want to keep in touch with. Unless they
object, plan a series of points when you
will send or do something that keeps you
very much in their mind.
It should be at a frequency they’d like
and the content you use, from the bank
you are building, should be very relevant
to their interests/situation. Remember
to select the medium, content and style
that they are most likely to interact with
- use contact with them to find out their
preferences and build a dialogue.
If you are planning to do email
communications, do ensure you have their
approval as the forthcoming General Data
Protection Regulation changes will require
you to be able to prove they actively opted
into your communication.
Lots of businesses in-
vest considerable re-
sources into content
marketing and activi-
ties to boost their rep-
utation. This is mon-
ey well spent when it
supports the objec-
tives of the business
and in particular sales
and customer reten-
tion.
Similarly, be seen to support others -
respond quickly to comments on social
media, be seen to be encouraging and
helping people as this will encourage
others to do the same for you.
Summary
Lots of businesses invest considerable
resources into content marketing and
activities to boost their reputation. This
is money well spent when it supports the
objectives of the business and in particular
sales and customer retention.
Be visible by being active Do ensure then your reputation-building
activities are clearly guided by: your target
market and their interests, issues and
needs; your business objectives - growth,
Be sure then to encourage the advocates sales, customer and staff retention;
and happy customers of your business to and your strengths in relation to your
rate, rank and endorse you. Acknowledge competition.
and make the most of these - feature them
on your website, in your social media, case
studies, sales proposals, and sales collateral.
Dr. Clifford J. Ferguson is the
Quite often it’s easier to grasp the strengths
Managing Partner of Rainmakers,
of a business from the way its customers
and Chairman of Glad’s House.
describe them.
It is getting harder to keep businesses
visible in crowded marketplace. A good
reputation helps and can take real shape
in the volume of positive reviews and
recommendations. So make sure your reputation is visible in
the words of your customers, the experience
people gain in dealing with you, and the
help, support and knowledge you give to
your target audience.
Overall, what you want to convey is that
your business is active, it understands the
market it supports and it is helping that
market. This positive mindset will shine
out and draw others to you.
You can commune with him on this
or related matters via email at: Cliff.
Ferguson@rainmakers.uk.com, or
visit their website: Rainmakers.
uk.com.
www.sboresearch.co.ke
WE COVER
IN GREAT DETAIL
To get an in-depth detail on the retailers -what Brands they are
stocking, stock levels, sale movements, all round retail census
and audits plus everything in between - get in touch with us.
We’ve got retail covered in great detail.
t: +254 20 214 56 68, 210 1916/7
e: research@sboresearch.co.ke
SBO Research
@SBOResearch