Smarter Marketing Blog

How to Build Your Business with Smarter Online Marketing


Smarter online marketing is something that any growth-minded business aspires to, isn’t it? The trouble is, with little experience and even less time, many business owners or marketing managers dive straight into digital marketing because they don’t want to be left behind!

In this post, I’m going to suggest some questions about online marketing that you should ask yourself before you prepare a formal plan. Plus, I’ll briefly list some basic online marketing concepts and finish off by providing you with tips on how to market your business online.

The pitfall of rushing into online marketing, just because everyone else is, risks a complete waste of time and money. Just like any other business activity, it is advisable to plan for it. Even before that, we would advocate standing back to ask yourself some questions about how embracing digital might impact your business.

Questions such as:

– Will it change the actual business that you are in or drive existing business objectives?

– Will it help you to be more competitive?

– Could it help you increase the value you can offer to customers?

– Will it improve the cost or quality of your existing product /service?

– Might it serve to change your target audience?

– Will you be adding digital capabilities or adding digital to your capabilities?

Instead of rushing into formulating an online strategy, we would recommend that you focus on how any new technology you use, can add something extra to the business strategy you already have in place.

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8 Smarter Online Concepts to Understand

In our experience, what seems to be happening these days is that many organisations are looking at their online presence as being separate to their other marketing activity. Some contact us and ask – “can you help us with our Twitter or Facebook?” or whatever.

In response, we explain how social media is just one digital element in the overall communications effort. Thereafter our job is to show how to integrate their digital objectives into their overall business strategy.

Every day, it seems, we come across new specialist roles in the online marketing space. In our opinion, unfortunately, these people, whilst experts in their field, are failing to grasp how their outputs fit into an overall business strategy. Their impact on business growth, therefore, is negligible.

Of course, digital experts are required but all people in business should have at least a basic understanding of what online activity might entail. Whether you are a business owner, a marketing manager or a not for profit, it is important to understand these 6, fairly basic, online concepts:

  • SEO – being findable and having the best answer for your customers/prospects questions
  • Content Strategy – planned content must be able to attract, engage and convert
  • Paid Social Media – social media algorithms means effective reach must be paid for
  • Pay Per Click – reduced organic search means paid advertising is required to reach your audience
  • Influencer Marketing – amplify your created content by using online influencers (e.g. bloggers)
  • Online Analytics –analyse your existing data and also measure success of your online activity

Be smarter about your online image and the tools you use.

Your Image –

At a very minimum, it should be understood that how you look online is as important as how you look offline. We are starting a new year, so it is probably a good time to refresh your online presence with an image makeover. Here are some quick fixes that you can do immediately:

  • Update your professional headshot – hair, clothes and even you can change over the years.
  • Use new images on your website – your homepage image, your team, your results
  • Ask your customers for new pictures of them using your product/service
  • Update your images on your social media channels and display advertising
  • Remove any images of promotions that are out of date

Some of your customers might only engage with your brand online so it really is important that your online marketing landscape is professional, consistent and reflects the authentic you.

Your tools –

As an SME, have you signed up for some time-saving online tools that you no longer use? Or have some of the tools you use, been surpassed by better ones? There are hundreds of marketing tools out there that can genuinely help you improve your effectiveness, way too many for us to cover. Here is a sample of some that we use and have found to be effective:

  • Open Site Explorer – check out your competitor’s domain authority and copy their links
  • Siteliner – duplicate content check and internal/external links view
  • Portent Title Generator – it might not find you a title but it will get you thinking
  • Grammarly – a must on your computer for checking grammar – even if you don’t blog
  • Google keyword planner – good resource when launching pay-per-click campaign
  • Buffer – schedule social media posts for optimal times
  • PostPlanner – similar to buffer but also has a content generation element
  • Pablo – free images for social media
  • Followerwonk – for analysing your twitter followers
  • Start a fire – places a link back to your website on shared content
  • Wisestamp – professional email signature
  • Adobe Spark – free graphic templates for whatever platform you are using
  • Evernote – store everything for later (free version is excellent)
  • Playbuzz – allows the creation of polls, quizzes etc. for social media posts.

This is a really good infographic providing reasons why you should have a digital marketing strategy and steps to build one. Source –

12 tips on how to go about smarter online marketing

The first thing to remember about online marketing is that it is not a quick fix. Some actions will have a short term effect and others might take months and years. Being smarter about it means adding value to your digital journey and to that of your customers’.

  1. Website/SEO – your site has to be user-friendly, relevant and attend to your SEO in three elements based on the search impact i.e. tech SEO -25%, on page SEO – 25%, off page SEO – 50%.
  2. Post high-quality content on a blog regularly – adds value, drives traffic and creates authority
  3. Use social media purposely – LinkedIn groups, Facebook ads, Instagram influencers, YouTube tutorials and Twitter lists.
  4. Email marketing – Connect first and then sell. Use lead magnets and landing pages.
  5. Online Reviews – Accept them whenever you can and always answer negative posts
  6. Collaborate with bloggers – find the industry leaders and their blogs and collaborate
  7. Offer something free – a consultation, an audit, a review and upsell in due course
  8. Use business listing sites – google local, etc. and contribute to local forums
  9. Sponsorship – there are many online groups that would love to develop an awards programme
  10. Become an authority – use webinars, Quora, speak at conferences etc.
  11. Manage your email signature – link your website, blog, social media to your signature
  12. Use hashtags – create #smarter hashtags and use on Pinterest, Flickr, Instagram etc.

The caveat here is that none of the above tips is going to get you instant sales or perhaps not even instant traffic. The objective is to build a network of people that view you / your brand as being relevant, authentic and personable, and therefore somebody they want to do business with.


There is absolutely no point in jumping into online marketing at the deep end. It could cost your business time, money and even reputation. Understand the basic concepts of what’s required and if necessary outsource the work to professionals.

I was asked at a recent sponsored networking event to highlight some areas that will impact online marketing this year. In response, I suggested that online advertising will grow (especially Facebook), and off page SEO will be even more important. I stressed that search is not dead especially on mobile devices and neither is email marketing. Finally, I thought aloud that real online interactivity e.g. answering live questions will become an expected way to engage.

“Thank you for reading our blog post today – Aidan & Jim.

By The Way: Can We Send You Emails During the Year?

Twice a month or so we send an email with our best content. We never bug you; we just send you our latest piece of content.

Join others who love to get free smarter marketing tips –  right here, right now.


Social Media Branding – Are You Boring People?


Let’s be honest with each other here – most organisations / brands using social media these days are boring.

I believe this is so because when it comes to social media branding, their mind-set is stuck in the old communications  approach to advertising, media releases, sponsorship and marketing materials. An approach that tells people what you want them to hear.

The thing is, even when the social media approach is altruistic, an organisation’s tone and personality often can’t shine through. This is because the minute it comes to marketing communication – the brand personality is wrapped up in cotton wool a.k.a. brand guidelines

Now don’t get me wrong, brand guidelines are necessary, but SME owners / marketing managers really need to revisit their engagement methods with the modern day consumer. In the current whirlwind of connectivity, people want organisations to be more ‘human’.

They want to know that they can trust a brand and will only stick with those that are relevant and authentic. They want to be able to ‘message’ brands when, where and how it suits them.

[ctt template=”4″ link=”r4d18″ via=”no” ]People want to know that they can trust a brand and will only stick with those that are relevant and authentic – #oconnorandkelly[/ctt]

So why then, when brands dive into the social media pool, are they still doing the doggy-paddle and not learning new swimming strokes. In fact, the swimming strokes don’t have to be new – they only have to be interesting. Why? Because interesting, gets shared by people across their own platforms.

If you’re not interesting, therefore, you may be boring.

My own opinion of most brands on social media is that existing identity ‘style guidelines’ are curtailing natural expression. By all means, adhere to identity guidelines but hey – why not draw up separate ones for your online activity. In fact, I’m delighted to say that more and more of our clients are requesting assistance with this element of their marketing.

We can help you with your social media style guide also – if you wish, just contact us here.

Employees should be allowed to share business stories naturally. It’s a human thing. Them doing so then becomes part of the brand story. Not allowing them to do so, results in the real personality of the organisation remaining behind closed doors. That is why so many organisations appear to be boring when communicating online.

By the way, old fashioned, interruptive style advertising does not help the situation either – good article here from Brand Quarterly on this topic.

Look at it this way, it’s no coincidence that the content most shared by people is that which involves human emotion be it entertaining, informative or educational. Behind-the-scenes videos, staff profiles, subject matter experts, interviews and product stories are all ways in which people make brands come alive.

If people from any organisation are unshackled from brand guidelines and allowed to be themselves, within reason, they will become advocates of the brand. I’m saying nothing new here – business owners and marketers have always known that it is customers and staff that are the essence of a brand.

The Role of Social Media Branding.

Let’s quickly agree that branding is important for marketing. We know this because it can help provide an advantage over competitors through differentiation, help reinforce reputation and manage visibility.

It is also true to say that branding guidelines are necessary for consistency. However, that is not to say that having guidelines means there is no room for change / flexibility.

The branding may change but the brand should remain the same. So, if we take branding here to include activity on social media – then being flexible can only enhance marketing activity.

As part of modern day marketing, social media plays a role in search results. This means it can be used for not only driving traffic to your business but also to build trust and relevancy (reputation) with people online. In fact, recent surveys have shown the strong influence of social media on shopping habits:


By creating a dialogue on social media, a brand owner (especially in a business start-up situation) can obtain genuine feedback and build authenticity. As already alluded to, however, consistency is essential – online activity must mirror a brand’s purpose just as much as a paid campaign would.

If your organisation is only starting your social media journey – here are 4 excellent tips from the guys at Social Media Examiner, to start you on your way,

Be More Likeable on Social Media – Not More Boring

We’re not going to write this blog post and pretend that gaining attention on social media is easy. It’s not. As you well know, most of your competitors are now using social media in an attempt to improve search results and customer experience. The thing is, amidst all that online noise, being genuine helps you to stand out and be more likeable.

Being genuine means being real and not just using social media as a promotional tool. By providing some value (content) you will be in a position to develop your following. Also, people will like you more if you engage by inviting both a discussion and feedback.

If you’re good enough, smart enough and tell a good story – people will like you.

Before I finish on this topic, I should mention one more thing. Most marketers will agree that having a clear brand positioning is essential for long-term business growth. However, there is a danger in all of this attitudinal change to social media branding that the fundamentals of brand strategy may be neglected.

For instance, we are all too aware of ‘keeping up with the latest’ trends which have enticed a lot of brands online. The thing is – many organisations are not basing its social media usage on tangible business benefits.The risk, therefore, is that with all the focus being on social, the overall brand strategy can be overlooked. As a result, the brand message and experience gets fragmented across an increased number of platforms.

This can undermine other marketing activity and indeed the brand equity itself.

Don’t get me wrong – social media offers a great new way of engaging with connected customers it’s just that your brand strategy probably needs to be rebooted for the modern customer. A reboot might include a revisit to the purpose of the brand i.e. the role of the brand in a customer’s life; a deeper understanding of the customer (personas) and developing a simple and clear visual brand message.

What next for social media?

What’s the future for social media branding? Bearing in mind the caveat alluded to above about brand positioning and the tips below, here are some observations gleaned from around the web.

– A standardisation of various platforms i.e. biggest platforms are mimicking each other

– Video is getting close to the peak – live video is hot and circular video is growing

– Augmented Reality / Filters adoption is growing

– Increased competition amongst the big search engines

– Platforms becoming business tools and not just for social

– Tech filled glasses (spectacles) and live-streaming

– Better geo-filtering for ad targeting

– Microsoft bought LinkedIn – so watch this space

Tips for successful social media branding

We meet different organisations from various industries that have many brand variables when it comes to being smarter about their marketing online. The one bit of advice we always give them is not to waste their time on networks that don’t work for them.

Here are a few other tips that you might also consider:

  • Know your audience – many platforms offer free audience insights so use them
  • Define your goals upfront – helps motivation towards better results.
  • Have clear and consistent branding – create a visual experience for your customers.
  • Develop a clear voice – your language shows the personality behind the brand
  • Leverage influencers – they can help you reach a greater, relevant audience
  • Track and measure results – replicate the good and stop the bad


The likelihood that your target audience is on social media has never been higher. Statistics show that there are nearly 3.4 billion internet users worldwide. Of those, 2.3 billion have social media accounts. The challenge for organisations is to be able to use social media as an element of its overall marketing activity – in a human way.

Being human means allowing your personality to shine through, knowing your customers better and providing a mix of interesting and relevant content.

Always ask yourself – are you guessing what your audience wants and even if not, are you addressing the right issues? Get the answers to these questions right and you’ll never be boring on social media.

“Thank you for reading our blog post today” – Aidan & Jim.

 Would you like us to notify you, by email, when we publish new content? If so, just let us know by clicking here. Of course, we can always meet face-to-face, just leave your details here and we might grab a coffee, cheers. Jim – O’C&K

Social Media is a Tool for Building Online Relationships, Pure and Simple

online relationships facebook eye

More and more Aidan and I are meeting SME owners, or their marketing managers, requesting help with their brand’s online presence. The goal of a strong online presence is to build relationships that will drive revenue, eventually. The former part of this goal can be achieved using social media.

One of the challenges we find, when responding to a communications brief, is explaining to prospects that social media is mainly a tool for building online relationships and not one for driving revenue.

Unfortunately, as various social media platforms have become a household norm these days, some SMEs do see them as being ideal sales tools. They are not and the danger of this blinkered view is that while concentrating on social media activity, other real methods of lead generation might end up being ignored.

Using a social media channel for the sole purpose of getting people’s attention, and money, will not work. Think about it – would you prefer to be engaged, entertained or informed vs being interrupted by a brand talking about itself and its product features?

I’d like to mention a few other misconceptions that some organisations have. One that springs to mind is that social media provides a quick ROI. It doesn’t I’m afraid. Just like any relationship building exercise – it takes time, effort and possibly even a little money.

Another one is that social media is free. However, I do believe that most organisations are now aware that the main hidden cost of social media is, yep, you’ve guessed it – your time. And if you don’t put in the time and effort, your relationship building light will produce disappointing results.

With new clients, we concentrate initially on determining their target audience. Sometimes this will entail some formal research. It is only when you really know your customers can you be yourself and use social media to engage them.

If you don’t like the idea of networking with strangers, well don’t try and do it online either.

Oh, and by the way – you don’t have to be on every new platform either. Try and find out where the people you are interested in are hanging out and go there. Become an expert in the workings of that platform. Of course, you can use Facebook but just don’t depend on it solely.

Misguided advice will not help you build good online relationships

There is an element of this social media world that really annoys us here in O’C&K Towers. It is that there are many so-called social media gurus out there. Unfortunately, they can provide organisations with misguided advice based on little or no real marketing experience.

As a result, organisations believe that social media will deliver all their marketing needs and don’t realise that they are missing the big picture. Have a look at this list of 10 dodgy bits of advice that we have come across – do any of them ring a bell?

  1. Forget about email – being on social media is the way forward
  2. Social media is replacing SEO
  3. Auto-published updates across all platforms are perfectly fine
  4. Using #general hashtags guarantees better audience reach
  5. Your audience is only using one social media channel
  6. An intern can manage your online presence
  7. Ignore negative comments online
  8. Keep your staff away from the business’s social media
  9. Post updates as often as you can each day
  10. You can’t measure social media activity

For us, the bottom line, when building online relationships, is to be useful. With authentic positioning, you might even become indispensable. So be very clear about what you are providing for your audience, it has little to do with the technology and everything to do with effective communication.

Use a hub & spoke model for building online relationships

A very strong way of building online relationships is to provide people with something that’s relevant. Whatever form this content takes it should be something your business owns. By owning I mean your website or blog and not content on someone else’s platform.

Tools are used to entice people to visit your offering. One of the best descriptions I’ve come across explaining this is likened to a hub and spoke effect. Your site / blog is the hub and social media tools are the spokes.

We’ve mentioned the Razor Social website before, on which we find Ian Cleary to be an excellent source of information on social media tools.

Before jumping into a particular social media tool, however, I would advise that you determine where your customers / prospects are participating online already. Also, have a look at which platforms your competitors are using, or not using.

Maybe prioritise your efforts on one tool first and experiment. Do you have anything unique that you could offer on a particular channel that gives you a perceived advantage e.g. visuals? Have any of your staff / colleagues an existing expertise on a particular platform that you can learn from?

Here is an interesting infographic from the people at Spin Sucks that outlines an 8 step tool-agnostic approach.

7 Tips about being human on social media

Social media can be used to show customers, and prospects, who the people behind a logo are.

  1. – Be personable – you and your colleagues are your brand.
  2. – Listening is as important is talking, find out what your customers are talking about.
  3. – Talk in the first person rather than as a brand.
  4. – Have a unique voice, for instance, if you have a sense of humour – show it.
  5. – Use people’s name when engaging with them, just as you would offline.
  6. – Get your message across any way you can by using video, cartoons, emojis etc.
  7. – To err is human. If you make a mistake, acknowledge it as soon as you can.


Social media is driven by technology but that’s a feature, not a benefit. It is only two-way communication that facilitates the building of online relationships. Once social media platforms are seen in this way, as a tool, conversations with targeted customers can occur. Also, a business can move closer to being truly customer focused and they might even start appearing as a human beings.

“Thank you for reading our blog post today” – Aidan & Jim.

 Would you like us to notify you, by email, when we publish new content? If so, just let us know by clicking here. Of course, we can always meet face-to-face, just leave your details here and we might grab a coffee, cheers. Jim – O’C&K

16 Reasons To Be Cheerful – Part 3 – Using Social Media To Build Customer Relationships


In this post we continue our look at how marketing can help build customer relationships. Part 1 is here.

As a business owner, do you remember the good old days when marketing options only consisted of print advertising, cold-calling and exhibitions? Looking back now, we can see how limited these options were when trying to build customer relationships – not ineffective, just limited.

Then the great marketing saviour arrived on the scene – social media. Of course, we were thrilled with these shiny new tools but were flummoxed wondering how best to use them. Facebook, Twitter, LinkedIn et al. certainly drove connectivity through the roof and brands wanted in on the act.

Businesses tried to be social (kind of) and started measuring how many ‘likes’ and ‘followers’ that they could amass. However, in the early stages, social media was not providing the sales expected – not because of the tools, but because of how they were being used by brands. Purchasing power had finally moved to the people.

As a result, it is only in recent years, I believe, that brands have started to distinguish between ‘social media’ and business social media. Nowadays, a lot of businesses are including social media in their overall marketing strategies. It appears that it has finally been accepted that social media is not a passing fad but needs to be treated differently, as a marketing activity.

Finally, brands have realised that they will never be a customer’s close friend, but they can be of relevance to them.

What we like about social media for our own business is that it affords us the same opportunities that larger organisations have for brand visibility. It also allows us to listen to what our audiences are talking about as well as trying to engage them, on their terms. Finally, it not only helps to build our visibility online but can help build awareness offline also, due to networking and increased brand recognition.

Yes, the pace of change in social media can be frightening at times. Recently, we have seen a timeline algorithm update from Instagram (similar to that of Facebook and Twitter), Snapchat 2.0 (integrating voice and video calling – without a mobile number), and Facebook is enhancing their video metrics (daily performance metrics).

The bad news is that change is constant but the good news is that the upgrades are usually better for brands to build customer relationships. A good example of social media being good for business and relevant for the customer will be the introduction of the buy button on social media sites.

Four social media marketing techniques for you to consider.

  • Use it to build your brand.

This is a long-term strategy that builds and engages with a specific audience. As mentioned in our last posting on this blog (Part 2), trust, built-up over time, leads to a brand that customers genuinely like to engage with.

  • Use it for sales and conversions.

This technique has a short term focus. It entails using platforms like Twitter or LinkedIn to identify a specific need that an individual / business may have. After connecting with them on social media a request for a meeting is initiated. Care is needed that your activity is not considered spamming and accordingly, must be based on correctly identifying a need that you can satisfy.

  • Use it as part of a multi-channel campaign.

If you are planning a short-term marketing campaign, social media can be used to create extra excitement for a large audience. You can get people’s attention with polls, competitions, hashtags, videos etc. and with a bit of luck, your video or hashtag might go viral!

  • Use bookmarking sites for reach.

Social bookmarking sites can help you to drive traffic to your site. We use on a daily basis which is a really good curation and distribution tool. The only downside is that these sites are not targeted per se, so they are more suitable for reach instead of sales. Here’s an oldie but goldie list of such sites from SEJ.

What’s changed for businesses trying to build relationships with customers is that they must do so using many types of platforms and strategies. As alluded to above, the pace of change is extremely fast and it is important that brands keep up to date with online developments. Sometimes it’s best to outsource this element of your business strategy.

As with all tools and techniques, there are right and wrong ways to use them. Here are four signs that you might not be using social media in the right way.

  1. You spend a lot of the time talking about your own business and its offers
  2. You have no consistency of voice across your different social media platforms
  3. Your audience isn’t growing or worse – is not engaging with you
  4. You find being on social media to be a chore so you don’t bother measuring results

When done right, social media can be a very effective element of your efforts to build customer relationships. Consider the above warning signs and change your approach if needs be.

Tips and Timesavers

Some businesses have considered it good practice to have documented policy and procedures for their social media activity, in-house. We would recommend that all businesses do so – there are many templates online that can be used.

There are also a few basic principles of social media marketing that should be adhered to:

  1. Respect your followers and don’t provide them with less than 100% quality content
  2. Give freely to others because what goes around comes around
  3. The customer isn’t always right but at least, move the discussion offline by way of customer service
  4. Paid for advertising on social media is acceptable, as it is targeted – spamming is not
  5. Building relationships with and using social media influencers is fine, if mutually agreed
  6. Review your analytics (usually free) weekly and learn from mistakes
  7. Be consistent of voice and be positive in attitude
  8. Don’t become a jack-of-all-trades and master of none. Pick a platform where your audience is


If you decide to use social media as a tactic for building customer relationships remember that it must form part of overall business objectives. It is not a good idea to be on social media because everybody else is. Determine your customers from your marketing plan and use the channels where they are, to engage with them. In this way, they are more likely to respond to your calls-to-action.

“Thank you for reading our blog post today” – Aidan & Jim.

 Would you like us to notify you, by email, when we publish new content? If so, just let us know by clicking here. Of course, we can always meet face-to-face, just leave your details here and we might grab a coffee, cheers. Jim – O’C&K

16 Reasons To Be Cheerful – Part 2 – Maintaining Your Customer Relationships Online


In our last blog (Part 1), we spoke about using marketing to build customer relationships. In this post, we’re going to look at ways that the customer relationship might be maintained through online activity. By the way, in Part 3, we’ll focus specifically on how we can do that, using social media.

Think about the many ways we build relationships offline. It can be through sharing a joke, a personal introduction, a warm handshake or even just a smile. Personal connections build trust. The challenge for us, as business owners, is that when we go online, it is difficult to replicate the human touch. In our online conversations, we don’t have the human signals such as the handshake, the eye contact, and the body language. These engagement opportunities are not available online. Or are they?

How might we replicate those 3 human signals online?

First of all, when a person lands on your homepage they’re thinking “is this site of interest to me? Are the owners genuinely interested in helping me?” Your website needs to answer those questions by simply stating who you are, what you do and how you can help them – all in a user-friendly way. You might consider this your personal handshake.

Secondly, you might equate the eye contact with their experience of your online presence. If they have read your blog or arrived on your site through a social media channel – are you consistent in tone, voice, and personality. Is it informative or entertaining and easy to navigate?

Thirdly, will they consider their meeting with you good enough for them to return (your body language), and start building a relationship with you. Building a relationship means building trust, which you can do by sharing relevant content, delivering what you promise and responding to their online requests for help.

Here is a link to an article on the MasterCard Biz site that gives us three practical examples of 3 Easy Ways to Bring In-Person Customers Online.

5 other areas that should help maintain customer relationships online.

  1. Website speed. In addition to your site’s functionality, speed plays an integral part of its UX. I, for one, don’t hang around for probably more than 5 seconds if a site isn’t loading – how is your patience? Use the Google’s PageSpeed Insights to check your site’s speed.
  2. Mobile Audience. Build your website with a mobile audience in mind. The majority of people now search on mobile devices. Your content and Calls-to-Action must be accessible (and readable) on the small screen.
  3. Online Personality. Let the real you shine through the business’s online voice. People like to deal with people so forget the business-speak. Why not have some fun while you’re at it.
  4. Content Platforms. There are many platforms that you can use in addition to your blog. Visual communication is becoming the most popular method to engage customers. Think YouTube, Instagram, Periscope, Snapchat, Pinterest – use your smartphone on the fly.
  5. Influencer marketing. Build on the trust that existing influencers in your industry / niche have on, say, social media. Building an authentic relationship with them augurs well for your customer’s perception of your authority.

Tips and Timesavers for an online review

You may well be attending to all the points above but sometimes it is good to review your online relationship with your customers. Here are eight suggestions that we think might help you reconsider your customer relationship:

  1. Analyse your traffic to see when, how and why they come to your site
  2. Go out of your way to have a conversation with your customers
  3. Learn about your new customers – who they are, what they do, why they do it and what they dislike
  4. Research if, when and how your customers use a mobile device
  5. Stay up-to-date with industry trends so as to pass on benefits to your customers
  6. Check that your customers are still on the same social media channels / platforms as you are
  7. Deliver relevant content in a format that they can access easily i.e. 2 clicks
  8. Check that your customers are still engaging with your marketing messages / storytelling


By being available online to help customers whenever they need it, will go a long way to building a sustainable relationship. The ultimate goal for your business is to have customers trust and understand you completely. The payback for your efforts will be that they will tell everyone about the excellent brand that you are – it’s only human nature.

“Thank you for reading our blog post today” – Aidan & Jim.

 Would you like us to notify you, by email, when we publish new content? If so, just let us know by clicking here. Of course, we can always meet face-to-face, just leave your details here and we might grab a coffee, cheers. Jim – O’C&K