Four Tips on How To Loose Market Share Online
I am yet to bump into a business that sets up shop but goes out of its way to ensure the reception area is unmanned 24/7. I’m not quite sure how many are like me, but if I walk in and find no one to serve me, I’ll probably go and not come back. Of course ATM lobbies don’t count. For consumer-facing businesses, spending time and money planning and putting together a great reception is a no-brainer because we have no problem seeing the relationship between the brick and mortar storefront and our ability to compete and grow. So why do so many businesses ignore the online storefront they put so much money into designing, building and marketing?
How do you tell that a reception is unmanned when the very design of the Internet allows the business to hide the true status of the reception behind glitzy slideshows and Flash wizardry? Simple. There are many ways, here are just four;
- You filled out the form the contact form but no one got back to you. Even some of the biggest brands are guilty of this.
- The live chat service is always offline. And it’s not you’re online when they’re closed for the day.
- The Twitter account has no tweets. Or has ridiculously few tweets but has been around for a long time.
- No responses are forthcoming when you send them a message on Facebook or Twitter.
They set up the website, complete with web forms. They setup accounts on Facebook, Twitter, LinkedIn and every other social media/networking space they could find.
They turned on the lights.
Then they failed to put a coherent strategy, human resource and long term financial investment behind this effort.
Nobody’s home.
I love how TBWA took advantage of Saatchi & Saatchi’s reception renovations. Very cheeky. Your competitors could pull the same stunt with your online reception and devour your market share.
And that is how to loose market share online. Simple, isn’t it?
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