Never underestimate the (free) power of word of mouth
I’m proud to say that our current customers are our number one source of new leads. We have a great product, but that’s only one piece. We also have a great team in place -- in both sales and client management -- who work hard to keep our clients happy. And, we actually listen to our customers. When they have ideas or suggestions for how to improve our platform, we take this feedback directly to our development team. Of course not every idea is incorporated. But enough ideas are that we’ve gained a reputation for responsiveness, which makes our customers happy. And happy customers tell their friends and colleagues about us. This word of mouth marketing costs us nothing. Always remember that how you treat your customers after they’ve signed the contract matters, and a positive relationship can be worth its weight in marketing gold.
Don’t forget to consider Search Engine Optimization (SEO) when building your website.
When we designed and built the first version of our website, we did not factor in SEO. Your site can look amazing and be user friendly but if potential customers never see it, then it’s actually fairly useless. Yes, when people type in the name of our company on a search engine, we come up. But what if they type in something like, “tools for teacher professional development.” Does our company come up on page one of Google? Unfortunately in the early days, the answer was no. We had to hire an SEO expert, who then had to do a complete front and back-end audit of our site to see how we could optimize for SEO. Ultimately we made all the changes the audit suggested. But if we had considered SEO in the first place, a lot of this extra work could have been avoided.
Pay attention to social media. Every post matters and should be on-brand.
Social media is sometimes farmed out to the lowest man or woman on the totem pole with no oversight, but this can be a mistake. Social media requires consistency and focus. Make sure that what’s posted across channels is in line with your brand. Make sure the writing is on-point and professional. Have you ever visited a company’s Facebook page and been utterly turned off by what is posted there? I have. If I see typos, sophomoric writing and just an overall lack of professionalism, it makes me hesitate. Do I really want to spend money with this company? You will be busy. But, check out your social media regularly to be sure it’s on track, and be sure it accurately reflects your brand. If not, make adjustments before further damage is done.