because the news comments will definitely come up from prospects. To find an article or news blurb about your company, go to the website of the newspaper or television station and search their archived stories. Even better, set a Google alert for your business name to stay on top of coverage in real time.
Always room for improvement
After your surveys and research, if you find that your company gets good reviews – that’s great and a good start for your marketing focus. But do not become complacent. There is always room for improvement.