What is it about your company and its offerings that get peoples’ attention? Is it your spin on the conventional products in your industry, or does your customer service blow everyone else out of the water? The sooner you figure out your excitement factor, the faster you’ll be able to improve it and use it in your marketing efforts. Knowing your excitement factor not only matters to customers but employees too. It may be the reason they choose to work at your company instead of Competitor A down the street.
If you aren’t sure what your excitement factor is, these steps might help:
Content strategy can help you define your excitement factor. Click the photo to learn more!
- Review your offerings and see how they are different from your competitors
- Ask employees and customers through surveys or brainstorm sessions what they love most about the company
- Research online reviews and customer service feedback to gather more insight into what people value most from your company experience
- Consider creating an excitement factor if there isn’t currently one and your company is struggling
The Struggle of The Missing Excitement Factor
Without a key identifier as to what makes your company great, a company may end up aimless and without direction. They don’t know what to specifically market to customers, so they end up with generic sales pitches or advertising that doesn’t really engage. This can lead to drooping sales, unexcited and fleeting customers, and the inability to grow financially and as a company.
If you don’t think you have an excitement factor, don’t worry! You can create one.
How to Create an Excitement Factor
While this is an article in itself, if you have researched and asked around and can’t identify anything that sets you apart from your competitors, it’s time to create something that will. While a company’s excitement factor will vary from company to company, there are a few basic concepts that you could make your own:
- Free shipping or returns, like Zappos
- Fast or drop-off service (like Progressive’s one-stop shop for auto repair and car rentals)
- Trusting customers in a unique way (e.g. Buick offers overnight test drives)
- Stellar customer service (The Ritz-Carlton hotels are known for this)
- Social responsibility (like TOMS promise to donate shoes)
- A modern website and experience, especially in an “outdated” industry
The excitement factor of your company should always be your top priority and be the thing that both makes employees excited to come to work and customers happy to work with you. Never take for granted that customers will keep coming and look for ways to make their experience one they will keep coming back for.
Need help defining your excitement factor? Contact me today to setup a call or check out our available Impact Revolution 90-Day content strategy plan.
Images via Pixabay
Kelsey Jones
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