However, if you embrace this new era of sharing information online, you can actually generate a lot of exposure for your business for very little spend. Historically, companies have been very secretive about their knowledge and have protected it from their competitors. The public understand that no business is perfect and that some people will be dissatisfied, but as long as you deal with this professionally it's nothing to worry about. However, you will always get the odd negative comment which can be damaging, but you can limit the damage by responding positively to the comment. The best way of taking advantage of user-generated marketing is to provide an exceptional service to your clients so that they say nice things about you online. Digital marketing offers a multitude of tools and techniques to help develop and grow brand perception in the right direction.
Customers will find out about your business through reviews, tweets, Facebook posts, blog comments and so on, so it's vital that you firstly understand this, and secondly are able to gain control and moderate it. What is equally important is how other people talk about your business. The Internet and social media in particular, has flipped this on its head, and given dominance to digital marketing strategies. Historically, marketing has been very much a one way conversation in that you preach to potential customers about how great your products or services are, in a brochure or website.
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