The Internet is Creating More Conversations
Jeff Bezos, CEO of Amazon, said it best: “It used to be that if a customer liked—or didn’t like—your business, they might tell six friends about it. Now, with the Internet, they might tell 6,000.”
As the internet and social media take an ever-increasing role in the way we seek out and provide goods and services, it’s easier than ever for potential clients and caregivers to learn from each other’s experiences with various home care agencies.
Your clients now have a multitude of ways to talk to other potential clients about your agency—in addition to talking to their friends, they might post about it on social media, comment on your company’s website, or write online reviews on any of dozens of platforms. Thanks to the Internet, there are many more conversations taking place about your business than there have been in the past—and you’ll probably never see most of these conversations.
Consumers Trust Each Other More Than They Trust Businesses
On top of the fact that it’s easier than ever for potential clients to learn about an agency over the Internet, they’re increasingly trusting what each other say over what those agencies are saying. According to a major study, 70% of consumers say they trust the word of other consumers more than they trust brands.
In other words, potential clients are generally much more likely to be swayed by what each other say about your agency than by your agency. That’s not to say that your clients don’t trust you, or that you don’t have great relationships with them—but ultimately we’re hardwired to trust the word of people who have walked in our shoes.
The Bottom Line: It’s What Your Clients (and Caregivers) Say That Matters
Here’s what this all boils down to: If you’re trying to attract more clients and caregivers, what you say about your business doesn’t matter nearly as much as what your current clients and caregivers say about your business.
The need to provide a great client experience isn’t new; what’s new is that it’s becoming much more difficult to successfully market your services if there are clients having negative or lukewarm experiences with your agency. Your marketing is only as good as your client experience.
As Steve Schildwachter, Chief Brand Officer of BrightStar Care, said recently: “Client experience and marketing are the same thing now.”
To keep growing in this changing marketing climate, you’ll need to do two things: first, place an even greater emphasis on client experience, and second, facilitate ways for thrilled clients to share their experiences with potential clients through any channel that a potential client might learn about your agency.