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Posted by MiriamEllis

Your local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most?

Right now, a potential patron near you is having an experience that will inform their decision of whether to do business with you at year’s end, and their takeaway is largely hinging on two things: your brand’s transparency and empathy.

An excellent SproutSocial survey of 1,000 consumers found that people define transparency as being:

  • Open (59%)
  • Clear (53%)
  • Honest (49%)

Meanwhile, after a trying year of fake news, bad news, and privacy breaches, Americans could certainly use some empathy from brands that respect their rights, needs, aspirations, and time.

Today, let’s explore how your local brand can gift customers with both transparency and empathy before and during the holiday season, and let’s make it easy for your team with a shareable, downloadable checklist, complete with 20 tips for in-store excellence and holiday Google My Business best practices:

Grab the Holiday Checklist now!

For consumers, even the little things mean a lot

Your brother eats at that restaurant because its owner fed 10,000 meals to displaced residents during a wildfire. My sister won’t buy merchandise from that shop because their hiring practices are discriminatory. A friend was so amazed when the big brand CEO responded personally to her complaint that she’s telling all her social followers about it now.

Maybe it’s always been a national pastime for Americans to benefit one another with wisdom gained from their purchasing experiences. I own one of the first cookbooks ever published in this country and ‘tis full of wyse warnings about how to avoid “doctored” meats and grains in the marketplace. Social media has certainly amplified our voices, but it has done something else that truly does feel fresh and new. Consider SproutSocial’s findings that:

  • 86% of Americans say transparency from businesses is more important than ever before.
  • 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • 63% of people say CEOs who have their own social profiles are better representatives for their companies than CEOs who do not.

What were customers’ chances of seeking redress and publicity just 20 years ago if a big brand treated them poorly? Today, they can document with video, write a review, tweet to the multitudes, even get picked up by national news. They can use a search engine …

You can read the full article at Moz Blog

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Posted by MiriamEllisYour local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most? Right now, a potential patron near you is having an...