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In This Age of “Digital Overload,” Awareness is King!

So many companies are driving home the need for web presence, social media involvement, and outbound authorship (blogs). How can a small business owner wade through this sea of information and create an action plan? The answer starts with identifying strengths, setting goals, and aligning resources. An organized way to accomplish this is through a SWOT analysis. The analysis provides a framework to build strategy and align resources effectively.

Next Step: How?

The biggest issues facing small business owners are time management, costs, vendor selection, and creation of valuable content. Even with a comprehensive analysis building an effective action plan can be a challenge in itself. I have found the best method is to break down the solution into workable chunks and focus energy on each piece. To keep things in perspective a process-based approach to the problem is best. For the purpose of this discussion, let’s focus on your digital real estate the “website”.

Website, I don’t need no S*&^%@# Website!

Unfortunately the idea of a website is beyond the capability of many business owners and they simply ignore its value and opportunity in hopes of success using “old school” methods. If they send enough direct mail, go to enough networking events, and discount their wares, success is a sure bet. Not so in today’s business climate. All aspects of marketing have to be addressed in some fashion or failure will be a foregone conclusion. A website can be boiled down to two types: Informational or Call to Action.

Information Website

Companies that rely more on industry tenure, publicity, and/or indirect sales efforts may not need a massive web presence to be successful. These companies can use an informational site designed to demonstrate product knowledge, show industry issues, prove quality through testimonial, give access to distribution, and showcase their culture. The site normally includes data about the company, reference material about the products, lifestyle interaction, blogs, links to social media and forums, and connection to distributors or alliance partners. In essence, its primary purpose is company awareness.

Call To Action Website

Websites for small businesses should be incorporated as “call-to-action” marketing mechanisms. The driving goal is to stimulate direct sales or demonstrate content value leading to the sales process. This type of site should include information about the company, value of its products to the buyer, ability to purchase easily (shopping cart), and strong linkage to social media, market pulse, and valuable content like blogs, FAQs, forums, or white papers. This comes with a cost. Small business owners are wooed by third party sites that offer bundled services in lieu of component-based processes and pay a premium per transaction cost rather than a manageable monthly fee. Unfortunately, the devil IS in the details.

Getting the Process Right

Time to take a step back and evaluate the current organization of your business and see how a web presence can be more effective. In 2014 alone, over 40% of small and medium businesses are going to spend money on optimization and websites platforms. Obviously, fellow business owners have identified the need and are in the process of change. Your first step is to set a budget and list expectations prior to taking any action. Use a strategic plan that builds value, adaptability, and efficiency into the design proactively rather than reactively. Marshall the right resources and start today because Inaction will eventually lead to failure.

Managing Customer Perception for Profit

By Kristian Hohenbrink

You are driving in the rain and experience a flat tire. Pulling over and whipping out your cell phone to call emergency, you notice two tire repair locations within easy walking distance. The one on the left looks clean with proper landscaping, well-lit signage, and a covered entrance. The one to the right has weeds growing in the asphalt of the parking lot, missing lights in the main sign, and dirty windows. Which one will you choose? When will price and brand selection come into your decision? The short answer, after you decide on appearance. Does it really matter if one or the other is advertising a special or offers to pick you up on their parking lot signage? A little bit but not enough to sway your decision. It is common knowledge that people want to obtain the best “service” in the cleanest environment possible. This creates value.

Profits build from customer experience

Restaurant mishaps

Taking the idea of outside maintenance inside, let’s look at the effect of a “clean and properly maintained” bathroom in your favorite restaurant. Even with the choice of several locations, your favorite eatery keeps competition at bay through a clean bathroom. Ask yourself how often do you go into a restaurant and head for the bathroom to wash your hands or freshen up prior to eating (hopefully, regularly). After the outside visuals, greeting staff and bathrooms are critical to customer experience. Dirty bathrooms mean dirty food habits in my book. Just saying… Along the same lines, visiting a restaurant to “just” use the bathroom because it’s clean puts pressure on the customer to buy something or at least look at the menu. Everyone knows that nothing is truly for free.

Strip mall shenanigans

Going to the mall can be a ritual for the weekend and often entails selecting where to go over what to buy. The selection process starts with availability of parking and products but also rests on adequate displayed directions, properly maintained grounds, and ambiance. How many times do you go back to places that appear grungy and unkempt with peeling paint, weeds, filthy signs, or poor parking lot directions? Not often is my guess. Business owners maintain competitive advantage by being part of well-oiled retail machines not pushing clunkers. All aspects of the buying experience have to be addressed regularly including maintenance, cleanliness, and organization to truly impact customer service. If they are not, people will simply not show up anymore.

Power of contracts

As leasees, small business owners have the power to make demands right up until the leasing agreement is signed. After that, they are at the mercy of their landlords or leasors. Signage, environmental upkeep, security services, parking services, utilities, policies and fees can be defined or challenged during negotiation and are the responsibility of the business owner. They all can cost either party money and personnel but should not be the sole responsibility of the tenant. Contracts should be the basis for a successful relationship defining roles and responsibilities to ensure that potential customers always see small businesses in their best light.

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In This Age of “Digital Overload,” Awareness is King!

Managing Customer Perception for Profit

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