Food for thought Archives - Appache

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Using Negative feedback to Drive Sales

By | Digital Marketing, Food for thought | No Comments

No matter how successful your brand, products, or services, you will receive some form of negative feedback online. Hopefully such reviews will be in the minority, but nonetheless they will be there. A study carried out by Dimensional Research shows that 86% of consumers are affected by negative reviews when making a purchasing decision. Negative feedback can therefore lower sales at best, and at worst, cause the absolute collapse of a company. The question is, as a business owner, how can you best deal with negative reviews and other forms of feedback? And is it possible to use negative feedback to actually boost your sales? 

The answer to both questions is, thankfully, a resounding “YES!”.

2 Strategies for Using Negative Feedback

While negative reviews can be disheartening, as a business owner the worst thing you can do is curl up in a ball and hope that they’ll go away. You have to be proactive. In order to do this there are two broad approaches you can take:

Dialogue: Negative feedback can take many forms including social media dislikes, damning blog posts, and online reviews. As a business you can enter into conversation with existing and potential customers to listen to grievances. One of the most important aspects of 21rst century business is consumer worth. Customers want to feel their voice matters, by entering into a dialogue with them you can let them know that their opinions matter. This will create positive feeling for your brand and bring people back on side, while providing an avenue for your business to put across its point of view in a way which consumers will respect.

Re-Launch: Negative reviews are a great ingredient for growth. They should be taken as a positive opportunity to learn something about your product/service which you hadn’t known previously – free market research. This can lead to amendments of your products, or perhaps even a re-launch/ new iteration which addresses criticism(s).

Bringing Customers Back on Side

Using either of these approaches, or both in combination, can not only mitigate negative reviews but actually turn around opinion of your brand. In order to do this you must act quickly, engaging with your customer base in a relevant and effective way. As most reviews are spread through social media platforms and other websites, digital marketing is the most powerful way to carry out damage limitation before then getting down to the difficult task of turning negative consumers into advocates of your brand.

Through a comprehensive and strategic digital marketing campaign, you can swiftly intercept negative feedback before it does any lasting damage. Speed and knowledge are key here, and that is why it is best carried out by a digital marketing expert. Even in the worst case scenario, if negative reviews are consistently affecting you business, with the right team on your side you could still turn things around.

To learn more about how to use negative feedback to your advantage, contact the Appache digital marketing team today and we’ll transform your online profile from one littered with poor reviews to being inundated with glowing recommendations. 


Google’s Mobile-Friendly Update: What it Means for Your Business

By | Digital Marketing, Food for thought | No Comments

Google has just rolled out its latest search update, labelled “mobile-friendly”. At first this might seem like just another update which makes mobile searching more effective. Look at the small print, however, and you’ll see that it will have dire consequences for businesses which do not have a fully implemented mobile marketing strategy.

The Problem with Mobile-Friendly

This update to Google’s search algorithms is designed to help those using mobile devices find more relevant, accurate, and useful websites when browsing. Search results which have been optimised for mobile devices will appear more readily. The good news for users is that they will be presented with websites which don’t demand awkward zooming or tapping to be read easily; emphasis is placed on content which automatically formats to the mobile device’s screen. Browsing on a smartphone or tablet will therefore be more intuitive and enjoyable, and websites will be able to better convey their marketing message to potential customers with ease. 

To most this all sounds great, but the problem is that many businesses are not ready for this change. It could directly affect their visibility and, therefore, sales. The mobile-friendly Google update doesn’t just make browsing on a mobile device easier – it prioritizes websites which are custom built for such technology.

If a business has a website which does not have a mobile-friendly version, meeting all of Google’s stipulations for such a definition, then it will appear lower in the search rankings for associated terms. This could be fatal for many businesses, especially for those which are trying to either establish themselves, expand into new marketplaces, or engage with a previously untapped demographic.

Market research has shown that a staggering 91% of those using Google click links they find on the first page of results. If a business doesn’t show up for related keywords, then it can have a difficult time organically building an audience. The mobile-friendly Google update pushes businesses further down the search rankings if they do not have content which is catered for mobile devices.

Simply put, how are potential customers supposed to know about a business if they can’t find them on Google?

How to win Mobile-Friends and Influence People

The bottom line here is that your business needs mobile-friendly content. Your website must meet Google’s strict guidelines, producing useful and accurate information which can be easily accessed via a tablet or smartphone. 

In 2014 mobile devices overtook desktop and laptop PCs as the preferred choice for using the internet. This change of browsing and shopping habits is what has led to Google’s new update. Only by implementing a robust, dynamic marketing strategy which embraces the mobile revolution, can a businessperson truly hope to reach their goals and experience sustainable, growing revenues.

For more information about bringing your business up to speed with these changes, please contact our digital marketing experts, who are on hand to help you stay ahead of the competition.

The importance of christmas social media campaigns

The Importance of Christmas Social Media Campaigns

By | Digital Marketing, Food for thought, Social Media | No Comments

For many businesses, Christmas is the most important time of the year. It is that part of the annual calendar which significantly increases the amounts customers spend, and it is also the time when many retailers, for example, make their biggest profits. Unfortunately, it is also the time of the year when there is more advertising materials on offer than ever before, and so companies can easily get lost in the noise, failing to find their voice and get their brand message out to potential customers.

For this reason, marketers are increasingly relying on social media campaigns at Christmas. The importance of a festive online marketing plan cannot be underestimated, and it is one which can be applied, not just to Christmas, but to the post-Christmas sales as well, creating lasting customer loyalty.

Three reasons to use a Christmas social media campaign, include:

Reach: There are two ways to effectively reach an audience – throw money at the problem to buy premium advertising space, or to start from the ground up and engage with potential customers through a grassroots campaign. The latter is highly effective, and also much more cost effective. Social media platforms allow businesses to deliver advertising straight to a chosen demographic without paying exorbitant fees. Nearly 30% of customers claim that social media is one of their main ways to learn about a product, and over 50% use such platforms to engage with brands they like. These vast numbers cannot be ignored.

Meaningful Interactions: By doing more than just delivering an advert, social media allows a company to interact with customers, creating a high level of worth in customer-business relationships. By making social media posts which actively encourage customer participation, this cements a brand or product in the memory and attention of potentially thousands of individuals. Of course to do this most effectively, hiring a social media and digital marketing expert is key. This ensures that each social media campaign has a strong brand message and is as efficient as possible at creating new customers.

Loyalty: Since Christmas is the time when customers do more shopping than at any other point during the year, it follows that new customer brand loyalties are forged more so in the build up to December than any other month. Christmas is therefore a great opportunity to give a customer their first experience of your brand, product, and customer service. By making a great, lasting impression, a business can expect to see these new customers come back for further purchases throughout the year. Social media by itself is a phenomenal follow-up platform, which allows for innovative interactions which will solidify this loyalty, encouraging customers to come back for more.

Christmas is the most wonderful time of the year, for a number of reasons. Make it your business’s most profitable and lucrative season by using a brilliant social media marketing strategy to elevate every aspect of your sales and brand reach. 

Messtige marketing appache

Masstige: Combining Status with Mass Marketing

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With the continued growth of the middle-class demographic, businesses are increasingly incorporating status into their marketing campaigns. What’s different from the past is that these efforts now involve a concept called “Masstige” – and it’s one which might just be reshaping the way 21rst century brands are established.

What is Masstige?

What does an iPhone, a Ferrari, and a Gucci bag have in common? The answer is simple: status. Each product is more than just a functional item to be enjoyed by the owner, it has cultural weight associated with it. Consumers attach importance to such items, a significance which denotes status. Whether it be the perceived wealth of a person wearing a diamond bracelet, the “cool factor” of wearing an Iridium leather jacket, or the relevancy ascribed to someone wearing a smartwatch, all of these products give their owners a level of status which they would not have otherwise.

Status of course is no new thing in marketing. In fact, it’s most probably been around for thousands of years with those wearing gold chains and elaborate jewelery deemed different from those without. What’s significant now about the 21rst century consumer, however, is that they no longer just respond to status, or as it’s often referred to “prestige” – they now gain their relevancy and cultural edge through masstige. 

Masstige can be defined as any product which provides its owner with a level of prestige but has been mass-marketed. In the past status was granted through products which were in some way difficult to obtain or rare. This is why a Van Gogh painting sells for so much: they exist in finite number. But with masstige the product manages to have status but also be readily available to the general population. This is why so many people buy the latest iPhone: it’s affordable and “cool”.

What Can a Business Do With Masstige?

To use masstige a business owner has to understand what it is offering to its customers. Is it a purely functional item which solves a problem? Does it have any sort of cool factor which can be exploited? Will it be highly desirable by the middle-class? If the answer is “no” to these questions then the chances are that masstige is not something which will provide advantage to your product. If, on the other hand, the answer is “yes” to any of these, then masstige could be used as a way to significantly increase sales and brand recognition.

Masstige can be used in all manner of ways, but is best incorporated into an advanced digital marketing campaign. By doing this it can be placed strategically, advertised on the relevant channels and to the correct demographics who will attach worth to a product. The fact that masstige products are mass-produced means that not only can a business create a “must have” selling point, but that they can also move an incredible number of units at the same time due to their abundance.

Omni-channel Marketing appache

Omni-Channel Marketing: Connecting With Your Customers

By | Food for thought, Social Media | No Comments

In the past decade there has been a definable line dividing online and physical retailers. That distinction was a simple one, but with increasing focus on omni-channel retail and marketing, that line is becoming blurred – soon it will be erased completely. 

Any business which does not appreciate this fact and refuses to adapt to these market changes could get left behind by its competitors.

What is Omni-Channel Marketing?

Put simply, omni means “in all places”, and it is this ethos which makes omni-channel retail and marketing such a powerful tool. It’s everywhere. It is holistic and reaches out to consumers across a number of mediums. It involves all forms of advertising and all types of customer/business interactions. Omni-retail itself offers ways for customers to purchase goods through novel means such as integrated mobile device and physical store ecosystems, while omni-marketing uses these new points of contact to foster further business.

Omni-channel marketing strives to do two things:

Increase Visibility: By being in as many places as possible a marketer can reach more potential customers and increase brand reach. Whether it’s on a computer screen, a mobile display, or a digital advert in a store,  marketers can quickly promote businesses easier than ever before.

Increase Access: Through new technologies, customers are able to interact with a business at any time and in any venue. This opens up new selling points and marketing avenues which were not previously available.

In essence, omni-channel retail and marketing aims to create a seamless customer experience where they can engage with a retailer both online and in a physical store, carrying across their purchasing decisions and loyalty rewards without any difficulty. For example, a potential customer browses a retail website on their mobile phone. In doing so the site interacts with the customer by placing cookies into their browser. From then on advertising directly related to the retailer shows up while they are on other sites. The customer is then able to be directly targeted by promotional content. Following on from this, they interact through their mobile device with the products/services on offer. That customer is then able to use their mobile device to order online, but also to go physically to a store owned by that retailer and then use a QR code to find the best deal possible, or receive the same level of customer support. This movement from online to retail and vice versa is exactly what omni-channel retail and marketing is about.

Types of Omni-Channel Interactions

In order for a strategy to be considered “omni” it must incorporate one or more digital point of contact with a customer, preferably organised by a leading marketing team which knows how to reach out and grab a potential customer’s attention. 

These types of interactions can be boiled down to three core forms, which include:

Brick2Click: Focusing heavily on integration between online digital components and a physical store. For example, providing someone who bought a product online full customer support in a physical store and vice versa, or being able to physically pick up an item they ordered online.

Device2Web: Customers can easily interact with a business’s online store via mobile devices and kiosks when Device2Web infrastructures are in place. From a marketing perspective this opens up a whole raft of online advertising techniques.

Eave2Web: Includes sites like eBay, Amazon, and other online stores where there is a centralised customer ID or profile which can be applied across devices, the web, and to physical stores. This provides a third-party point of contact between retailer and customer opening up a brand to a much larger customer base.

Unleashing the Power of Omni-Marketing

Using the above mentioned forms of omni-retail, business owners can take advantage of these new avenues to market and promote their brand. The most effective way to achieve this is to contact a reputable marketing company. In the safe hands of experts, a business can quickly embrace omni-channel retail and benefit from the resulting advertising mediums on offer.


Social Proof: Why Your Business Needs It

By | Food for thought, Social Media | No Comments

Nothing is more important to a business than word of mouth. It is the oldest form of advertising and to this day is still an integral part of any marketing campaign. In recent years marketers have placed increasing focus on “social proof” which is essentially an elaboration based on word of mouth, and one which could transform your business regardless of industry. 

By understanding what social proof is and its importance, a business has the ability to stay relevant and effective for many years to come.

What is Social Proof

Social proof can be defined as what people say about a business and the affect this has on potential customers. In its simplest form social proof refers to a “good” and “bad” dichotomy. If a potential customer hears bad things from someone who has previous experience of a product or service, then they are likely to avoid doing business with the producer. Conversely, if a potential customer hears good things from previous customers, then they are more likely to make a purchasing decision. 

Social proof therefore can be damaging when negative, and helpful when positive. Either way, it is an incredibly powerful aspect of  consumer behaviour.

3 Reasons to Use Social Proof

We’ve established that social proof is a powerful marketing tool, but why is it so important? There are many reasons to incorporate it into your business plan, but let’s take a look at 3 of the most salient points. These include:

Free Advertising: If you know how to foster social proof, then you will gain a critical piece of free advertising. Your customers will spread the word about your product or service in a number of ways which will significantly increase the reach of your marketing campaign.

Sustainable Business: Positive social proof is an essential part of a sustainable business. It incorporates two key facets of marketing which are incredibly effective in tandem with each other. First, customers promoting positive social proof are far more likely to return to your business for future purchases due to having had a good experience. Secondly, their promotion of your business will bring in new customers.

Healthy Growth: Speaking of new customers, this is the third most immediate reason to use  social proof as much as possible. Previous customers will share social media statuses, create reviews, and talk to those around them about your business. Whether it’s with friends, families, or unfamiliar potential customers, the social proof created will continue to grow your business indefinitely. 

How to Incorporate Social Proof into Your Marketing Strategy

Now you know how important social proof is and how it could transform your business, it’s time to incorporate it into your marketing strategy. This is a complex procedure and involves experience and knowledge to achieve maximum results. For this reason it is best to contact a leading digital marketing agency, and allow them to help take your business to the next level.

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