From “mom-and-pop” organizations to Fortune 500 companies, businesses are using social networks such as LinkedIn, Facebook, and Twitter as forms of free advertising. Advertising messages that once appeared in newspapers and other print media now can also appear on free Internet sites by word-of-mouth or “buzz” marketing.
This type of marketing offers a unique opportunity to personalize communication with customers in ways that are not possible with traditional advertising. According to a survey published on BNET.com, firms that rely heavily on social networking scored higher by 24 percent on a measure of innovation than companies that do not use social networking. Social networking cannot only help you market your product, but can also build a loyal following for your company and sales reps.
Here are a few tips on how your portable sanitation company can utilize social networking sites:
Build a family for customers to be fond of.
Make your company public to your customers by creating profiles for each of your employees. Add details about their backgrounds and provide anecdotes that show that they are knowledgeable, trustworthy, fun and approachable. Your employees will become the face of your company on the Web, and it is critical they look after your customers to the best of their abilities. Keep your clients updated. When you receive business awards or honors, post an update on your Twitter and Facebook pages. Also, keep your clients current with your sales team by announcing new hires and promotions on Twitter and Facebook.
Practice good customer service.
Make sure you offer exceptional customer service online by responding quickly to messages posted on your Facebook page or by your Twitter followers. Look for opportunities to demonstrate expertise or proof of the exceptional service you provide through client testimonials. A benefit to social networking sites, if your customers are willing, is that prospective customers can contact your clients with questions or for personal references about working with you.
Establish your online brand image.
Give your customers a good idea of who you are and what you stand for. Announce your involvement in local community groups, such as Chambers of Commerce. Show off your personality and sense of humor. Demonstrate your commitment to the local community. Post current photos of your hand-sanitizing units and portable restrooms at area events. You can even keep a travel log and detail the events you serve with photos of your team and your units at the sporting events, festivals, weddings, and fairs you are involved in. Your clients are interested to know how much fun you have with your team when you’re in the field doing what you do.
Join online groups that share your company’s interests.
Online networking groups allow you to gather and distribute referrals, as well as reap the benefits of new business relationships.
Gather customer feedback to improve your products and services.
Your customers will see you and will, in turn, speak well of you to their network of friends and family. Word-of-mouth marketing can make or break a small business. Experts say 68 percent of consumers believe what they hear from friends and family. So it’s crucial that all companies, large or small, listen to their customers. Take advantage of the insights and suggestions your customers have to offer.
Support a cause.
Build a positive reputation for your company by supporting a worthy cause. Many social networking sites allow for sponsorship of various causes. For example, sponsor a walk or jog for a cure, post images online promoting the event, and outfit the event with your own top-of-the-line sanitation equipment. As a reflection of your brand image, support a cause in your company name and invite your customers and colleagues to do the same. Not only can this boost employee morale, but it also helps the local community. If you support a local Little League team, post images of your employees enjoying the games on your Facebook page.
A FINAL WORD
Social networking is an inexpensive way to create awareness about your portable sanitation company, educate prospects and clients, and build customer loyalty. Logging on can bolster your brand image at a minimal cost. A recent study in Cone Business in Social Media found 93 percent of Americans believe businesses need a presence on social media sites. Get started today.
