Business owners face many challenges, and as you look at the overwhelming list, you suddenly realize they funnel into the ONE big challenge, consistently bringing value to customers to keep them coming back. A continued rise of costs, quality products and services, capable and dependable staff, point in one direction, the customer. They simply move on if perceived value is not met. It is especially true in the current economic climate, where value is scrutinized for every purchase.

Business owners must go to their customers and ask questions to determine a strategy that will consistently bring the value they seek so they will continue doing business with you. What is valuable to them? We all fear it is lower pricing, but that is not always  the case. Consumers are often willing to forgo a lower price if they feel they are getting value through service, knowledge, or products that will improve their lives or save them time.

Talk to your customers then determine a plan that brings the value they seek. Once you do this, you will have more loyal customers that will tell their friends and will stick with you through good and bad economies.

As you can probably tell by now, I am a bottom line girl. I love new technology, services ,and opportunities that help businesses grow. But too often, the latest “new toy” overtakes common sense. Call me the curmudgeon of advertising….I will gladly be the candidate. I want businesses, especially small businesses to thrive, but to do that, we need to back up and get a little dose of common sense.
1. Let’s start with the new shiny toy, social media; wonderful, useful but it is not for everyone. Not every business is going to jump on social media and build a huge community. You must consider the industry, the business, the customers/clients of that business. Social media takes a lot to manage. Telling a business that social media is an absolute must for their business is wrong without making sure it make sense first.
2. Contrary to what everyone who is supposedly “in the know” is telling you, not everyone is on line buying, researching, twittering, liking, and chatting. Did you know there are still people who buy things that don’t even have a computer? Imagine that! Don’t ignore these customers just because someone throws a fancy statistic in front of you.
3. If you are a small to medium sized business, old or new, advertising and marketing is not something you work against. It is something you work at. It takes strategy, planning, testing and evaluating, Too often advertising is seen as a negative and thus treated that way. You rush to your business every day to turn the lights on, to say “I am open for business.” You advertising and marketing deserves the same.
4. Advertising and marketing is not about doing one thing and then checking it off your list. It’s about a mix. Different people respond to different messages.
5. If you are focused on SEO and have poor customer service or a poor website…you’re wasting money honey! It is that simple.
6. Advertising and marketing isn’t just about putting your name out into the marketplace. It is the doorstep to your business. What does that look like? Would your response improve if your business improved internally?
7. Take off your owner hat. Look at your business through the eyes of your existing and potential customers. Just because you don’t use a certain advertising venue or don’t use coupons yourself doesn’t mean your customers don’t. Talk to them, find out what they need and want.
8. Speaking of your customers, they are your gold mine…treat them that way! Communicate with them, ask their opinions, make them feel special, they will repay you!
9. Just because an advertiser walks through your door and tells you it is a good deal does not mean it is a good deal. If they aren’t asking you about your business, your goals, your needs and willing to walk away when they know something doesn’t work with your business….run!
10. Realize your strengths and weaknesses. Ask for help from people that know advertising and marketing, but most importantly have your own best interest at heart. Having an advertising and marketing person in your court can save you thousands of dollars.