Advice for 2011

Advice for 2011

Advice for 2011

New buying behaviors, the social media explosion, fear of spending, a scramble to be all things to all customers — these are the stepchildren of the 2010 economic situation. But 2010 is gone. 2011 is here. And change is a-comin’. As we move deeper into 2011, we need to behave differently. It’s time to veer away from the deer in your headlights, get on with things, and do more than survive. Signs of economic turnaround are everywhere.

So how do you start building again? How you use your brand can make a big difference in how quickly you get back on track. Here are some things to consider:

1. More than awareness — understanding.

Having customers aware of your company is not enough if they don’t understand how what you offer is relevant to them. You have to spell it out for them. They don’t have time to do it for you. And everything is being questioned and rethought right now. Look at the auto brands. They are having to redefine themselves from scratch. Who they are and how they fit and compare with one another has to be redefined before people will start buying cars again. You too have to tell customers who you are, what you offer and why it should matter to them. And your message better be different than before. Because people feel differently about how they spend now. They want to hear different things from you.

2. It isn’t about the money.

Don’t think this means that cost is all that matters. It doesn’t. Value and fit does. Does what you offer fit their needs? Do they have the need you think they do (or want them to)? Maybe their needs aren’t what they used to be? It may be time to rethink how you offer your product or service to meet the different mindset out there. If you’re off in what you say to your customers and you are trying to manufacture a need for them that isn’t real, you will have a very uphill battle to fight. If what you offer really does meet a need not otherwise being met well, you will have a much easier time. So start doing some rethinking yourself. Research your competitors, read their websites. Seeing them from your customers viewpoint can be a powerful way to discover an unmet or poorly met need you can address.

3. Start talking.

Knowing how you are different and better than your competitors has to happen before you can start marketing again, but you won’t get any new business until you start getting that message out there. Does your website say what it needs to and look like it should to speak to your audience effectively? Do you communicate with your customers weekly or at least monthly either through emailers, articles, or promotions? Are you offering new products or services often enough to keep your customers loyal to you and not switching to someone else or losing interest altogether? These are hard questions. If the answer to any of these questions is no, then be honest about it. Kidding yourself will catch up with you.

4. Take it one step at at time.

If you need to refocus and you have a lot to do, don’t despair. Developing a new website and communications tools isn’t all that lengthy a process. Don’t let what you have now bog you down from being the business you could be. Reflect honestly about what you need to do. Having a good website and good communications tools is not a luxury. It is the minimal cost of doing business. And because people can get to your website any time of the day or night, you have to make sure it is saying and looking like what it should to be effective.

It’s 2011. If not now, when?

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