This coronavirus pandemic has imposed a behavioral change on everyone, be it individuals, the government, or the business houses. Everyone is now trying to adjust to the new rules. For business houses, in particular, the situation is even more challenging. How and whom to sell products when there are no markets and no customers. And thus, everything is slowly shifting to online. Be it small, medium, or large, businesses are shifting their operations online. This has brought an all-new set of opportunities for digital marketing agencies that provide such services to their clients.
Online reputation of a brand is more important than lead generation
1. Online Reputation of a brand is more important than
Lead Generation: Ritesh Mathur
For Ritesh, Director, 45ISPL, a brand's online reputation is a must. When multiple brands are
trying to sell products to the same set of audiences, the audiences would prefer that brand
that is comparatively known and rated higher than the others.
This coronavirus pandemic has imposed a behavioral change on
everyone, be it individuals, the government, or the business
houses. Everyone is now trying to adjust to the new rules. For
business houses, in particular, the situation is even more
challenging. How and whom to sell products when there are no
markets and no customers. And thus, everything is slowly
shifting to online. Be it small, medium, or large, businesses are
shifting their operations online. This has brought an all-new set
of opportunities for digital marketing agencies that provide
such services to their clients.
We are talking to one such company, 45ISPL whose Co-Founder
and Director, Mr. Ritesh Mathur shares some interesting
insights as to how a brand should utilize this adverse situation
to strengthen its image in the market. A Digital Marketing
2. expert and an experienced Brand Consultant, Ritesh can directly be contacted at
ritesh@45ispl.com. Here are the excerpts of the conversation.
What changes this coronavirus pandemic has brought to the business and
economy?
Well, it has turned everything upside down, to say the least. It has forced companies to reform
their strategies. It has asked them to look for options to operate online, completely. Indeed,
you have your employees working from home, and you have your customers purchasing from
home. Only the manufacturing and delivery is happening on-ground. So yes, it has completely
changed the way companies used to operate.
Being a digital marketing agency, you see it as an opportunity?
To some extent, yes, it is an opportunity. We help companies operate online; especially the
micro, small and medium enterprises who find it difficult to manage everything on their own
when it comes to shifting business online. Right from developing the online platforms for them
to popularizing them and then bringing customers to boosts their sales, we provide every
solution.
What is that one aspect where you feel you add value to your client’s
businesses?
We help them connect to the right audiences at the lowest possible expense. See, when you
are dealing with your customers face to face, you come to know them, know their tastes, likes
and dislikes, and preferences. But the scene has changed. Now you deal with your customers
virtually. So, it is very important for a brand to know the customers and their behavior. We help
them know their customers, who they are, where they are, their psychology through their
digital footprints, through process, preferences, desires, and aspirations. We also analyze the
media consumption patterns, and other relevant aspects for a brand to create strategies.
How a brand can retain its customers, knowing the fact that they operate in a very tough
competitive market and they only know their customers virtually?
Well, this is a very important challenge that every brand faces. In a real market, you and your
customers know each other personally. However, in the virtual market, you are just a brand
name and there are many such names that are offering similar products at the same cost to the
same customer. The only differentiator for a brand in an online space is its reputation, i.e., how
its customers have reviewed it, how the media has written about it, is there any negative story
behind the brand, is there any controversy behind the brand, etc. Therefore, it becomes very
important for a brand to manage its online reputation as this is one of the important aspects to
have returning customers.
What is more important for a brand – lead generation or online reputation?
3. Let me give you some insights. As per the latest data from Qualtrics, a leading experiential data
company, 93% of customers read online reviews before buying a product. Nearly all consumers
(97%) use online media when researching products or services in their local area. This means
your positive online reputation is a must to have. Coming to Lead Generation campaigns, these
are run on a specific set of keywords on certain search engines and social platforms.
Eventually, almost all the companies are running similar campaigns to lure the same set of
audiences. Therefore, there is always a risk of the duplicity of leads, i.e., the same data is
available to multiple brands. So, the story comes back to the same point. When multiple brands
are trying to sell products to the same set of audiences, the audiences would prefer that brand
that is comparatively known and rated higher than the others. Therefore, for me, online
reputation always comes ahead of lead generation. If you have a positive reputation, you might
get organic leads as well.
One piece of advice to brands who are shifting their businesses online.
Well, starting a business needs courage, sustaining a business needs effort, and growing a
business needs investment done in the right direction to reach more and more customers who
generate sales for your business, regularly.
So, investing in digital marketing is vital to scale up your business. And as you are an expert in
your domain so are we for digital marketing. We know the checkboxes of setting up the
business online, and how to tick them. So, hire a digital marketing agency like us who can help
you establish your business online and bring customers to you. Let us help you build your online
reputation. For more information Visit: https://45ispl.com/
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