Small Businesses, Do Your Employees Believe in Your Marketing?

Employees play an important role in small business marketing– even when they aren’t in the marketing department. Customers’ impressions and beliefs about your business are largely built around interactions they have with your employees. So, it’s important that employees believe in your marketing and support your brand. All too often, I have seen employees undercut […]

As Christmas Approaches, Customers Don’t Want to See Eyeballs

The best medical professionals are passionate about the science and practice of their areas of specialty. Patients want to know you have expertise and  want to feel reassured they will receive the best care. But patients are almost never as passionate about your field as you are. And they might even be freaked out about it. […]

The Critical Last Step to Launching Your New Website (That Most Small Businesses Forget)

Finishing a significant small business marketing initiative like a website redesign is an exciting time! After possibly months of work and waiting, your new website is ready to be launched and revealed to customers. Or is it? There’s a critical last step to launching your new website that small businesses often overlook: Testing. Before introducing your […]

The Creepiest Marketing Strategy

Here’s a cautionary tale and follow-up to last week’s defense of marketing implementation. Be wary of implementing any marketing communication without an effective strategy. Marketing strategy is really important! Check out this startling example of bad marketing implementation I stumbled across while Googling ‘hallway lighting:’ After reading, “Lighting So You’re Not Clutching the Walls at Night,” […]

Be Comparatively Better and Absolutely More Successful

Find the Differences that Matter to Beat the Competition Customers will always compare your small business to your competitors. Their frame of reference for evaluating you is often if you are better or worse than what they’ve experienced in the past. If you learn what irks customers about competitors and excel in those areas, you will have […]

Facebook as a Customer Service Tool

Have you ever had a customer reach out to you with a customer service issue on social media? Most businesses think of social media as only a marketing tool (if they think of these channels at all). But including social media in your customer service strategy could lead to happier customers who rave about your […]

Your Phone System is Killing Your Marketing

As a small business, if you have an automated phone system, it’s killing your marketing. From your customer’s perspective, everything you do is marketing. And the upbeat, chipper voice on your phone system drowns out all other marketing attempts. When customers hear this: “Please listen carefully, as our menu options have changed.” They already know you don’t care […]

Make it Easy for Customers to See Your Marketing Content

When marketing your small business, keep in mind that customers are naturally less interested in seeing your marketing messages than you are in sharing them. One simple way to make it easier for customers to engage with your marketing content is to always think about removing barriers to accessing the content. Let’s say you have a […]

Small Business Marketing Can Be Confusing

Check out this graphic of the Marketing Technology Universe from chiefmartec.com: With all these categories and marketing companies vying for attention, I can see why marketing is confusing for many small businesses. But it doesn’t have to be. Forget about the marketing universe and focus on what matters to your customers. When you learn what your […]

What Church Potlucks Taught Me about Marketing

There’s a curious phenomenon at church potlucks, which anyone who has cooked for one has witnessed. Simply cooking a dish you know to be delicious is not enough to entice people to eat it. As my mom taught me, you have to nicely display and properly portion the food. Slice meat into individual servings, and cut […]