First, they don’t take the time to do the prep work. Things like proper color selection for the companies theme. Each color has its own psychology and you need to make sure that the colors you pick will give your customer base the right “feel” for your business. Also conducting surveys is part of the prep, so you know what your potential customers are reading, listening to and watching. This ensures your marketing/advertising expenditures are focused where your customers are involved.
Second is a consistent theme from event to event of your business. It will only confuse your customers if they ready about a sale on product A in the newspaper, discounts on product B in your radio ads and factory discounts on product C on cable or TV. Keeping the message the same within all media’s ensures that your customers will have the proper information for whatever product or service you are featuring for that week or month.
Another is using all the pieces of information available to them on web sites. Every web site should have a :30-:60 video about the company. This ensures that people with different learning styles can benefit from your site. Also every web site that is used for promoting a business should have a news section with stories about the companies industry. Retail, Heating/AC, Restaurant or whatever the industry, should have an area with current stories updated daily or weekly. This keeps your customers in touch with the newest information about your industry and shows them you care to inform them.
Finally are the different networking availabilities in their market. Service organizations, Chambers of Commerce, local group web sites, industry associations and many more allow small business owners a way to meet other local business people. This way they can make partnerships with some to assist each other in building their businesses. No one single business leader can effectively build a business alone. These many opportunities allow small business owners an easy way to meet other owners and share experiences.
Article by Rick Polson – Making a Superstar Company