We have to make sure our business is set up to be scalable in every way, so that we don’t get stuck as we work to make progress growing the business. What are your recommendations to help us get there?
Thoughts of the Day: Know what it is you’re trying to accomplish and clue everyone in to the overall goals. Move people around to increase communication and collaboration. Use processes and tools to help measure, manage and improve each area of the business. Move ahead fast enough to be challenging and slow enough to allow time to deal with issues before they become big obstacles.
We add one client and then we lose one. There’s no real growth in maintenance work. We have never done a campaign push to grow the maintenance side of our business. Should we focus there? And if so, how do we do it?
Thoughts of the Day: Consider the effort that goes into getting new customers. Make sure that the business lines you’re growing have long term value. Teach your employees about how valuable repeat customers are to the business, what that means to the company’s well-being long term, and what they can do to help.
We don’t know who we should be marketing to or how. We definitely don’t have a plan of attack. Looking for suggestions.
Thoughts of the day: Start by reading about what goes into making a good marketing plan. Define what makes your company stand out. Take a good hard look at who wants what you have to offer. Jump in by picking a few marketing efforts to focus on, but have a context into which those fit.
We need a differentiator; as an industry we’re being commoditized. We won’t be able to stay in business forever unless things change.
Thoughts of the day: Offering something unique boosts profitability and chances for survival in any small business. Avoid price wars. Turn away some buyers in order to create value. Don’t get complacent. Be nimble.
I keep hearing about the need to make multiple impressions on people we’re trying to reach. I know that people receive and process information in lots of different ways. One of the mistakes we’ve made in past marketing efforts is that things don’t tie together, they don’t cross support each other. I need to understand how to create a campaign. Can you give me any advice?
Thoughts of the day: Marketing is a place to get creative and find a voice that represents the company. You also have to watch out that your efforts coordinate and cross support each other for maximum effect. Be sure to build in offers all over the place, so people know what to do next if they’re interested. Think ahead to what you want to do six months or a year from now. Build momentum through consistency; avoid the temptation to jump from one idea to the next.