Moving has the potential to be one of the most stressful events in life, whether it’s your home or business that moves. So many things that can go wrong, so many people to give your updated address to, so many things to update.
The last thing you want to do is have people showing up at locations that have closed (or been taken over by a competitor, as you’ve moved on up to a better location) but if you’ve spent a number of years at a location, there’s bound to be a memory of it out there, whether among your customers, printed directories or immutable and uncontactable online directories.
It’s not a good idea to leave records like this hanging around in Google Places or in any directory listings that you are able to update, but one place you can list your past locations is on your own About or History page. That way when someone searches for your business by name + street name (and if you’re lucky your business type + street name), you’re in with a shot of showing up.
image credit: Septuagent via Creative Commons on Flickr
I moved flat this week, just across town, so it wasn’t as much of a disruption, and it was to an area I was familiar with anyway, so there wasn’t so much learning ‘how to live here’ to do, but it made me think about what the upheaval of a move can teach us as marketers.
When you go somewhere new, whether it’s a holiday or a more permanent relocation, you need to get your bearings and develop some kind of routine. This presents a huge opportunity for businesses to market themselves at a point where your habits and preferences aren’t yet set. What’s the long term value (or short term, in the case of someone staying for a week) in being the go-to place for whatever it is.
Many customers are in unfamiliar territory, whether geographically or metaphorically in terms of product category. Are we as marketers really doing enough to help people? Isn’t the whole point of marketing to communicate what our products or services will do for the customer rather than it being the customer’s responsibility to work that out based on how great we tell the customer we are?
If your marketing is all about showing off your latest award, you’re doing it wrong.
If your marketing is all about massaging your ego, you’re doing it wrong.
If your marketing isn’t specifically targeted to communicating how you can solve problems for your customer, you’re doing it wrong.
If your marketing helps your customer solve THEIR problems, you’re doing it right. Gold star, go to the top of the class.
Image credit: Pewari Naan