tcb taking care business

After Elvis Presley was discharged from the Army, he decided to make movies instead of recording songs since he already had a stockpile of recordings that were being released.

He made movies for seven years before deciding on a “live” tour comeback.

Once on the road again, Elvis sported a ring and necklace with the letters, TCB, which he explained stood for Taking Care of Business.

Besides wildly achieving success, TCB was also the name of Elvis’ band for his road tours. Brands looking to recover and build their markets since the pandemic also need to TCB. Here are some tips.

Hidden Gem

A mistake common to many brands is dismissing the initial leads they receive and which don’t immediately convert into sales.

That’s why capturing even basic contact information on initial contact is important.

If the prospect doesn’t buy the first time, use the data collected like what they looked at to follow up with suggestions about similar products they may have overlooked.

Sometimes inquiring about why they left the site can reveal some valuable information as well.

Target

Many companies cut marketing budgets as a result of the pandemic and recession. This makes it even more important to work smarter with available funds.

Target and prioritize ad spending to the brand’s audience and platforms they frequent the most.

Similarly, focus on connecting with them where and when they are most likely to be active. Past data should reveal that information.

If it’s not being gathered, begin doing so immediately.

Website

It’s also a good time to revisit the brand’s website. How long are visitors on it? If many leave after just a few seconds, it’s likely a strong indication that the website needs to be redone.

A website that grabs the interest and attention of first-time visitors will induce them to browse and hang around. What’s also critical today is ensuring that a brand’s website is mobile friendly.

This became even more acute when people were in self-isolation and relying on their cell phones.

The other Achilles heel that some brands recently discovered is page load speeds.

This should be a no-brainer as people’s reliance on mobile devices make this ever so important. Every extra second counts.

Visuals

The value of pictures, infographics and video cannot be overstated. An earlier article emphasized the value and popularity of these.

Brands not leveraging their popularity are missing a great opportunity.

Convenience

Make it easy for visitors to connect with the brand and see what they need to know.

Have phone numbers displayed frequently and, in today’s changing environment with seemingly constant changes in store hours and operations, ensure that that information is readily visible and handy.

Nothing discourages visitors more than a frustrating search of a new website to locate this information.

Emails

It has been reported that the average open rate for emails is 20%.

If that’s the brand’s experience,that means sending out the same variation of that email five times to ensure that it’s read.

On the other hand, if the brand’s open rate is higher, don’t be a pest and tailor the frequency to the prospect’s experience.

Also, check to be sure the subject line fits with the audience. Tailor the messaging to what’s known about the customer.

This may mean sending out several variations of the same email to customers depending upon their likes and preferences.

Doing this correctly, however, will result in much higher open rates and success.

Finally, before considering the purchase of a list, look internally.

Often overlooked is traffic from social media platforms, consumers requesting information and guides on the brand’s website or Google, referrals, and folks who call customer service.

Harvesting and employing all these successfully can result in another of Elvis’ songs, “Whole Lotta Shakin’ Goin’ On.”

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.