4 Things Your Customers Can Help You Discover About Your Brand
An iPhone isn’t just any phone, it’s an Apple. People don’t just search for information online, they Google it and if someone is thirsty? They ask for a Coke.
What’s the difference? The brand, of course.
Your brand is your company. Everything that your current and future customers think, know, and feel about your enterprise is wrapped up in your brand, so it’s critical to understand what this intangible asset represents to those whom you would have buy it.
The Vital Signs - Brand Health
A brand is a living, breathing thing, constantly evolving (or devolving if you’re not paying proper attention). To gauge its overall health, you need to check its vital signs, so to speak, to understand what’s working and what’s not.
An online community can help your brand do just that. Using surveys, live chats, billboarding and other tools, a community affords you an insiders’ view of how your brand is really doing in the marketplace, what people are actually thinking about it – not just what you think they think about it. You can learn things, such as the degree of awareness associated with your brand or which elements of your brand’s credibility are strong or lacking.
Walk a Mile in Their Shoes – The Customer Experience
Companies go to great lengths to create a customer experience that makes people regard their product or service favorably. They strive for an experience that promotes loyalty, encourages repeat purchases and prompts enthusiasm by getting customers to recommend it to friends, family, and others in their social network. But, what you think customers are experiencing and what they think they are experiencing are, all too often, two entirely different things.
The discovery process an online community facilitates can run the gamut of the shopping process. You can watch as they evaluate products and services before buying. You can learn how they use your products and services. You can even gain a vantage point from the highest level down to the nitty-gritty details of the customer experience. Do they use the products the way you thought they would? Are the features you consider valuable important to customers too? Your community will show you.
Get the Message – Message Testing
Hitting the mark with your messaging can be tricky. The problem is the message you’re hoping to convey to customers and prospects doesn’t always get through, or it gets misinterpreted, or worse, hijacked.
How do you know which messages you’re promoting are being read? Properly understood? Acted on? Passed along?
Testing your messaging with your trusted advisors before publishing it to the world and getting candid feedback can help you determine how each component of the messages resonates. Investing in message testing via your community can pay huge dividends.
You can uncover things such as which causes are important to your customer community and which are not. You might learn that a messaging element you thought would click with consumers is barely getting any clicks at all and save your budget – and a ton of time – by putting your marketing dollars where they will do the most good.
It’s All About Reputation – Corporate Reputation
What people think and feel about you as a corporate citizen is core to your company’s longevity. You don’t just have to be good at what you do and sell; you have to be caring and supportive to the community and world you serve. Knowing what your customers and your community value most can help you be a better corporate citizen.
Building a community of customers can help you evaluate and guide decisions regarding your contributions to worthy causes; your commitment to producing goods and services that enhance society’s best interests; the degree to which you innovate; and how well you treat and care for your employees. Their feedback and guidance will help you to grow a more successful company and reputation.
What Will You Discover?
Discovery is critical to your marketing. With an online community you have the tools you need to candidly connect with your customers to gain the insights you need to improve your marketing and drive revenues higher as quickly and efficiently as possible.
Learn more about the discoveries you can make with a private, online community by dowloading our free white paper.