(Getty)
As we kick off a new year, a question for BBB Accredited business owners:
When’s the last time you dusted off your BBB Accreditation certificate?
Assuming you keep it in a fancy frame for all to see, could it use a fresh spritz of Windex? Because for everyone from customers to business partners to company office pets – that document is a symbol of trust. This begs the question:
Are you getting the most out of your BBB Accreditation?
Whether you earned your Accreditation five months ago or five years ago, January is the perfect time to revisit how to get the most out of your BBB Accreditation credentials. After all, you’ve earned it, so why not run with it?
If you’re an Accredited Business owner, here’s a slate of action items to ensure your BBB Accreditation is firing on all cylinders this year.
And if you’re reading this and are not yet BBB Accredited, visit BBB.org/get-accredited to learn how it can help your business.
1. Give your BBB Business Profile the jet engine it deserves
Does your BBB Profile read like this:
- Years in business: 3
- Services: Installation, repair, sales…
- Phone number: (555) 867-5309
See what’s happening here? Or maybe what isn’t happening here? This reads more like a loan application form than a business profile.
When BBB consumers click to learn more about your company, they want to connect. Use this opportunity to describe what your company does (be careful to avoid being promotional on your BBB profile, however, as BBB guidelines prevent that). Factually describe what your company does and the services you provide, including things like family-owned, veteran-owned, minority-owned, etc. to give readers a bigger picture of your company.
Engage new prospects with current photos and videos of your team (replace those outdated photos from the company picnic four years ago); check with your BBB to see how many images and videos you can upload.
When making that first impression, your profile does the heavy lifting, so log in to your account and give it a tune-up to kick off the new year.
2. Out with the old BBB Seal, in with the new
The BBB Seal is the most powerful symbol for communicating your commitment to trust and integrity. If you’ve got an old, faded, outdated sticker in your window, it’s time to upgrade.
Contact your BBB to stock up on BBB decals, magnets, and accessories to promote your BBB Accreditation. Or, get your digital BBB Seals and QR codes* by logging in to your Accredited Business Portal. The BBB Dynamic Seal is only accessible to Accredited Businesses and is designed with features like your rating and date of Accreditation, a link to your business profile, customer reviews, and Request-A-Quote on BBB.org.
Here's a rundown of places you can boost the Seal:
- Storefront windows and signs
- Company vehicles
- Your company website
- Staff email signatures
- Invoices and contracts: Add the “Submit a Review” Seal to your communication efforts after completing a job
- Business cards, brochures, flyers and leave-behinds
- Newsletters, blogs, and other forms of content
- Advertising like print ads, billboards and other signage. You can also download a QR code from your business portal so customers can view your BBB Business Profile with a simple click of a button
- Job listings: Download the “We’re Hiring” image in your business portal
*Please note that when using the BBB Seal, it must be obtained through BBB. Because anyone can download online images of the BBB trademark, these unauthorized versions are not authentic and will be considered fraudulent.
3. Crank up the social media bullhorn
If it’s been a while since you’ve blasted your BBB Accreditation status, now’s a great time to remind your social media audience about it. Tell your followers why you’re proud to be BBB Accredited and how you’ve fostered trust in your organization, and encourage them to recommend your business when the opportunity arises. (Tag BBB, too – we want to celebrate with you!)
Most importantly – tell everyone to visit your BBB Profile. Getting the word out about your BBB Accreditation and increasing traffic to your BBB Profile can be a game changer.
4. Whip up a marketing campaign with BBB
Do you have plans for a billboard in your future? A digital ad campaign you’d like to launch? A local ad you’d like to place? Many BBB regions offer marketing solutions teams that can give you access to budget-friendly options for your business.
Whatever campaign you’re dreaming up, remember: Your BBB Seal sets you apart from the crowd – don’t forget to include it in your promotions. Here are some ad opportunities to consider:
- Billboards
- Print ads (magazines, newspapers, pamphlets, local publications)
- Posters, banners, store signage
- Digital ads (Google Ads, Bing Ads)
- Org Ads
- Social media advertising
- Movie Theater advertising
5. Don’t just read your reviews – respond to them
Being responsive is one of the main gigs for BBB Accredited Businesses. And truth be told, you’re probably a pro at answering questions and dealing with customer concerns. That said, are you chiming in when someone leaves a review? Your BBB Profile allows you to respond to your customers but also make a point of responding on any platform that allows it.
Whether they’re good or bad, adding these review responses to your agenda is a big deal. For negative reviews, keep an open mind – sometimes, you’ll need to take a deep breath – and acknowledge what’s being said with grace and humility. Express your appreciation and look to what you can do differently going forward. And, for positive reviews, customers love knowing their message has been received, so drop a quick note of thanks (emojis are always fun, too).
6. Reacquaint yourself with your BBB benefits
Remember when you received your BBB Accreditation welcome message? Maybe it’s been a minute, so here’s a refresher: Accredited Businesses have access to exclusive benefits.
These benefits are designed to give your business a boost with easy and more affordable access to the following:
- Dispute resolution services – Access to trained third-party mediators and arbitrators to help you with disputes when they arise
- Get-A-Quote button – this BBB widget can be added to your business’s website to give customers fast access to your pricing options
- Better Business Toolbox – an exclusive suite of digital tools for your business
- Local BBB offerings – exclusive benefits for Accredited Businesses
- BBB Content HQ – An offering of business tips and articles for business owners
As always, check in with your local representative to learn more about what’s available to you.
7. Get your team on the Accreditation bandwagon
Do your employees know they’re working at a BBB Accredited business? It’s a great question to ponder, especially if you have new team members hired since your first days of Accreditation.
As the new year rolls, take some time on the calendar to talk about Accreditation with the team. Tell them why it’s important, how it aligns with your values, and what it means for your company culture. The exercise here is to get honest about the future you’re trying to carve out for your business and the team behind it all.
Getting everyone up to speed could lead to new team-building opportunities, deeper conversations, and, if word spreads – maybe even new hires looking to work at a company that prioritizes trust.
8. Step up for your community
Accredited Businesses are role models. They operate ethically, inspire trust, and ooze integrity – now put that into action for your community. There are several opportunities to get involved on the local level, so get involved this year. Here are some ideas on how your BBB Accredited Business can shine:
- Attend events like tradeshows, talks or commerce forums
- Raise funds for a local charity
- Sponsor an event or a little league team
- Join an advisory board, committee or business club
- Support other local businesses whenever possible
- Donate your products or services
- Look for volunteering opportunities for you and your team
- Network and share your expertise with others
9. Throw your hat in the ring for a Torch Award this year
Maybe this is the year to add something new to the display shelf. Sure, you’ve got the gleaming BBB Accreditation certificate, but what if there were an award to go alongside it?
This could be the year to submit your first (second? third?) application to the Torch Awards, BBB’s annual celebration of businesses knocking it out of the park. Applications open later in the year but check with your local BBB and start thinking about how your organization rises to the occasion when it comes to character, culture, customers, and community.
10. Don’t forget to call us!
Maybe you’ve already got this covered, but if you don’t have a regular check-in scheduled with your local BBB representative, give ‘em a ring.
Keeping in touch keeps you in the loop for upcoming BBB events, services, and, in some cases, new BBB offerings. It’s also a chance for you to share news about your organization and ask any lingering questions about your BBB Accreditation.
For more information
For more information to help your small business, check out the BBB business news feed and the BizHQ.
BBB Great West + Pacific contributed to this article.