In today’s social media environment where every person with a smart phone has a voice, good marketing can put you out of business faster than bad marketing. If the customer experience isn’t positive, good marketing will work against you, including using social media. People will find out how bad you suck much faster than if you have bad marketing especially when you are using social media. People will find out faster than ever before.
In years past, for the most part, unless someone was speaking to their neighbor over the fence or standing around the water cooler at work, if a customer of yours had a bad experience, you might be lucky to where no one may ever hear of that event.
However, today, one bad experience can go viral, and seriously affect the longevity of your business faster than ever before. Therefore, if you invest in marketing and build a great, effective marketing system, but do not perfect the customer experience before doing so, you may put yourself out of business faster than if you had no marketing program at all.
That’s why I tell my clients to make sure they have a great product first, then work on the marketing program and begin using social media. Or, even better, I tell them, “You work on the customer experience/product/meal/service and let me work on the marketing.
This is the reason why I am so picky about who I work with. If I don’t believe a client is providing a great product or service, they are just going to go out of business after I start helping them. The last thing I need is word getting out that once a company hires me to do effective marketing for them, they go out of business. How would that look for my portfolio.
The first thing you should do before marketing is take a look at your product and make sure it is world class. A potential client was telling me that he offers incentives to customers to post to social media but he can’t get anyone to share anything. I told him, “You don’t have anything here worth sharing!” Do you think someone wants to share a picture of your soggy chicken wings served on a plate they used in the 70’s?
You need to provide an experience that is worthy of sharing, then people will share it, without incentives. That’s the point. Before you try to do anything to get a new customer, make sure when they walk through the door, they are going to get a great experience every time they walk through the door, then start working on getting more new customers.