We’re a small office, so we don’t really have a receptionist or a security guard patrolling the premises. We have a rule in the office that whoever finishes work last locks up the place. Everyone has a key, so whoever arrives first in the morning can open the door themselves. We just found that this has worked best for us.
The reason that I bring this up is that I had a major problem in the weekend. I came in to do some work and locked myself out. I immediately looked for a local locksmith near me. To my surprise I couldn’t find any phone numbers when searching online. I searched for the best locksmith in Anaheim and not a single local locksmith came up.
This brings me to my case study – the importance of being visible to your customers. Let me ask you a question: “What do prospects see when they look for you or the service you provide?” If the answer is anything but your company, then you’re not doing things right. You should do everything you can to be the most visible company in your industry. Both online and offline.
The best way to increase visibility online is through carefully designing your website. This will ensure that your website is listed near the top when people search for you online. This is exactly what we do for local businesses in California and surrounding areas. You also need to ensure everything they see is indeed positive. For example I have seen companies that when searching for them, all I see is negative reviews about them. If there are any negative reviews on your company name, then you have to make it a priority to remove those or at least remedy the problem.
Another method we use to ensure your company is more visible to potential new clients is by providing local magazines and newspapers with content for their news stories. Start building relationships with local media as soon as you can. This ensures that whenever relevant, you will have a quote for the local media and are thereby building your brand awareness and more importantly ensuring people will call you when they need your service.
So back to our locksmith example to conclude this short case study. I was a customer in need. I had an emergency, yet there was not a single company that could help me that was on the top of my head. I had to go and search for a company. This type of customer is most valuable, as they need your service now. You must make the effort to ensure you’re more visible so as not lose out on desperate potential customers like myself last weekend!