Word of Mouth in the 21st Century
“I get all my business by word of mouth” says our builder. That’s great – but what does ‘Word of Mouth’ mean these days? In 2004, Kate Fox wrote “The mobile phone has… become the modern equivalent of the garden fence or the village green” (1). Nine years on, the internet is where we do most of our casual chatting and ‘word of mouth’ recommendations. Trades people need to be properly represented in this 21st century community.
Increasingly, people rely on reviews posted online, and on the opinions of a wide community of critical consumers, when they make decisions on where to invest their herd-earned cash (see our recent blog on Why Online Reviews Matter to Small Businesses).
The days of ‘we don’t need a website, it’s all word of mouth’ are definitely numbered! Any business which requires a substantial financial outlay from its customers needs to make sure those customers are confident about the investment they are making. So where do tradespeople get started with the internet?
Are you already online without knowing it?
- Customers will tell all on review sites; they can pop a review on your Google Place Page even if you haven’t claimed it; they may even blog about their house conversion and mention your name. Do you know what they are saying? Is it good or bad publicity?
- There are a plethora of online directories out there, from national sites such as Yell, Scoot, TouchLocal, 192.com, to local and trades listings. As soon as you start trading, your details are public property, but have the directories got them right? We’ve found clients with two or three different addresses and phone numbers across directories – how are your customers going to find you?
If you have made the leap, are you doing it right?
- Does your website represent your business? Poorly designed, badly written sites are not going to give potential customers confidence. On the other hand, a professional site with a good portfolio, some company background, and links to trade organisations such as the Federation of Master Builders will speak for you effectively, 24 hours a day, seven days a week.
- Are you using social media well? Some businesses really thrive on things like Facebook and Twitter, but it’s not for everyone. Are you missing an opportunity, or wasting time? A Digital Footprint Audit will help you understand where you need to be focusing your efforts.
- Are you relying on specialist listings which are not under your control? Specialist directories get mixed reviews, so make sure you know where you are investing your money and what response you can expect. Your website is the only thing that you can fully control.
- Are all your details correct across the internet?
Getting it right online is simple! And next time your work is recommended over a coffee, or a pint, or a smartphone, you can be confident that your website is doing the introductions for you.