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FREE WEBINAR Marketing simplified, directly from your computer. Review Training Review does not mean reduce or eliminate. Training can be more important during turbulent times. This is when your skills and those of your staff should be at their best. You don't want to be losing sales because of poor customer service or quality control. Categorize your training needs into three categories: * Key individuals that will steer you through the turbulent times. Provide individualized coaching or training to them. Invest strongly in your best assets. * Departments that need to stay sharp and ahead of your competition. Provide group training, tele-seminars or attention to improving skills sets. * Staff that need to be motivated and reminded of purpose and the little things that make the difference. Get them each a copy of a book that best conveys that message. Ask each person to report at weekly meetings on an assigned chapter in that book. Make them feel important. It only takes one person's mistake or sabotage to sink your raft. Review Advertising Too many companies stupidly make major cuts in advertising during turbulent times. My guess is that they did not review their advertising during the good times. Categorize your advertising into three categories: * Advertising that is measurable and has demonstrated a profitable return. Continue to measure as you grow your investment in this profitable avenue. Unfortunately, too many companies don't measure their return on advertising or they don't design their ads in a way that allows the results to be measurable. So they have nothing in this category. A shame. * Advertising that has gained market recognition and that you believe to be working. You just don't have a clue how profitable this venue is. Start to build in some measurement indicators. Vary the ads and measure. Then increáse or reduce investment appropriately. * Advertising that is merely "me too" ads. You bought an ad because your competitor did. It might be a waste of money, but you don't know. Reduce the expenditure or eliminate it. Build Relationships In turbulent times nothing is more important than relationships. We will warmly remember those who suffered with us or helped us through the turbulent times. Invest strongly in strengthening the relationship with your best clients. Segment your clients into three categories: * Best clients. Divert more attention to their needs. Instruct your staff accordingly. Jump through hoops for these clients. Provide them additional value and services to help them. Communicate with them more often. * Average clients. Maintain service levels and pricing. Attempt to upgrade them to A clients by introducing additional services. * Pain-in-the-neck clients. Don't let them bully you into reducing your prices. Instead, you might reduce your level of service to them. Give them the choice of upgrading or leaving. You'll have less stress in your life. Important Note for You Relationships are more important than branding - especially during turbulent times. When you have the choice to invest in branding or invest in relationships - choose relationships. It is the far more profitable choice for small and medium sized enterprises. Remember that big business invests in branding because they cannot build relationships. Don't be fooled by the branding hype. Online Social Media Don't hide. Use the Internet to keep your message and name in front of people. If you haven't yet created your blog, this is a good time to start. Post regular tips, news and positive messages. Register and maintain your accounts on social networking sites like LinkedIn.com, Plaxo.com and Facebook.com. Explore the use of YouTube.com and Flickr.com to publish product news and demonstrations. Barack Obama, the US president, used these tools to successfully promote his presidential campaign and he plans to use them to convey his messages to the American people and the world. |
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| - | Search Engine Optimization (SEO) | ||||
SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. We provide useful services for website owners, including:
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