#GrowOnlinewithChinny-
Hi there!
It’s another week and I’m excited to be back to write
about how to take your brand marketing game to the next level. This
time, we take a look at the moves global brands are making, and the
lessons to pick from them.
One of
the biggest mistakes brands make is
ignoring the conversations about
their products and the industry in which do business. While it can be
very tempting to ignore criticism against your brand, you are only
telling your customers that you don’t care about them. To be honest, not
responding is really a response in itself and this just might make you
lose more customers. When you don’t respond, people notice, and the word
spreads like wildfire, especially in the age of social media. I’m sure
you’ve seen a seemingly trivial issue go viral, or funny videos become
world tours just because … social media! So, what does this mean for
your brand?Respond to all customer feedback – positive and negative
Before
you get defensive about the complaints toward your brand, take an
objective look and see it as an opportunity to improve your product or
service. This Adweek article
states that even if you cannot resolve the customer’s complaints,
responding to them increases customer advocacy by 20%. Customer advocacy
simply means you’re focused on what is best for your customers and
genuinely care about their needs.
KFC London & Ireland
is a perfect example of turning the tables in your favour. In a tweet
with over 2,000 retweets and 15,000 likes, a customer simply expressed
that, “No one likes your fries. Yours sincerely, the entire world.”
Instead of neglecting this response, KFC promoted this tweet
(interesting right?) and turned it into a campaign introducing its new
fries.
Dear @upgrade_musicYou told us no one liked our fries.
So new ones are coming soon.
Yours sincerely,
KFC pic.twitter.com/DxPRh50apV
— KFC UK & Ireland (@KFC_UKI) 2 November 2018
Yes,
it’s great to post those positive reviews, but do not be scared to
share the complaints, how you handled it, and what you’re doing to be
better. Guess what? If you don’t, your competitor might just jump on
this and show that they’re better.
Put your customers first!
Your customers are why you are in business.
Yellow Tail,
a popular wine brand in the US, recently took an interesting approach
to creating its 30-second Super Bowl ad spot. The brand asked fans to
post six-second videos on social media with some branded hashtag. From
the entries on social media, the brand would select two videos to be
used as the TV commercial during the big game. The winners of the
contest would end up being superstars with crazy exposure. Yellow Tail
made this contest super easy for people to participate, and the
incentive was amazing. The idea behind the campaign passed a strong
message: that it’s all about the customers. That’s exactly how you want
to make your customers feel.
Last
week, I shared Coca-Cola’s interesting social media move on my
Instagram stories. In celebration of World Happiness Day, the brand
deleted (most likely archived) all its Instagram posts and shared 99
posts dedicated to making us happy. The best part? It wasn’t just the
usual “sharing is caring,” or “share a coke” storyline. It was a flood
of happy and positive messages. Message from the brand? It’s not just
about Coca-Cola, it’s about you, the customers. Side note: I have been staying away from Coke but I bought a bottle of Coke that day with no regrets!
Dear business owner, Be
passionate about serving your customers offline and online. If you’re
just starting a brand, show your customers or audience that you’re
really in this for them. Want to host a giveaway? Make them feel
special. Ask your audience how you can serve them better. Present a
strong incentive for us to engage with your brand.
If you missed the business tips shared by the Nigerian business owner who started out as an online content creator, click here!
I hope you enjoyed this read. Want to connect with me? Let’s talk on the ‘gram. And hey, you can receive more online marketing tips by joining my email list here.
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