If You Have an Enemy, Give Him Information

The above quote is precise in this of age information overload and as marketers the learning that I am about to share through this blog has definitely helped me get better insights and measure what matters.

Metrics Introduction:

Metric are data that demonstrate how your Intended user action Impacts your business. For Instance If your metric is CAC It simply shows how much are you investing to acquire that one customer.

But the real question is why are metric so important?

Without proper understanding of the metrics for your business or product your situation somewhat be like…

However, with the proper understanding of metrics you are able to understand your user behavior better, and this also helps you in deciding the next course of action for your business.

With an understanding of metrics in this world overloaded with jargons and data it feels like….

Usually these metrics can be measured through various tools but the most widely used and which I have practiced on is Google Analytics. Other commonly used tools are Mixpanel, Clevertap and Amplitude.

Product Goal – Importance Of Goals

Before we define the right metrics for our product there comes defining the right goal for our product, company or business.

A Product Goal is the final result that the company is looking to ACHIEVE.

The most common example that comes in my mind is when TATA Nano’s goal was to make car affordable to every house in India.

Other common goals vary from company to company depending on what are they trying to achieve.

A company could have goal related to revenue, customer satisfaction, retention and many more.

The Product Goal will determine the exact Product Metrics that will important for the organization.

Levels Of Metrics

When I work as a performance marketing expert many a times my task included to find the reason or recommendations behind a particular drop in performance. Working in a digital space provided me with a huge amount and I used to always feel as if I was stuck in a maze.

Even though I used to have an approach but in between I used to get puzzled among the different metrics and get completely confused.

Then I found the concept of the level of metrics and since then I have been a better understanding of the tasks and also been able to provide better insights and recommendations.

My Approach: Below are the steps that I started to use after the understanding of the hierarchy of the metrics.

1. Focus Metric: Also called North Star Metric. This is the top Priority metric. And thus has a direct impact on the goal of the organization. Thus improvement in focus metric leads to direct improvement of the product goal.
2. Once you have determined the Focus Metric comes the Level 1 Metrics. These metric complement the focus metric. In digital media space majority of the time the level metrics included these important ratios like CPM, CTR, CPC, CVR, CPA. These Level 1 metrics are a more deep dive in direction the focus metric is pointing to.
3. Level 2 Metrics these include a more detailed breakdown of Level 1 Metrics. The Level 1 Metrics could either be broken down on the basis of their individual metric or on different segments like location, device type, platform etc.

Once you create or setup this simple Levels of Metric you tend to easily diagnose and detect the drop off points or areas of opportunities.

Here’s an example of Ecommerce in which The goal of the organization is to increase the No. Of Weekly Active Buyers. I found this insightful and similar could be build for your Product Metric too.

Types Of Product Metric Frameworks

Every Product, company or situation is different, hence a framework might not fully fit in but it will us in structure our thought process.

Most Common Used Metric Frameworks:

• AARRR – Pirate Metric
• HEART – Google’s Invented
• GAME – Impact Map

AARRR – Pirate Metric Framework

This framework is mostly used when the product is about to be launched. This allows us to identify each and every stage and evaluate it.

The AARRR Consist of:

1. Acquisition: How are customer finding your product? How many are using it?
2. Activation: How many customer are signing up and using the product?
3. Retention: How many customers are still using it regularly?
4. Referral: Do your customer tell others about the product?
5. Revenue: Is product making money? How is it monetized?

HEART – Google Invented

As the title suggested this framework was invented by google and is widely used in terms of engagement.

HEART:

1. Happiness: We determine the customers level of happiness and satisfaction from our product. Key metric that can be used are NPS, CSAT, CES.
2. Engagement: This aims to measure how long and how frequent are the users using the the app and product. Key metrics could be time spent, completion rate.
3. Adoption: This allows us to understand how quickly are user starting to use your product. Is it getting them Hooked?
4. Retention: Goal is to make sure user continues to use your product for a longer period of time. Retention Rate, Customer Churn Rate, Repeated Purchases are few metrics that can be used.
5. Task: How long does it take for user to complete task with any break or bad experience. This could end on a more technical side were bugs, crashes, bounce rate are few metric frequently measures

GAME Framework:

It is the most hot topic and this framework helps you in defining your own custom metrics.

GAME:

1. Goals: what is the advantage from user activity or what is product or features commercial objective. It determines what objective we want. Eg Onboarding new customers, Increase Engagement etc. Identify the business and user goal first
2. Actions: This tends to break down all the steps that user takes in their journey. The goal is to prioritize important actions and avoid intangible metrics
3. Metrics: Identify our north star metric and then try to fit in metric on every part of journey broken down in step 2.
4. Evaluate: This step is like an audit that helps you to determine the strength and weakness of your approach.

Learning about these frameworks helps and individual have a systemized thought process. This helped me to have a better bird’s eye view and come up with my own version.

Also while Studying these frameworks I noticed a common pattern which I had learned fron Nir Eyal book-Hooked. It focused on the MAT principle that helped us in making habit-forming products.

The MAT Principle included Motivation, Ability and Trigger.

1. Motivation: What motivated customer to use you product
2. Ability: Is your product easy to use?
3. Trigger: What triggers them to use and return back to your product?

On learning about product metrics this made more sense.

So that’s all I could summarize about my learning on product metrics and growth. Today with the new age startup where product is the key. Understanding their metric could give us an edge as marketers.

I hope this blog provided you with some useful insights. Let me know your thoughts in the comments and so share it with someone who might find this helpful.

Thanks for Reading!!

Before I start let me share that I have been working in the marketing domain for 2+ years, working with brands & businesses has helped to learn and share this along with you.

This year along with my work I decided to invest in a short course that helped me learn about Media Planning & Buying. To those who don’t know what this term means it’s basically planning your marketing & media for Digital and Physical to get the maximum efficiency & ROI of your marketing budget.

So if you are a digital marketer, entrepreneur, marketing enthusiast or curious to learn about agency this blog will help you to get an overview of How to Plan & Buy Media.

Media Planning helps you to Ensure that you reach & communicate with your desired target audience in an efficient & cost-effective manner

Myth In Media Planning:

Media Planning is the last step of process.

Reality is that one should Always plan media alongside the creative as it helps you to create the best Impact.

one thing which I would want to highlight is if you are new to Marketing & Digital, Media Planning should be learned last after you have had sufficient exposure to various platforms.

What is a Brief? – A Brief In Media Planning

Everything that happens in an industry starts with a BRIEF.

When Client Shares a brief there is a certain objective that you need to map to the brief & there comes the 4 Elements of AIDA Model:

1. Awareness
2. Interest
3. Desire
4. Action

A Brief helps us in Understanding the objective the client is trying to achieve. It helps you to map your objective from the AIDA Model and plan accordingly. Every brief that reaches you ultimately is mapped to one of these objective.

Two Sides Of Any Media Plan

Just like a coin has two sides. The two sides of brief has two solutions:

1. Creative Solution
2. Media Solution

The best results that we have noticed appears when you plan your creative along side with your media. This helps you to judge what will work and plan accordingly.

Here’s a case study of Campbells Soup that was shared to us during our online course at IIDE:

In 2016, Australia Witnessed its warmest winters which lead to an all time low sales of Campbells Soup.

The Brief Given To It’s Marketing Agency had two Points:

1. Sales of Campbells soup have hit an all time low.
2. How do you make soup still relevant for people in today’s time?

The Agency came up with a Media Plan that created Individuals ads each one specially tailored for what your were searching for on youtube.

This didn’t give the audience a reason to buy it gave them Thousands

Requirements For Every Media Strategy:

Every Media Strategy Requires:

1. Campaign Duration: The Duration for which the particular campaign would last.
2. Definite Budget: The budget to be spent.
3. Media Planned As Per Creative Strategy

For Instance:

If your creative strategy involves # Based Content then the media platform you will use: Twitter, Facebook, Instagram & Influencer marketing.

Note: The Media Planner sits with Creative Strategist understands the brief and try’s to see where the Creative Strategist is trying to take the campaign and accordingly plans for media that fits perfectly with creative.

All of this plan could be drafted roughly in an excel sheet. Learning basic of excel would always be helpful while designing media plan

The excel sheet simply contains: Platform, Budget, Campaign Duration, Media Planning Components.

After Planning Comes Buying.

But before buying one needs to understand the basic terminology of Media Buying Ecosystem.

Understanding Ad Publisher & Networks.

An Ad Publisher is nothing but an individual site that has become so large that it can run media on its own. Eg. FB is a Ad Publisher

Whereas, Networks are a cluster of unrelated small website that might now be able to attract on their own & hence they team up together.

They are similar websites that team up together so advertiser find it easier to target them. Eg. GDN you can find network of websites related to Home Décor. Double Click consist of network of premier websites and is also managed by google, popularly knows as DV360

Understanding Self Serve & Non- Self Serve Platforms.

Consider you go at a restaurant that is self served. What do you do?
You go help your self Similar is the case for Self Serve Platforms where you can start running ads on your own.

Popular example for this is: FB, Google Ads, Youtube Ads.

But In case of Non-Self Serve there’s a difference. Non-Self Serve is when you actually need to contact the platform to buy media space.

Popular example:  Scoop Whoop

Components Of Media Plan

In total there are Eight essential Media Planning Components that is present in mostly all media plans:

They Include:

1. Budget
2. Targeting
3. objective
4. Platforms
5. Ad Format
6. Deal Type
7. Duration
8. Weightage

Components of Media Plan is something that is the job of A Media Planner so unless you are someone who plans media knowing these terms would be sufficient but incase you want to dive deep into learning these components download this pdf that I have created.

Metric That Matters: Choosing your North Star Metric

As a marketer the one biggest challenge that I face even today is getting lost in numbers & metrics. There are so many campaigns to look at more the metric more is it confusing for the team to monitor and measure.

Setting a North Start Metric helps the entire team to align.

But the Question is What should be you North start metric?
Well the simple answer to this is the Metric that Matters.

I have created this small pdf mentioning the metric that one can choose depending on the type of objective they are trying to achieve. Download it to learn metric matters for you.

Lastly, Media Planning & Buying is also more of dependent on intuition and the brand you are working with. You can switch the budgets to performing campaigns incase of digital even after you have planned media.

The more you practice the more you do the more efficient you will become. To understand how all of these it put together in an excel sheet download the mock media plan.

Incase you have any doubts or want to learn media planning & buying in depth feel free to reach out on my email: haiderppc@gmail.com

Thanks for Reading!
Haider

What is selling ?

How do we sell ?

Is it easy to make sales ?

All of these above questions depend on a single fact and that is “How do we perceive selling”

In sales sky is the limit and as long as you can produce sales you don’t need to worry about anything else. 

Selling = Serving

While doing sales we tend to get nervous, we start doubting ourselves and even before the client says ‘NO’ we tend to believe that the sales is over.

Well, this happens because we perceive sales as getting someone to do something that they don’t want to do or to get something from someone without providing them with enough value.

But what if you really weren’t selling instead your were ‘Serving” 

Would you still be that nervous ?

Would you still fear approaching someone ?

Wouldn’t you make that last call before leaving ?

Wouldn’t you touch as many people as possible ?

All of our beliefs about selling changes when we change our perception about what selling really is.

In the year 2018 I did my first sales internship. Even after 10 days I wasn’t able to get a single positive response. I got really frustrated and decided to do something about it. I meet with one of my mentors and talked with him for about 4 long hours and I realized that my strength was in connecting with people and sales & marketing would help me do that. I also learn’t one more thing that day and that is,

Selling = Serving

And since that day I have never been nervous about connecting with people because I understand that by providing value to someone who is looking for solution is in a way serving them. 

That day changed my life and I wrote down all the points about why selling equals serving :

1. You don’t need a permission to serve, do you ?

2. You can’t lose by serving, can you ?

3. You feel great while serving, don’t you ?

4. The returns you get by serving is much more than profits, Isn’t it ?

5. When you go with an intent to serve your confidence increases, doesn’t it ?

Zig Ziglar said, ” You can get anything that you want in life if you can just help enough people get what they want “

As the famous author says…

You can get anything in life is you can just help enough people get what they want

– Zig Ziglar

So from now onward lets change our perception and focus on serving and connecting. By being authentic and putting other person’s interest in front of our own is the perfect way to sell anything that you want.

Selling = Serving

Regards,
Haider Arsiwala

Hi,

Haider Here and today I am about to write on 5C’s how I do Sales.
In the next 15-20 minutes of reading this blogs will help you increase your sales and grow your business

Before that let me introduce myself and what I have done that allows me to write down this article. I have always been passionate about people, communication, and serving. and because of which I have been able to work with amazing startups and corporates in the past.

Sales is something that I have been doing for a long time now and recently I took a Passion Project where I helped my dad business design a marketing campaign, reach more people and In-turn get sales and grow their business.

Through this blog I am going to break down how I practically
implement this framework and will help you increase your sales.

I believe is one of the most important areas in any business, SALES.

Now to understand why sales are Important I would like to give this simple analogy of a tank.
Consider A tank that has multiple outlets that removes water from the tank but it only has a single inlet to pour water inside.

How long do you think that the outlets will be able to pour water out of the tank if it doesn’t have an inlet that pours water in the tank?

That’s is Sales.
sales is the backbone, oxygen, living of any business.
Any business without sales is ultimately going to die.

5 C’s in Selling

I have broken down into 5 C’s in selling
Courage
Care
Clarity
Communication
Conversion

These 5C’s will simply help you to understand and grow sales in your business

Courage

Positive!
That’s the blood that goes through great salesmen.

Seeing the positive side of anything. You give them anything negative they make you see the other side of it.

These 5C’s will simply help you to understand and grow sales in your business

Everyday In sales either you sell offline, online, B2b, b2c you are going to hear a lot of No’s, But sales has always been a contact sport, the more people you contact the more you win.

To be courageous I have this idea that I would love to share and that is simply

Selling =Serving.

No matter which business you are in if you go intending to serve, You can’t be anxious, can you?

Courage comes from accepting sales as a long-term game where you are gonna hear a lot of No’s to get one Yes.

Care

In the business we have to deal with many people, stakeholders it can be customers, vendors, employees, and sometimes maybe investors.

And everyday you are somehow selling them either your products, ideas, or vision to stay associated with you.

And this is where you need care: As a business caring for the people you work with can get you far.

When we are genuinely interested in serving and caring for people we deal with it shows up in our confidence, approach, and way of doing business

Care is an invisible force in the game of sales.

Clarity

Every business has a message, which they communicate to their audience.

Most of us are so involved in the daily process of our business & managing the daily task that we never take out time to strategize and think.

What is our business?

Who are we serving?

How is it helping them?

Answering these few Simple Questions Can help you gain clarity.

Let me share with you how I usually Impement this

I simply ask these few question:

1. What are the category product line that we are selling.
   
   Divide the entire product line in simple categories. This helps people to know about the specific categories we deal in and helps build recall.
   Category x
   Category y
   Category z
   
   This makee both us and the customer the clear about what we do. The customers now have a clarity that they can find the products in these 3 categories with us.
   
   
2. How does it help them:
   Every category might help the individual in an area in their life, understanding how the categories improve and helps them makes it more relatable.
   
   eg: mirror cabinets – get practical storage with good looks.
   
   Clarity is of utmost importance in both the digital and offline world. Any message that people find confusing or need a lot of brainpower to process makes them switch.
   
   
3. Clear CTA- call to action: Everything you do is waste if people don’t take any action.
   Clarity gives them the power to take action.
   Giving clear CTA helps you get conversions.

Communication:

The next is communication there are so many people out there that have clarity but fail to sell because they don’t know how to communicate the message.

Make sure that people who are confident, aware, and have clarity are the ones facing and dealing with the customers.

The clarity in your mind might help you to understand things in your business but the way you communicate that will determine how clear is your message is in the minds of the customers.

The best way to build communication is through networking. Go and face people, meet as many of them you can from a variety of backgrounds, cultures as this will help you overall understand people and communicate better.

Conversion

The Last is the Conversions.

How good you are at sales is determined by only one thing and that is the conversions you get. Everything needs to track to be improved and so it is for sales. The amount of people you convert is ultimately what matters.

To convert you need to know how to close.

Closing is all about how good you are at helping people take action and that again loops back to our previous points that is Clarity and Communication.

Clarity + Communication = Sales

I Hope This blog on sales must have provided value to you and gives you a framework to implement in your business.

Do comment and let know your views and share this someone who would benefit from this.

Regards,
Haider Arsiwala

“You are not the part of the problem so you can back away and become the part of solution”

The one thing that we do wrong when in sales is that we CONFUSE OUR SITUATIONS WITH THEIRS. When we get an objection or face an emotional reason we tend to sail with it without realizing that we are not the part of the problem.

Your wants, needs, desire, tastes and capacity to pay have no relation with the prospects need, wants, desires and ability to pay. When we tend to be sympathetic we start to think irrationally and mix our situations with theirs. 

EMPATHY : 

Sympathy means you feel like another person feels whereas Empathy means you understand how the other person feels though you donnot feel the same way. 

With empathy you understand and are sensitive to feedback you pull yourself away from the problem and recommend a solution. 

If you’re going to build a sales carries you got to have empathy. Empathy is the ability to get inside the feeling of other person and look at his wants and needs through his eyes.

“SYMPATHY COSTS YOU & YOUR PROSPECT

         EMPATHY PAYS YOU & YOUR PROSPECTS”

Regards,
Haider Arsiwala

I Did Dukaan Se MBA

I took this as a passion project besides my full time job where I decided and helped to do an organized campaigning for A retail store.

In this 40 days we:
1. We designed a marketing campaign
2. Reached more people
3. Got more business

As we were gonna invest time, efforts and resources and it was for the first time we ever had decided to do something like this we were a bit skeptical including me.

From designing pamphlets, cards to making videos, designing ad copies, running ads and making Landing pages it was an Excitement.

I have worked at multiple startups and corporations but the excitement of doing and experimenting here is something that I always cherish.

Being someone who loves to meet people, communicate and sell and that is something that I have been doing over here since I was age of 13.

Earlier when I used to come here the only thing that I did was to clean products and places but over the period of time I have learned and developed so many skills over here.

Quality & Price are the two main aspects in any business, mess with anyone of them and you are at a risk of loosing business

– Juzer Arsiwala (Proprietor, Rajabali & Sons)

During this span of 40 days we had an approximate count of more than 500+ people who visited our store and out of them we were able to help many of them to get the products that they want.

From showing to selling, packaging and delivering all this wouldn’t have been possible without the wonderful team that we have. All thanks to Idris Arsiwala and Mufaddal Soni and all the rest who were in this since Day 1.

The Last thing that I want to share is many a times I have been asked and told that what is it with this dukaan and today I will just sum it up by saying, “Yeh Meri Dukaan Hai ”

All of the things that we did have since Day 1 have been documented and shared on my YouTube Channel. Do go and watch out if this is something that Interests you!

I Hope this Blog & Playlist Provides Value to you.
Do Share your thoughts & comments I would love to read them.

Regards,
Haider

The best rose bush is not which has the fewest thorns but the one which bears the finest Rose.

From The Law Of Success

This quote states what truly matters in long term. It’s not your mistakes or scars but your growth and wisdom that came along the journey.

Very seed of success is dormant in every defeat that you experience.

Self-Confidence is no exception it is developed when used but disappears if not. Act of defeat is not the Act of failure until accepted in the mind.

Why we fear things that never happens ?

Skepticism is the deadly enemy of self-development and progress. Is it not strange that we fear most that which never happens?

We destroy our initiative by the fear of defeat when in reality defeat is a most useful tonic and should be accepted as such.

My Self- Confidence Formulae:

• First: I know I have the ability to achieve the object of my purpose and therefore I demand myself to be persistent, aggressive towards the attainment of it.
• Realize my dominant thoughts of my mind eventually reproduce themselves in outward, bodily and action and gradually transform themselves into physical reality.
• Through the principle of Auto Suggestion any desire I persistently hold in my mind will eventually seek expression through some practical means. I need to keep looking at opportunities coming in my way and take action.
• Be Clear about what I want from my day, week and month and be definite about my service to the people around me.
• I realize that no wealth or position can long endure unless built upon truth & justice.

Imagination

If you want to know what the other fellow will do use your Imagination, put yourself in his place and find out what you would have done . That’s IMAGINATION

Your Imagination belongs to you. Use it, the more you use it the more it will sere you.

How Imagination helped me In Sales

No salesman can make a sales if he doubts that he can do it. The only way to first close a sale is in your own imagination.

I remember when I was working as an Business Development Analyst at Saffron Stay my job was to sign properties. I used to call Home owner in order to pitch and I still remember the thoughts that use to rush in my minds while used to pitch them. The First Thing that used to come in my mind was He Ain’t gonna listen and over coming this was a challenge. But as I used this tool of Imagination it made me more confident and helped me get more deals

Imagination to be remembered!

How long do people remember you?

Either in a job or business your ability to get remembered by the people you worked with or are working with is an essential skill. If people remember you get the benefit of being known and this helps you to get many benefits.

But being remembered is a art and it needs imagination. You need to have an imagination to contribute in such a way that people remember you. The way people remember you is your personal brand.

Enthusiasm

Enthusiasm is contagious and vitally effect not only the enthusiast but all with whom he comes in contact with.

Enthusiasm will affect you and will affect others. Happiness is the final object of all human effort and enthusiasm will help you achieve it.

Mix enthusiasm with your work and it will not seem hard or monotonous. It energizes you & entire body.

When your mind is vibrating at a high rate because it has been stimulated with enthusiasm than vibration registers in the mind of those with whom you come in close contact with.

Every thought held in the conscious mind has tendency to draw to it other thoughts of similar nature

Self Control

No man can control others unless he controls himself.

Enthusiasm and self control go hand in hand. Men who control themselves usually boss the job no matter what it may be.

How do one control his own self?

Self control is solely a matter of thought control.

You are the sum total of your dominating or most prominent thoughts.

My Sum Total Formulae

Haider Arsiwala = Books He Reads + People & Content he Follows on Social media + His Experiences + His Family & Friends + People he works with + The places he goes to.

Key to open Opportunities

The worlds bestows its Big Prize both In Money and honors for one thing and that is Initiative. It means doing the right thing without being told.

Two things I noticed stopped me from taking Initiative: Procrastination and Fear of Doing More & Receiving less.

Procrastination will be your first enemy to overcome when it comes to taking initiative. It will simple slow you down by asking this simple question, Why? Why should I be the one to do it? Why Should I work hard ? Why … Why….
Simple Question to overcome is to turn the why on itself and ask Why Not?

Second, Is Doing more receiving less. Having stayed in a joint family I have most of times noticed this attitude and fear of being taken advantage off and being taken for granted. Also, Working at different organization I have been told to simple do my work and live happy. But the one thing this all have in common is what am I getting? and this belief simply rejects the thought what am I becoming. Through my experiences I have also grown by doing for things I love and People I care about. It makes me grow in the longer run.

Taking Decisions

So Which side are you on: Take Quick Decision..DO Fast Fail Fast or are you someone who thinks and analyzes before he acts?

I have been and extreme of both sides and each one has its own benefits and what I have come up to is seeing the upside and downside before taking up a decision

If it has huge upside and a smaller downside so for the fail fast theory.

If it has Some upside but a huge downside go for facts theory.

People also have this conflict of deciding either should have faith or facts?

Read this before you come to conclusion:

So here’s my view: Look for logic & facts in the realm of faith. Every True Faithful opinion will have a logic if you are truly interested in finding one and every logic that has ever been proved had an absolute faith to finding and discover something that exists.

Law Of Nature

There’s these impactful line which says, ” Some Lessons have to experienced before they can be understood. We all are the victims in different ways, to the truth.”

Doing is the best way to experience something. Do and you shall have the power.

What I found after analyzing Powerful People & Power

If you analyze power you will find Organization & Co-Operation as the two chief factors behind it.

Powerful people are organized and drive huge organization. This is one thing that somehow I struggle with and I am known for being a bit less organized. I get the work done but this is one skill that I am looking to develop and practice more in 2022.

Warren Buffet is a wonderful example when it comes to organized investing. Sam Walton For Walmart and how he built a huge organization like Walmart in an organized way which till date is looked up to by Jeff Bezos.

Co-operation Of People & thoughts is what we learn from Mahatma Gandhi. He was Known for getting huge masses to co-operate and unite. Nelson Mandela, Tony Robbins are also two Wonderful personalities who have impacted and contributed to a millions lives.

Whatsoever a man soweth that shall he also reap

To do unto others as you would wish them to do unto you if your position were reversed. Think of others as you wish them to think of you is the key to attract abundance in your life.

I believe in myself. I believe in those who work with me. I believe in my employer. I believe in my friends. I that God will lend me everything I need with which to succeed if I do my best to earn it through faithful and honest service.

The Quotes & Learnings I shared In this blog are to help me and reader as a guide to guide us in our thoughts and approach towards this new year.

Happy New Year!

Love,
Haider Arsiwala

If someone asks you to sum up your reputation in three words what would you say ? 

How would people describe your knowledge, judgement and behaviour. 

Today reputation is the most valuable assest. 

Think about the last time you bought a laptop, phone or any other thing online. First think you would check would be the specifications, images and its durability. After that you immediately move to reviews and checkout the negative one’s. If you find more people speaking negative about a product you are tend to become cautious. 

No matter which product you buy, which book you read, which holiday place you select depends completely upon the reviews or what other people have to say about it.

Reputation is now the deciding factor of whether someone will buy from you or not. If you want to increase the number of sales, get more customer, generate more profits get better reviews. 

Reputation marketing can be divided into two parts :

1. Online reputation marketing 
2. Online reputation management. 

Online Reputation Marketing :

It is more of a proactive approach. Where we tend to promote our positive reviews and testimonial of the brand, product or service. It helps in promoting and creating positive awareness about the particular brand. It supposed to be an important factor in deciding how much a consumer will trust you. 

Ways to build a effective reputation marketing campaign :

1. The most important thing that you need in order to build a reputation is a brand. Brand building is the first step to reputation marketing. It consist of what the brand stands for and what should it be known for.
2. Promoting existing customer : Get reviews and share them. You need to touch and contact all the customers you have served previously and then ask them to give you a testimonial or leave a review. You won’t get it if you won’t ask for it. 
3. Get your previous customers involved : Collaborate with your previous customers, get them involved. You can do this in a number of ways by using polls, asking for suggestions, giving them a task. The aim is to help them remember you and then give them an opportunity to connect and share. 

Online Reputation Management : 

Research shows that if a customer is happy 20% of them will share but incase they are unhappy 100% of them will share. In todays age it has become really easy for your customer to raise query, concerns, ask doubts and also put out negative reviews. In such a case management of the reputation has become essential.

In order to manage your reputation use the following points :

1. Be Available : if there’s a concern a negative incident be there to address and resolve it at the earliest. Customers, most of the time just want to be heard and be responded and treated quickly. Be available.
2. Keep templates and holding statements ready : You need to have specific procedure and templates ready about how are you going to address the negative reviews and queries. As a brand it is important to have a single tone of communication. Treat every query equally and fairly.
3. Take the conversations offline : Customer look forward to human touch. Connect to them, call them but get them offline. 

The core of marketing lies in identifying your customer, knowing them better and being available for them. In today’s age credibility is critical. 

People buy reputation. 

People buy trust. 

People buy brand.

Your reputation is your most precious asset, do take care of it.

Regards,
Haider Arsiwala