Your Reputation Precedes You
Roofing company owners have always been aware of how important having a good reputation is. From getting referrals to word-of-mouth of a job well done, it isn’t surprising that having a great reputation can help a business succeed while a bad reputation can cause it to fail. In today’s digital world, the importance of a good reputation is even more critical. Word-of-mouth has changed to checking reviews and is as simple as pulling out a cell phone. Your prospective clients are looking at your ratings on Google, Yelp, and Facebook. They are using those little gold stars to decide if your company is the one they trust.
With mobile devices, people are searching in real time for negative experiences to make decisions.
The best experiences and the worst experiences are oftentimes so compelling that we can’t help but share them. That’s nothing new. We’ve all heard the saying that a happy customer tells one person while an unhappy customer tells anyone who will listen. It’s partly cathartic. It’s also a way of helping save others from similar experiences.
In a social, mobile, real-time world, shared experiences only become more potent. The question is, when someone picks up their mobile device in a micro-moment to search, on which side of those experiences does your brand reside? And how are your marketing efforts promoting positive experiences for customers to discover?
Mobile devices have created a new generation of super-empowered consumers. They’re connected, informed and sophisticated. These consumers are also more impatient, demanding and curious. They’re increasingly improving how to seek what’s best for them and also what to avoid. They have access to platforms where shared experiences can reach hundreds or even thousands of people, for better or for worse.
Google, for example, found that mobile searches that include “best” have grown over 80 percent in the last two years. At the same time, searches ending with “to avoid” have grown 1.5x in the same span, and searches for “worst” are also on the rise.
“Is ____ worth it,” another key mobile search phrase becoming increasingly popular, also grew over 80 percent. And Google isn’t the only place people search. YouTube has long been touted as a secondary search engine. For instance, users’ watch time of “does it work” videos grew by more than 11x in the past two years, according to Google.
Consumers are also seeking visual proof that the items they’re considering will meet their needs and that they will deliver desired value. And these searches span the spectrum of high- and low-consideration purchases in nearly every industry.
Roofing company owners work hard to provide superior customer service but that isn’t always enough. Happy clients don’t always leave reviews and sometimes you get clients that will be unhappy no matter what you do. Reputation Management from Roofing Contractor Marketing is one of the best ways to protect your business and keep your reputation safe.