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BUSINESS GROWTH - Creating Demand or Responding with Supply: How to Engage?
Whether your business is a startup or is looking to expand or diversify with a new product or service, how do you know what you need to do first?
Develop Interest & Test Engagement
One way to determine how well a new service might perform is to inform existing customers of it through e-mail, your website and in-person notifications. Giving established customers the option to schedule their appointment via the web, with described benefits, along with traditional means (a phone call to your office), can serve as a test group to see if it's worth adopting and including in future advertisements for new clients.
Monitor Local Searches
By searching for and testing search terms based on geography and service type, an analysis will determine what services are in demand and served based on their location and search frequency. For example, existing and new businesses and consumers looking for plumbing services can be identified through keywords and their frequency rating. Mobile marketing campaigns can then be modified accordingly.
Implement Technology to Capture Customers
Using Google Alerts, along with monitoring consumer review websites, can help determine what's in demand or what supply already exists. Google Alerts can be set up to monitor web searches for keywords to flag certain topics so you can see what the competition is doing to meet the demand. Reading reviews on popular consumer websites such as Yelp, AVVO or industry specific review websites can determine what people are looking for based on questions they ask advice for. Answering questions on consumer review and resource websites can help engage customers to see what services they are looking for and how they like to communicate.
While there's no exact science to determine what the competition is doing and what consumers are looking for, leveraging social media and using an existing client base to introduce a new technology can help out with implementing technology and gaining an edge over the competition.
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