Business owners must constantly step back and look at what’s happening with an unbiased eye. What’s working? What isn’t? How do customers really feel about the business? What should be scrapped, and what can be improved?
These and other questions apply to almost any type of business, in both the online and offline worlds. Small businesses can often see an immediate bump in sales just by making a few easy changes, such as fixing Web-site functionality or revising a sales pitch.
Here are some things you can do to prepare your business for a profitable year ahead. They are “offline” marketing fixes from Ohio-based marketing expert Rodger Roeser, who also hosts a radio show on marketing and PR.
• Do something different. Unless your business is a runaway freight train of success (and maybe even then), consider shaking things up by doing some different things. As Roeser notes, the marketing universe is full of new, fun, effective, inexpensive and creative ways to market products, services and people. As the entrepreneurial axiom goes, “if it ain’t broke, fix it anyway.” MarketingProfs.com is a great place to look.
• Survey your clients. It’s never been easier than with today’s free online survey systems such as SurveyMonkey.com and Zoomerang.com. Just craft a survey and e-mail it to your customers to glean valuable business intelligence. Analyzing results is also simple. But often just asking clients how you can make things better makes them feel that you care about them.
• Set goals before budgets. “Marketing works because enough oomph is put behind it to make it work,” says Roeser. Look at your marketing mix, set goals and set benchmarks for where you are now and where you want to be in overall sales, monthly sales, Web traffic, coupon redemption and other areas.
• Review all your marketing materials. What seemed timely and cutting edge a year or two ago, might look totally dated now. Make sure your message and brand identity are fresh and meaningful. Include everything from letterhead and business cards, to sales presentations, brochures, press releases and advertisements in your review.
• Pay attention to community relations. If you take the time to look, you will probably find dozens of great local causes and programs that your business can help with and score valuable local marketing points. It’s a good PR move, and also good for the overall health of your business. •
Daniel Kehrer can be reached at
editor@business.com.
