4 Ways to Maintain Customer Loyalty

Small business spend a great deal with customers and customer service mainly is the backbone of business. It is seven times more costly to acquire new customers than retain an existing customer.  Ultimately, customers can help by giving great tips and helpful advice on making your business better and suitable for your customers.

So how can one maintain customer loyalty? There are several ways to still maintain customer loyalty as your business continues to grow.

  • Deliver User Experience – Products play an important factor that can help distinguish your business from your competitors. It is also a key reason to keep your customers coming back. One way to do so is by providing the best support and services that customers can feel happy with. Customers value when they feel their issues and concerns are being prioritize in your business. As a result, being responsive and helpful whenever a customer needs assistance will keep them coming back. The more customers have a pleasant experience, the more customers will maintain loyal and will help spread your brand.
  • Learn From Lost Customers – When customers stop using your products or services, you lose them. Take the opportunity to learn why. What left them dissatisfied? What didn’t work for them? In discovering their reasonings, you will find solutions that will benefit your business for the long run. This data can also help you prevent future losses, too.
  • Communicate Online – Customer enjoy being updated on the latest news, products and/or services from your business. Keep your online presence going with an e-mail newsletter, a monthly flier, or a holiday greeting card. Use social media to invite customers to visit and share your website and social media platforms.
  • Have a Reputation in Reliability – Your business reputation falls within the reliability of your services and products. The more reliable your business is, the more favorable reputation your company will maintain. Communicate clearly, be cautious of customers’ time and concerns.


Social Media Mistakes to Avoid

Many times we tend to do things that are just not the right thing to do on social media without realizing it. Sometimes they are very obvious mistakes but somehow we don’t avoid doing them. Here are a few mistakes that need to be avoided:

Sharing irrelevant content.
Sharing content that doesn’t make sense to your business or audience can have negative affects on your overall brand.

Broadcasting the exact message everywhere.
Not all channels are the same nor do they have the same audience. Because of this, content needs to be tailored to the specific channel even if the content is the same.

Spamming your audience.
When I say this, I don’t mean, sending out content everyday/hour. Spamming can be posting completely irrelevant content or links. It’s important to only send out information that is valuable.

Being invisible.
Stay active on social media! You want to be recognizable and you want to have a lot of viewers. What is the point of having social media if you’re not going to be social, am I right?

Creating social media fights.
Avoid getting involved in social media fights. They are poisonous to your reputation and overall brand. Always keep in mind how you would want yourself and your brand to be recognized. If your customers have a complaint, show them customer service and work with their issues instead.

Ignoring your audience.
Always listen to your audience. After all, their opinions and concerns can help you learn where what flaws your business has currently. Reach out to your audience and answer their questions in a timely fashion.

Having multiple profiles on different social mediums.
This strategy is completely ineffective. It is much better to put more effort into one social media account to gain more quality audiences.

Mistakes Not to Make When Writing a Press Release


Press releases are an important tool for all public relations professionals. They help get major events and news occurring in your company or organization to the press so that the desired audience can be informed about them. When writing a good press release, make sure to avoid the following mistakes: 

Use Boring Titles

When creating a title for your press release, avoid making it lengthy and detailed. Your title should have a “punch” to it and should be concise and engaging while still reviewing what the document will be about.

Begin with General Information

It is important to start with the main information (who, what, when, where, how, why) when writing a press release because readers do not like to dig around for information. This way, it will grab readers’ attention from the beginning and give them what they are looking for.

Add Excessive Details

When writing a press release, less is more. Keep the information clear and concise so that the journalists you send the release to can quickly go through the information. This is important because the press is constantly receiving releases; by making it simple, the reader will be able to get through your release quickly.

Make it Very Short

Even though you want to make the press release short and concise, you still have to make sure to add all the important and relevant information so that the press has something good to go off of. Begin your press release with the news announcement, add important quotes in the middle, and end with a boilerplate about your organization, company or client.

Don’t Use Quotes

Always add as many quotes as available. Quotes are helpful to keep the release upbeat and to the point without having the press change the information they are receiving.

Don’t add Contact Information

Always add valid, up to date contact information. You should include your name, phone number and email address. Your phone number should be your direct contact rather than your company/organization’s general contact number.

Ignore your Audience

Adjust your press release according to the medium you will send it to. Know what the correct tone to use is and write with clarity so that the reader understands the context.

Write in First Person Pronoun

Always write in third person and avoid first person pronouns at all costs.

Don’t Revise Press Release

Do not forget to revise your press release. Make sure that your release is as clear as it can be with no punctuation or spelling mistakes. Sometimes, when the press sees more than one mistake on the release they disregard it, and it can give you a bad reputation if your release has many errors in it.

Keep these points in minds and avoid making these mistakes the next time you write out a press release.

How to Build a PR Distribution List

So, you have your press release ready to send out but to whom do you send them? Here are some tips on creating a press release distribution list so that you never have to wonder again.

Your best starting point would be to prepare a distribution list on a spreadsheet program, like Excel. The next step would be to get on an online search engine, like Google, and begin searching all the local mediums available for you to send the releases to. Here is where you should search for local daily newspapers, magazines, newsletters, websites, and radio and T.V. stations.

Once you have all the local mediums listed in your spreadsheet, along with the best way to get in contact with them, the next step is to search for any national and/or international (depending on your target audience) mediums to send the release to. Here you should research other magazines, newspapers, websites, and radio and T.V. stations. When doing this, make sure that the media outlets are all in relation to what your press news is about.

By considering the theme of your news release, you could also search for any blogs that are relative to the content of your news.

Another option for press release distribution is press portals like www.free-press-release.com, www.prnewswire.com, or www.prlog.org. These will distribute your news throughout the Internet for you for free, or with a fee.

(Source: Stars for Europe)

Although online portals may seem like a better alternative, creating your own distribution list and distributing your press release on your own can better guarantee that your news will actually get posted in a news medium.

Finally, make sure to keep your distribution list updated as time goes on.

Remember to make your list according to the audience you are trying to target, and make sure you are personalizing your release according to the journalist or news medium you are sending it to.

Writing a Great Press Release

Extra, extra, read all about it!  This week we are talking about press releases and how to make sure yours is not only read but also published in the media of your choice.  A press release, media release or press statement all refer to a short statement about an event, action or story about your business. It is sent to targeted members of the media with the ultimate goal of piquing the interest of the organization to run the story in their publication.  Let’s say your company is announcing a milestone, a new product, or celebrating a special event and you want the media to advertise your story.  What should be included in your press release and how can you make sure that your statement captures the attention of the right people to get optimal exposure?  Let’s examine these concepts.

Press Release Basics- What should be included? 

  • Contact Information – A standard press release includes contact information for the highest person in your company dealing with the event/story.  Be sure to include the name, phone number and e-mail address of the person who wrote the release.
  • Catchy Heading– This is arguably the most important part of the press release!  Catch the readers attention with four – eight words about the story they are about to read.  Keep it informative and easy to read.
  • Summary – Include a very brief summary of the statement so the person, who inevitably as busy as you, can assess the important of the release.  If it’s not intriguing, newsworthy and unique, he/she will read no further so choose your summary statement carefully.
  • The Story – Describe using as many facts and details as possible about the event or story.  Explain why this is important and why readers will want to know about this from this particular publication.  Explain any local ties to the area or community that may make the story more important to run.

Reminders about your Release

  • It should be grammatically flawless.  Read and reread to be sure your are succinctly saying what you want to get across in perfect grammar.
  • It should include pictures and access to further information when possible.
  • It should include quotes whenever possible and access to that person to confirm quote.
  • It should be no more than two pages.  One would be a better option.
  • Email or contact the right people by doing your homework about each publication you submit to.  Who is the best person who can get the release into the right hands?

Sperling Interactive Grand Opening- June 25, 2015

Sperling Interactive proudly announces the Grand Opening of their new office at 10 Derby Square in Salem, Massachusetts. Today’s Grand Opening marks a milestone in Sperling Interactive’s evolution from a fresh, new small business in 2008 to now a robust and flourishing business opening a new office in the beautiful historic district of Old Salem.

The story of Sperling Interactive’s  progress and success started many years ago when Co-Founders Mike and Jodi Sperling were young children.  Both born with a passion for photography, technology and the arts, they cultivated their talents and honed their skills getting respective degrees in Photojournalism and Fine Arts from Rochester Institute of Technology.  After gathering years of experience in the newspaper industry, Mike became known as a “Media Guru” for his skills at photojournalism and his ability to manage multiple websites for daily and weekly publications.  At the same time, Jodi was sharpening her leadership skills while working as the Program Director of the Salem Boys and Girls Club for many years.  Together they took the leap in 2008 to start their own business using their natural abilities and passion for design and technology.  Sperling Interactive prides itself on custom and unique designs of websites, multimedia and photography.  They have assisted hundreds of company’s, both local and from other countries, develop brand awareness through logo and website design, social media marketing, print design, and search engine optimization.  Join us in congratulating Mike and Jodi Sperling in the opening of their new offices.  Cheers and good luck as you continue your journey.

Advantages of a PR Campaign

Direct Advertising and Public Relations Campaigns can be highly effective marketing strategies for your small business.  While advertising is a controlled message placed in paid-for space in print media, online platforms and social media, PR campaigns are media coverage through strategic outreach to journalists, news media and trade magazines.  Bill Gates has been quote as saying that “If I was down to my last dollar I’d spend it on public relations.” The importance of PR therefore, is critical to many businesses both large and small – so let’s look at the main benefits of PR advertising.

  1. Raises Awareness and Goodwill – Newspaper articles, magazine blurbs and trade journals can raise awareness of your brand and products. PR builds relationships with journalists and consumers on behalf of your organization by sharing information. Further, PR creates loyalty through dialogue that take place via tactics such as social media and events.
  2. InformChron Online states that “Many PR efforts have a direct goal of informing audiences. For instance, a consulting company may send out weekly email newsletters to offer free advice to businesses. The hope is that regularly staying in front of customers with messages that are useful will help you maintain top-of-mind awareness. Plus, providing free and useful information can generate positive sentiments from the market.
  3. Affordability – PR is an economical way to stay in front of consumers. While direct advertising cost=per-ad or per-click but PR is much more reasonable in that payment is based upon time spent making connections and submitting to newspapers, trade magazines and online platforms.
  4. Changes Attitudes – PR campaigns can have a purpose of improving or reshaping customer attitudes about your brand. Companies that struggle with negative perceptions in the market often use public relations to promote a message of community involvement, charitable giving or product benefits for the common good.