On Demand Advertising Solutions Blog: 9 Business Marketing Tips To Help Your Business Grow Online In 2018, Podcast #49

It’s a challenge that all businesses face as online credibility continues to affect brand image with new prospects, clients and patients.

Who would have thought just a few years ago that having a five-star rating would make any difference in the doctor you chose, the car dealership you went to or even the restaurant you dined at?

But more and more of us are using online ratings, social media comments and search rankings in our decisions as to what business we would do business with.

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In today’s Digital Marketing Update, podcast #49, host John D. Verlin discusses key marketing tips professionals and businesses need to use in order to grow their brand online in 2018 to stand out from the competition.

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It’s all a part of our three-part strategy to drive SEO and web traffic and to make your business exceed the profile and exposure of your competitors!

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!

You may learn more about us and get our risk-free offer!

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  • On the go and in the know–successful entrepreneurs use the latest business and maketing information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow, sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner as our gift to you!

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Now, enjoy the video podcast!

(To read closed-caption transcript, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog, Digital Marketing Update; Marketing Your Business, Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

When it comes to marketing your business–it’s bad if a customer vents against your business.

It’s worse if you’re not aware (and don’t respond) and it’s on an open platform for thousands to see (like Facebook).

on-demand-advertising-solutions-newsletter-card-image1Podcast #28 discusses how a bad customer experience shared on social media can kill your business.

It underscores the need to provide regular updated content, monitoring and engagement.

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.

You may learn more about us and schedule a free appointment.

You may listen to all of our exclusive audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

Host: John D. Verlin

Transcript:

Once again, good afternoon. This is John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update.

I’m calling this Are You Aware When Your Customers Vent? What Can Kill Your Business. A couple of observations here in general and then a major one.

This past weekend, now this is the first part of August, 2017. I attended a seminar for a Small Business Development Center at a local community college. It was about buying and selling a business. I talked to an attorney who was an instructor.

I asked him to tell me in general about how he’s seeing small businesses today and how they’re doing.

Are they doing well? Are they not dong well…so-so? And he said, well, they’re doing all right. But nothing to scream about. He talks to a lot of small business owners who coming to the college courses.

I talked to him about what I do and he pretty much agreed with me and said a lot of small business owners doing understand social media, content marketing, podcasting—they don’t understand a lot of it and they don’t use it.

But, he said they need to because its moving in that direction pretty quick.

And if they aren’t doing it, their competitors will. He pretty much agreed with everything in that statement. So it’s something to be aware of. This is from a community college that teaches small business courses on building a business.

And his observations of talking to people who are coming to those courses. So, it’s kind of a heads up on being aware of this. Either have someone freelance and do it for you. Or hire someone to do it for you. Because it is going to be impacting businesses large and small and already has and will continue to do so.

Now, another example I had over the weekend was a lady who lives in the town I live in does machine quilt making. And my girlfriends sister wanted to get a baby blanket made.

So, we ended up driving by, we found out from a yard sign that she did this, and we met with her. She was going to need measurements and everything. I asked her do you have a website?

She said no. Oh, ok. So do you just have the yard sign. And she said yea. I said I’m curious how that’s worked for you.

She said it’s worked OK, but the city is probably going to make me take it down. So in the back of my mind i’m thinking you don’t have a website. She obviously has some quilts made and probably getting business word of mouth I imagine.

And yet, what’s going to happen when she has to take the sign down? What is she going to do? And she doesn’t have a website.

This is kind of what I’m talking about, the dilemma. She’s probably getting referrals, which is great. She may continue to do that and she may not want anymore business too.

But this is a scenario I’m seeing time and time again, and they’re not prepared for when suddenly their market changes. Or a competitor comes in and does it better, or cheaper. These are things to be aware of.

One glaring example I wanted to talk about was a large national bank. Multi-billion dollar bank. I was talking to another social media person about some of the implications of social media impact.

Why business needs to be doing constant content marketing and engaging their prospects and customers.

This is a huge bank. Has been around over a hundred years. They have over 37,000 followers on Twitter and 16,000 likes on Facebook.

Quite a bit of activity. A lot of their posts were tied into community things they’re sponsoring or good things. But as I was reading through some of the posts, a couple of them stood out.

Basically, how dare you charge my elderly mother a fee because of blah blah blah. And it was pretty glaring. And they responded, we apologize we tried to call you numerous times. Please call us at this number. So at least they responded.

That was the first thing. And I was showing this to my girlfriend to get her opinion. And then we see a second post.

Somebody wrote in, you people went after my dying father…and we were behind because of medical bills, this and that and the other. How dare you charge us this and that and threaten to do this and that. And it was pretty cutting.

I was really shocked. And they responded, please call us, we’ll work through this together. But why do I mention this?

This is an example of what can happen and why social media in doing these things I’ve been suggesting in podcasts. Getting your content and expertise out in podcasting. Getting it online. Building relationships with your prospects and customers.

Because these are customers of this huge bank. That’s been around forever that are venting. In spite of all the other posts about the community service and other things they’re sponsoring. Suddenly, these two posts cut to the bone.

Made them look like a terrible, evil bank that’s going after their customers.

I looked at my girlfriend and she’s like, whoa! Now she’s never even seen that Facebook page or been exposed to that bank.

Let’s say she was a prospect. Suddenly read that on their Facebook page. Now they are aware because they’ve been doing social media for five years it looks like on their Facebook page.

This is my point in all of this. Your customers and prospects whether you know it or not, maybe venting on if you do have a Facebook business page.

If you have a personal business page or Yelp. Or Google +. Or any other social media platform whether you think you need to be involved or not.

They may be involved and they may be saying nasty things about you. So it’s critical that you’re aware and that you’re answering.

Now the bank did respond. Hopefully they’ll rectify everything that happened. But the point is this is why this is dangerous.

Social media is here and as that lawyer I talked to indicated, it’s moving in this direction. So much so that you can’t sit on your duff and not pay attention to it. But because people can now use it, it’s not a bad neighbor telling a neighbor something.

This is venting to thousands and thousands of people who are following or liking those posts, or pages.

And just remember, all marketing ties back in to the customer experience. Whether it’s Facebook posts, Twitter posts, blogging content, podcasting, you name it.

TV ads, radio ads, email marketing…all of this ties in to that end customer experience. That’s the critical thing, because that is where we are headed.

And it’s going to be mandated or dictated at some point through automated, not saying robotics but artificial intelligence.

It’s getting smarter and smarter to know what customers want. And providing that will be the differentiator between you and a competitor.

But getting a customer mad and not responding or not being aware and i’ve seen this happen quite a few times. Could be a black eye and it didn’t have to happen is what I’m saying.

So, this is why all of this is important of recognizing the online threat if you want to call it that, from a competitor or prospects or customers who are engaged.

And if you’re not. That’s a judgement call. That’s a judgement call to when they are searching and looking for who to do business with.

So anyway. I’ll get off my soapbox. Just some observations from this past week of people I’ve talked to, things I’ve witnessed.

To keep in mind when you’re growing your business. If you’re not doing social media, be thinking about that. Be understanding.

Your customers are critical. And they maybe engaged on social media one way or the other.

If you don’t have a website, again it’s all part of customer perception and branding of what I call the marketing platform of who you are and about your business.

John Verlin, I’m at jverlin1@yahoo.com. On Demand Advertising Solutions website: www.OnDemandAdvertisingSolutions.com.

Have a great weekend and we’ll talk to you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update, Marketing Your Business; 4 Reasons Why Customer Engagement Is The New Marketing, Podcast #26!

When it comes to marketing your business, a new reality is taking place behind the scenes that is becoming clearer everyday: customer engagement is becoming the new marketing.

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Podcast #26 discusses why this is becoming so important for the future growth of your business and four reasons why it’s happening.

Most important, what you can do to stay on top of your customers needs and engage them for future referrals and upselling.

We discuss this as part of our three-part strategy for small business growth.

You can learn more about our strategy and request a free consultation!

You can listen to all of our strictly audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; 4 Reasons Why Customer Engagement Is The New Marketing. Podcast #26

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with you, On Demand Advertising Solutions, with another Digital Marketing Update, podcast #26.

How well do you know your customer? Well, customer engagement is the new marketing. That’s what I’m going to talk about today.

And, Sajun Patel had an article or post in July of Inc. I ran across this last week because I was trying to put my notes together doing prep for this podcast as I mentioned last week. He had this post and I think it’s great. You might want to check it out.

He talks about four things of how customer engagement is becoming the new marketing. It’s really what I’ve been saying and trying to say over the last several months since I started this business.

The first thing he points out is to understand how customers are driving revenue. They’re not only driving current revenue but they’re the key to driving future revenue. I’ve talked the last few weeks about getting referrals.

And that’s part of it, they offer up referrals to you to continue to drive revenue in sales and they may themselves continue to buy from you, as well as recommend people.

He says that, the first point is that various changes in business models and trends have shifted alternately shifted power from the seller, you to the buyer, your customer. In general, less commitment is required on the part of the customer.

It’s easier and cheaper than ever before to leave and seek alternate solutions when value isn’t being delivered. And because of this, great customer experience can become a prominent competitive differentiator . Boy, that is an excellent way of saying it.

It’s because of this shift I’ve been talking about to more online experiences, where people can read reviews, comments, whatever, changes things for all of us as business owners in how we treat the customer.

And he talks about that great customer experience. Michael Fallon who is the director of Customer Success at PTC says that “customers have a voice and choice with the power to remain or take their business elsewhere, and to tell others about why they decided to do so.”

Wow, we didn’t have this before. Now you did, but it was word of mouth. But it’s now that times ten because of the social media platforms. And the fact that people are using these so often to state their feelings—particularly if they’ve had a bad experience.

Maybe they go online to Facebook or somewhere else and start spewing forth whatever. So he talks about “happy customers” go under utilized as an asset when it comes to driving acquisitions and increase sales.

He calls them customer advocates that can go online to write reviews, referring prospects, acting as references, driving event registration, giving product feedback, writing testimonials, increasing social shares, engagement with your content and even creating content. He says the possibilities are endless and depend largely on company use and strategies.

That’s another good way of summarizing the value of the customer, of all the things they can do for you if you ask them to. Customer testimonials, you can’t beat that. They’re great. That’s one reason we suggest in content, in podcasts or video or whatever you use, to increase or encourage some of your best customers to be involved

Tell them you’d like to feature them you’d like a testimonial and you’d like to interview them in a podcast. To talk about not only your business but their business. How your business might be helping their business. Or how they use your product or services.

The benefits they get and they’ll be thrilled. Tell them you’re going to put them in the podcast and record them. And they’re going to want a copy of that and send it to everybody they know.

And you just multiplied the potential people exposed to it. That’s why we like podcasts so well as well as written content, even though it’s transcribed as written content. Because people are excited about it and they want to send it out to everybody they know.

Now advocacy he talks about is a proactive process. Relationships must be formed and nutured before customers can be mobilized as spokespersons.

And it all comes back to, who’s going to own that customer experience? He talks about within an organization. Is it sales or marketing? Who’s going to manage that. You’ve got to decide that. But really, as I’ve talked about before, the customer experience starts probably before you even know it.

They’re probably going online checking you out. Reading reviews about you, what people have said. And that’s why I emphasize so much, particularly for small business to get involved with social media. Get online. Get your message out there. Do it not only with daily posts on Twitter, on Instagram, Facebook—but with content on a blog. Like these podcasts.

Why? Because it’s accessible content for people who are checking you out. And they’re getting to know you. You’re listening to this getting to know me. And I don’t even know you’re probably listening. But on down the road you might contact me and say, Oh, yea—I’ve been listening to your podcasts…I like podcast 23, etc.”

That’s why these are important. It’s pre-selling yourself, your brand in various platforms, in various ways before they even do business with you.

This is again, becoming more and more important. Who’s going to own that experience? You can be proactive in starting that. And it must be, he says—continuous selling, you have to constantly be doing it.

Now, fostering this continuous selling, you have to incentivize a sales team to be involved and stay involved by basing part of their compensation on advocacy customers as measured by references they give, referrals, case studies, testimonials, in other words, incentivize your sales team to get that information from these people and then compensate them for it.

So you don’t drop the customer and they leave. You forget about them. So all of this is part of the selling process.

He talks about this, surrounding customer success in advocacy need to shift in identifying nuturing advocacy must become as much of a priority as upselling and renewing.

And the real key here is, he says that customers represent something very real that you can lose. Because they’ve used your product and formed an opinion. Think about that. That’s going to get referrals because they’ve formed an opinion.

And that’s why this continuous selling, this continous communication with them not only might upsell them down the road, it’s going to keep that opinion high.

If it ever changes, and they let you know about it, you can answer them right away. Because you’re engaged with them. And again, this is why customer engagement is the new marketing.

Because you’re consistently out there with them and you don’t forget them.

Now, next question he asks is, do you really know your customer? Confusion he says surrounding ownership is a recipe for customer neglect. Especially as you begin to add marketing automation and technology into the mix. That’s why it’s important to decided who’s going to manage the account so to speak.

Now he says that the problem with technology is that you can remove that humanity from engagement.

But you can use technology to do messaging, emails, videos, social or other mediums. You can collect more personal customer data. Create relavant nuture campaigns based on customer interests, product usages and community building and networking. That’s how you can use technology.

As I mentioned earlier, monthly emails, a newsletter, an occassional survey sent to an email to keep monitoring what your customer needs are.

But it’s understanding that they are human and not a number. You’re using technology to keep them front and center.

So they feel like you’re their friend. And again, I keep coming back to these podcasts, one reason I like them is that they can listen to them at any time and feel like they know you.

This is the magic of repetition of an audio format. You can watch videos about them, but these are easier to engage. They can listen on a smartphone. Sit back and listen and have a cup of tea.

But they feel like they know you. This is all a part of that selling experience of the customer getting to know you and wanting to do business with you.

He points out that when customers make purchases from you, they do it to solve a problem. The value you offer in your solution will be unique to each of those customers. And to make it intregal that you understand each individual need.

Fallon says that “tomorrows leaders in customer engagement will be the ones who truly lead with knowing the customer and their outcomes in a very detailed level.”

It’s really,  getting back to talk about customer surveys. It’s asking them what their needs are. And learning basically, a lot of times we have a group we send emails to. Sooner or later, they’re going to get burned out with our communications.

It’s consistently I would say having a methodical plan to stay in front of them. Whether its a survey, understanding the cost per customer, the cost to keep a customer, the lifetime value…total active users.

All of these metrics of understanding the value of the customer, but then keeping that customer. That’s why I keep saying it’s so critical to stay in front of them.

So basically customer relationships are an incredible way to drive revenue, it’s just knowing where to start.

And that’s why we recommend starting immediately on social media and getting podcasts and content on your blog to start a process with people who you invite in to to read your blog or listen to your podcast or whatever that is.

It’s you taking that step to move forward with your brand by engaging prospects that eventually become customers.

John Verlin’s my name. I’m at jverlin1@yahoo.com. Questions or comments. Website is: www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. We’ll talk to you next week and have a great day!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update, Marketing Your Business; A Simple 3-Part Strategy For Professionals, Podcast #25

Most professional small businesses rely on referrals, and usually don’t need much hand-holding when it comes to marketing your business and promotion.

on-demand-advertising-solutions-newsletter-card-image1In fact, recent surveys show that over fifty don’t even have a website. But that may soon change as we begin to see store shelves in strip malls empty–and leases on buildings being posted.

The shift in online purchases and experiences redefines the customer experience and the relationship businesses have with their clients.

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With a greater emphasis being put by the customer on reviews and online comments in Facebook groups, Yelp, etc., businesses can no longer ignore the impact social media plays in their marketing.

Podcast #25 discusses a simple strategy we developed for professional firms and small business to use in addressing these new relationships in building local business.

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Influencing the customer experience begins with this communication and continues as the business grows.

It’s this three-part strategy that advances credibility and trust to the next level for our clients as we tell their story.

You may schedule a free consultation to see what services may be appropriate for your business.

You may listen to all of our strictly audio podcasts here.

Now, enjoy our video podcast!

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Marketing Your Business; A Simple 3-Part Strategy For Professionals.
Podcast #25

Host: John D. Verlin

Transcript:

Another good afternoon, John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update, podcast #25—we’ve hit a milestone in podcasts. I’ve hoped you’ve enjoyed listening to them.

Today, I’m going to jump right in to this. A couple of things happened this past week. And, by the way, today is the Fourth of July, I wanted to wish everyone a happy fourth! I decided to record this today. It’s a great day to do this earlier in the week. A little rainy where I’m at, but should clear off later for fireworks.

Today I want to talk about a simple three-part strategy for professionals to basically grow your business. Get referrals, thigs like that. It’s really, something every business typically grows from—in fact a recent survey showed that half of small businesses don’t even have a website.

So how are they existing? Well, referrals most likely. And you think about, how do you get them? Maybe it’s from a chamber meeting. A networking thing you have. Maybe you have a good network. An industry trade group. Maybe it’s church-related people and just word of mouth based on clients and customers.

And that’s great. But there’s a shift going on as I’ve talked about before in online purchases and experiences. Which are redefining the client and customer relationship. And the relationship a business has with it’s clients and customers.

And we know this because Amazon recently bought Whole Foods. My girlfriend was at a strip mall recently and noticed the buildings in the area that were leased. Some of the businesses she went into. Shelves were empty. Clothes from last winter were still there. And she told me it was like a ghost town.

She was kind of spooked, like what’s going on here? We talked about this and I said, well, hopefully we’re not preceding a recession. Six months in a row now they’ve announced that auto sales have been down.

But what is going on here? Is this the beginning of moving more retail online? But regardless if that’s happening, it’s addressing these new relationships in building a local business.

Because the consumer-client shift to online is re-defining the relationship. No where, when you first get a referral, where does that relationship begin? A new customer or client—where does that new communication begin?

Well, many times you meet them as I’ve mentioned before. But to realize this, to influence that communication after you meet them is critical for the growth of your business. Whether they buy now or you have them as a client five years from now. You still want them.

So what are you going to do between now and then to build that relationship? And that’s where this whole online relationship experience is moving to. Greater emphasis is being put on this by clients and customers, primarily because of reviews and online comments. From Facebook, on Facebook groups, maybe Yelp for local businesses.

We can no longer ignore the impact that social media is having for the market. I know first-hand, I’ve seen it from a client getting negative comments on Yelp and Facebook group—because of some venting. Some unhappy customers. And they were not even aware that it was going on.

They had kind of turned their back to it and suddenly it came to their attention. And that explained why some customers were leaving their business. It was the online thing going on. Communication between people, commenting about that business.

So this is, the consumer and the client and the customer have changed this. To the online research, commenting, reviews. All those kind of things.

So, a three part strategy we put together to advance your credibility and trust to the next level with new prospects and referrals where you can tell your story.

And that is, number one—doing a client survey is our first step, or a customer survey. We might glean from clients you currently have what’s important to them. (post note: I’ve recently received emails from Amazon and Walgreens to get a $50 gift card for taking a customer survey).

Recently, I was looking at a Nissan website. A Nissan national website for one of their cars. And I noticed in researching the car, that they were highlighting a lot of the new technology. Beeping when you go in the wrong lane. Slowing you down if you go too fast up ahead in front of somebody, or behind somebody.

And i’m thinking, wow, that’s pretty cool technology. When I read the reviews about what people thought about the car, a number of them may have mentioned the high tech stuff. But a number of them mentioned some things that weren’t even addressed on the website of the car company.

And that was, how comfortable the seats were and how smooth the ride was. So this kind of highlighted to me a lot of times the differences we have with our clients and customers. We think we know what they want, in many cases it’s the opposite. Or not even addressed.

I have witnessed that first-hand too with a client. Where the suvey we did that we put together for them for their customers, the answers came back just the opposite of what they thought they would be.

Now how does that happen? Well it’s marketing research. If you don’t believe me, look at what happened with Coke. When they introduced a new formula years ago, they thought, who knows how much they spent on research, they thought they were right and had a backlash.

People wanted the old flavor back. So, they switched. And that must have cost them a pretty penny. So, this is the first step, trying to get to know what your clients and customers want. It’s important so you can focus in on their needs.

Leading from that, the second part, is to create content addressing those needs. We do interview-style podcasts like this for a number of reasons, because of the number of platforms they can be placed on, because you can “feel” how people are to get to know them and feel like you know them because of those feelings and emotions involved in interview style podcasts.

You can also feature your clients and customers on them. And talk to them and they can promote that content as well. This is answering the content-related questions you have from your customers about your business or industry. And then as I mentioned, feature clients or customers on these as well.

This is the creating content part after we learn about what they want in answering their questions about your business.

And then, finally—promoting that content through social media. It can be done through a variety of means through a variety of platforms. Which is what we recommend and do.

To build that online experience and engagement with new prospects and new referrals. As a matter of fact, with Facebook Zuckerberg has already said that smartphones and TV screens will be gone.

He’s already projecting virtual reality and artificial intelligence are going to take over. Robotics and things like that.

So this three part strategy can work beautifully for professionals as well as small business. When I was in radio, we had a number of professional firms, from a couple of contractors who did great to financial service firms, we had a couple of medical related programs.

All of these work beautifully because they lend themselves to interviews. And interview-style podcasting.

Recently, a friend of mine who is the business manager for a couple of radio stations in Knoxville, TN told me that what they’re noticing is, when we talk about this online experience.

When we talk about podcasts for shows, their on air listeners start listening to podcasts—and their on-air listenership goes down. But their podcast audience increases.

When we talked about some of this strategy—he said you’re right on target, because he said we’re already seeing it on podcasts. The influence these new podcasts are having.

So doesn’t make sense, that if businesses ask this and recreate those answers in podcasts, doesn’t that make sense that you might engage referrals and prospects in an effective way, because that is shifting again to more online?

John Verlin is my name, my email is jverlin1@yahoo.com. Feel free to email me with comments or questions. Website: www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. Next week I’m going to be doing some prep work about some of these small businesses I’m reading about and what they’re doing, good or bad, to share with you about how to overcome changes in the economy, etc.

Have a great week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Need to increase your business professional image?

Many small businesses today begin on a shoestring and struggle to grow and maintain professional environments, work behaviors and online/offline image.

In many cases, seeking marketing firms or business consultants to assist their growth and image can be quite cost-prohibitive.

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Case in point–an online hand-crafted jewelry micro business was struggling to make sales–in spite of the fact that the owner attended various seasonal trade shows in her market and promoted that she was trained by a New York creative school.

When I asked about her website–which had SALE at the top, and seemed to be “cheaply” designed (my first impression), I was told she paid $8000 for the site to be constructed.

I felt bad for her–but my ONLY IMPRESSION of her professional image was her website. And I wasn’t impressed.

No matter how good her jewelry was and what credentials she had–professional impressions are made today via websites and online content.

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It’s no secret that these first impressions are crucial to the success of any small business. Many business owners work hard developing them–but for some, it can be very expensive.

This is one reason we formed On Demand Advertising Solutions, to offer professional image, marketing, advertising and content solutions without paying MBA pricing!

We developed a three-part strategy to focus on in producing professional messaging and implementation. And it’s all at affordable pricing for small businesses (I know–I used to sell radio advertising)!

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

Enjoy the cartoon below!