This is Pete. We built a site for Pete and his business group a few years ago and all the partners really liked it. I met with the group several times to explain the reasons we chose certain aspects of the design and to help them understand Search Engine Optimization, online marketing, and how keywords work to help make websites more successful in online searches. In short, I explained that I help businesses be successful online.
Since Pete works out of his house, I visited his home office frequently and greeted his lovely wife many times, learned about his kids, and his place up north. We talked fishing, vacations, and developed a really great rapport.
One Saturday last summer Pete was having a hard time getting the website to show the new updates we’d done, so I offered to stop by and check it out. I was on my way to visit a friend and it was only a….well…. only ….. about 30 miles out of my way. But what the heck. I didn’t mind a bit of extra driving on a gorgeous summer day. Especially for a long- term customer with whom I had such a great relationship.
At Pete’s office, I noticed a business card on his desk from a company that offered Search Engine Marketing, Online Advertising Campaigns, Search Engine Optimization, Email Marketing and other services THAT I PROVIDE. Pete said that his group had contracted with this new company to work on their website to make it more successful in online searches.
I was astounded. But, Pete. That’s what I do.
“I didn’t know you did that.”
Pete and his group are no longer my customers. Shame on me. I lost them because I didn’t make it clear to them exactly WHAT I DO. Another company came along and made it VERY CLEAR that they did this work.
Worse, even though I’d told them what I do, I failed to REMIND them and clearly state that these services were in my toolbox. Shame. On. Me.
Whether you’re a plumber or a carpenter or a photographer or a dentist. A medical spa or a mechanical engineer who makes devices to sample rat blood (Hi, Jamie!), if you want to sell your products and services, MAKE SURE YOUR CUSTOMERS KNOW WHAT THEY ARE and that you still provide them.
The best way to make sure customers know your products, services and specialties is to stay in front of them. Email marketing is the best and most cost-effective way to do this. Is this pestering? No. It’s smart marketing. If you don’t stay in front of your customer, your competitor will.
I haven’t easily forgotten that simple sentence. It’s one you should NEVER hear:
I didn’t know you did that.