As we ease into the new year, there is no denying that we are living in an online paradigm, where you cannot escape the current digital reality if you want your business to thrive. There are so many new and exciting ways to promote your business, whether it is through creative guerrilla marketing, online campaigns or direct mail-outs. Take advantage of these opportunities - it is important to make sure you are covering all your bases. However, beyond the glitzy frames of your flash animation advertising and the hypnotizing impact of the drop shadowed starbursts on your print ads, don't forget about the most important element in your business' success: your client's voice.

As a business, a strong social media and web presence is a crucial component to promoting your business in the current global climate and will become even more so in the future. The majority of consumers and potential customers are researching information online and referring their friends and colleagues based upon their experiences and knowledge. Not only that, there are endless amounts of online forums where people will broadcast their recommendations of products and services to strangers – and surprisingly this 'shared knowledge' between strangers has been an increasingly trusted way to find out the truth about a product or service that businesses promise to deliver.

Here are 3 key factors to keep your eye on when developing your new year marketing strategy.

1. Video Testimonials
   People don't always trust advertising, but people tend to trust people. Let's say if 'Bob' came up to you and insisted that he was the “best [insert profession here] around”, you would probably doubt Bob and assume the opposite; whereas if you heard from other people that 'Bob' indeed was the “best around” and they related their experiences on why, you would most likely be more open-minded and believe that 'Bob' is the “best around”. This is the same with products and services.

   Testimonials have always been an important part of promoting your business but having them just listed in a static format, sandwiched somewhere between the 'contact us' and 'location' section of your website, is not going to work anymore. With the explosion of online multimedia applications and platforms such as Vimeo and Youtube, you can speak directly to your potential customers through your current customers in a personal face to face format. By utilizing video testimonials, you are instigating an organic and persuasive conversation with your audience, as well as breaking down “corporate” or “commercial” barriers which can be an obstacle or deterrent for many.

   For example, here are two fitness centre websites - one with video testimonials (CLICK HERE) and one with written testimonials (CLICK HERE). After watching the videos on the first website, an immediate connection begins to happen. It is not just a website presenting information - here are people talking to you. Many business owners are hesitant to use video to promote their businesses but as you can see, providing visual and audio stimulation via video, even a low quality format (at little or no expense to you), can send you leaps and bounds ahead of those competitors whose text testimonials require too much effort for your audience to read, as shown on the second website.

   Also, make examples of your best clients. Give them your best services, your best deals, wrapped up nicely with all your bells and whistles. Use these testimonials as a strong argument on why people should support your business.

2. Customer Feedback and Referral
   While video testimonial is an important tool for marketing your product, having an effective customer feedback system in place is a strong business strategy for improvement and advancement. No matter what business you are in, you depend on other people's opinions and experiences to define your successes and failures. Take advantage of this. Don't just be satisfied with bare minimum or coasting. Find out what needs improvement and what your clients really want.

   Successful business owners who get too close to their products and services can become ignorant and clouded to the potential needs of their current and new customers. Demographics change, as well as industries, and having a close ear to your audience will ensure that you will be innovative in your approach on how to best serve them. By addressing both negative and positive criticism, you will be able to foresee potential problems and predict essential demands before you lose business or get left behind.

   Another great marketing suggestion that has worked for many businesses to boost prospective leads is implementing a customer referral program. Give your current customers incentive to bring other people to your business. Word of mouth still is one of the most powerful marketing tools and by offering your clients a discount or a free gift/service in exchange for leading others to you is really just a win/win situation . You will further cement your relationship with said client, and expand your audience reach at little personal expense.

3. Social Media
   Once again, I'm shining the spotlight on social media as I have done previously (here and here). Nonetheless, I need to emphasize that it is an amazing tool but like any superhero power, if it is in the wrong hands - it can be detrimental also. "With great powers, come great responsibilities" as a wise man once said.

   So by now we all know that social media is important and most businesses have started up their branded Twitter and Facebook accounts, using it effectively to showcase promotions, new deals and company plans. While this is all good and useful information for your audience to hear about, it won't keep them engaged with your brand and will inevitably become an annoyance, and lost among the advertisements from the various other businesses that continue to blast your clients news feeds.  This is called spamming and will not resonate well with your audience. Instead, initiate conversations. This is one of the most important aspects of social media. Social media NEEDS to be social. It is not effective as a tool for purely broadcasting. It is about building relationships and having conversations.

   Get your customers engaged. Make your audience fall in love with you... not just your products. Give them valuable content. For example, Senior Living's Facebook page rarely posts promotional material but rather finds inspirational and informative content from around the web that is valuable to our readers.

   And most of all, have fun! Show your businesses' personality and create stronger relationships with the public.

I've worked various jobs throughout my career. Some were in the communications/technology industry and others in the customer service/public relations area but my success in each position was always, either directly or indirectly, influenced through my client relations. There is always the temptation to assume that I know what's better for my clients than they do. Despite my expertise and pride in what I do and my confidence in the services I offer, without listening to my clients' needs in depth, I am not only jeopardizing my reputation but also cheating myself out of opportunities to grow and learn. I disagree with the statement that 'the customer is always right' (anyone who had spent university working retail part-time would agree also), but they always should be the center point of how you strategize and conform your business to fit and excel within your market. Your audience holds the secret to your success... all you have to do is listen.