Thinking Thursday: Entrepreneur I.Q.
It Can Be Done…Don’t Listen to Critics…Do It!

Tag: Small Business

Thinking Thursday: Entrepreneur I.Q.
It Can Be Done…Don’t Listen to Critics…Do It!

Entrepreneur Inspirational Quote (I.Q.) to help motivate you towards success as a small business owner…

To Quote the Chinese Proverb:
“The person who says it cannot be done should not interrupt the person who is doing it.”

Don’t let anyone tell you that you can’t accomplish all you want in business (and in life.)

Roll up your sleeves and get to work!

Success comes to those who take action and find new ways to do what was once considered impossible.

Please share this (simply copy and paste into your social media):
Entrepreneur IQ: Ignore the critics and believe in yourself to #MakeBusinessBloom and achieve the impossible … http://bit.ly/entrepreneuriq

Tweet your thoughts and additional topics to: @eRoseWeb

We appreciate your continued interest and we look forward to hearing from you about ways to help fellow Entrepreneurs Make Business Bloom.

Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!

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Tag: Small Business

Voice-Activated Tech: Should Your Small Business Listen or Join the Conversation for Growth?
HomePod at Apple #WWDC 2017

Can Voice Activated Speakers Improve the Bottom Line of your Small Business?

And the Trending Tuesday Topic is…

HomePod, bringing Siri into your home at Apple #WWDC 2017

Will these be primarily Entertainment Pods or Business Efficiency and Marketing Opportunities?

As I discussed in a previous blog article (What Can Small Business Learn from Apple), Apple finds a way to get publicity on their new products. Often with new products or product improvements at their annual #WWDC conference.

Yesterday, the company unveiled their long-awaited Siri speaker called HomePod, its most powerful Mac to date, and tons of new software upgrades across all the Apple platforms, from iPhones to the Apple Watch. Today they are having the former First Lady speak at the conference, but the topic I want to discuss is the advancement of Siri for the Home with the new HomePod. Apple’s entry into the market to compete against Amazon Echo and Google Home.

FYI, The HomePod is about 7 inches, comes with seven tweeters and runs on an Apple A8 chip. It has a six-microphone array in the middle to make it easy for Siri to hear you. The main focus seems to be on Music including Beats 1 Radio but it will also be able to deliver the weather, set timers, and control your HomeKit devices similar to the competitors. The HomePod will not ship until December 2017 and the starting price is $350. (Way above the price of its competitors, as usual)

What does this have to do with small business and entrepreneurship you ask?

Technology is changing the future of business (and the future is coming quickly). You have probably seen the commercials where Alexa (Amazon Echo) can order you a pizza lickety-split.

From what I can tell Amazon is the one primarily focused on creating a community and encouraging development of Apps and skills that can help promote business. (Of course, they make it easy to order from Amazon, which is good for those small businesses that offer their products through Amazon in the first place.) There have been over 10,000 third party apps developed for Amazon Echo and the low-priced Echo dot opens up this technology to everyone.

Google Home was promoted as an entertainment hub, allowing you to control your TV with a Chromecast streamer and launching Netflix and YouTube on your TV, etc.

This avenue of technology is brand new and the market will determine where the real progress will be made, similar to smart devices for your wrist. The big push initially on smart watches was the phone feature, being able to make and receive calls through your watch was supposed to be the next big thing. It turns out that the primary usage became the fitness tracker portion (at least to this point in time.)

Will Apple be right in that people want it primarily for voice activated music with the best quality speaker?

Will Amazon be proved right that having the largest range of skills for improved efficiency will be the most popular feature?

Will people get rid of their remote controls and use Google Home for their home entertainment?

Usually one theory wins out in the end and the others adapt as best they can depending on how far behind the popularity trend they are.

In technology, it is not always the first one in the market that succeeds in the end, but in my opinion Amazon has set themselves up for long term success on this trend. By opening their platform and encouraging 3rd Party developers to extend the functionality, they have embraced the modern age where democracy in business wins. Similar to how the marketing trend is these days, often consumer-driven with Social Media taking center stage.

While business has always been driven by demand of consumers, more than ever the consumers are interactively communicating their demands through social media. This translates well for Amazon in that developers and even lay people are deciding what skills to write and what skills to enable on the Echo so that Alexa can improve their lives (mostly hands free).

Yes, people love to be entertained, but decent speakers aren’t expensive and cable companies are adding voice controls to their remote controls. I am not a fortune teller so please don’t place any wagers or adjust your stock portfolio based on this article, but I would suggest exploring the options for improved productivity for your business and home.

One way I have found to tap into this new technology trend to market my business is with a skill you may have read about in my blog articles previously “Marketing Rich Tips” where you can enable the skill on your Echo and say, “Alexa ask Marketing Rich for a marketing tip”. (See my article on this topic…)

Explore the lists of skills developed for the Amazon Echo and see which ones may be able to improve your efficiency. You can manage your calendar, add to your to-do list, listen to podcasts and audio books to keep your business skills sharp, among many other options.

What are the skills that can make your business more efficient? If someone hasn’t developed it yet, maybe you want to develop something and add it to your own personal Echo? The possibilities at this point are improving daily and the future is bright.

While change is often a little scary there are a lot of improved efficiency options that can help you reduce your costs or reach more people to add to your bottom line. I encourage you to take a deep breath and dive into the future of technology.

Tag: Small Business

Use Your Entrepreneur I.Q. and Show Up for Success

Our Entrepreneur I.Q. (Inspirational Thought) for Thinking Thursday is about the importance of showing up. The quote below can be interpreted many different ways, here are some thoughts on how I see it as an inspiration for Small Business Owner Entrepreneurs.

successshow800

Eighty percent of success is showing up.
– Woody Allen

Success is not really about having the best idea…but instead it usually is about either getting to the market first or consistently getting out there with marketing, taking action and making improvements.

For small business success a key factor is to show up in a specific niche market with your marketing and promotions.

Show up for Leadership…Show your clients and employees that you are dedicated to them by being there when you are needed. What do Life and Business have in common they are often about relationships. Showing up for your clients and employees can make a huge difference in your long term success.

Longevity…Showing up in this case refers to persistence. There are many small businesses that need to demonstrate longevity before they can really be successful, for example most people don’t want to hire a home improvement contractor that just hung out an open for business sign. They want to deal with someone experienced, who has been around for a while and who will continue to be around for a while – so they will be there when they need them. As statistics tell you this is easier said than done with many businesses not making past the first couple of years. If you are just getting started do what you need to do to survive, and remember most of the overnight successes you hear about have really been at it for a decade or two!

Marketing…Make sure your business is showing up where your prospects are. Whether that means a website that shows up well on their smartphone, or meet them online using their favorite social media platform, or getting in front of them face-to-face at a Chamber of Commerce or Industry Event. Be There!

Please share this (simply copy and paste into your social media):
Use your Entrepreneur IQ! Eighty percent of success is showing up to #MakeBusinessBloom … http://bit.ly/entrepreneuriq

Tweet your thoughts and additional topics to: @eRoseWeb

We appreciate your continued interest and we look forward to hearing from you about ways to help fellow Entrepreneurs Make Business Bloom.

Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!

rose

Tag: Small Business

4 Easy Resolutions for Success in Marketing Your Small Business throughout 2017

Already having trouble keeping focused on your 2017 New Year’s Resolutions? Setting resolutions is the norm at this time of year. Of course, we often get overzealous and set goals that are unrealistic. This year I want to suggest four simple marketing resolutions for your small business that are easily achievable and some tips and techniques on making them a reality.

Resolution #1: Update Your Website Content More Frequently

newcontent350If you only change the content on your website randomly or once a year, then make a resolution to update some of the content at least quarterly. If your business solves different problems at different times of the year, this is a great thing to highlight. You could highlight the benefits to different targeted prospects and change them up on a quarterly basis, or maybe put a featured product, service, or employee at the forefront on a rotating basis.

It is important to show not only your prospects that you regularly update your website, but also the search engines come back and look for new content. When the search engines find new content that is one of the factors they use to move you higher in the rankings (because they know you are still in business and looking to share timely information.) If you already have a consistent plan on updating your web content, simply increase the frequency in your system and make sure you are promoting these changes or new info through social media.

Resolution #2: Increase Your Social Media Influence

socialinfluence375Most small business owners don’t have much time to dedicate towards these platforms, so make the best use of your time by connecting with the top influencers related to your industry. Social Media has the word social in it for a good reason. Social Media is meant to be conversational and build relationships online.

Find the platform or platforms where your clients tend to go (if you don’t know ask them). For example, if you are B2B that may be LinkedIn, if you are focused on consumers maybe it is Twitter. Establish yourself on that platform by adding valuable information of your own (not a sales pitch but info helpful to your prospects).

Look for the top 5-10 influencers in your industry or region, follow them on the platform that you know your clients to be on. Keep an eye out for ways to join in on conversations that these top influencers are involved in, make sure you are adding value as well as complimenting the influencer. You might be surprised how often these top influencers will engage with you and not only do you start to build a relationship with them but establish yourself as an additional authority to their followers.

Resolution #3: Grow Your E-Mail Marketing List

marketingshift325While social media is great at increasing exposure to new prospects, you should remember that those prospects in effect belong to the platform. You may not be able to control if and when they see your updates, and what happens if that platform goes out of favor? When you get a signup to your email marketing list, these are people who have agreed to hear from you directly and if a specific platform changes how they display your info or disappears entirely you still retain contact with your email prospects. You may need to get creative with your promotions and newsletters to gain an audience through your own email marketing list, but getting these highly-qualified leads into your own email list can be invaluable.

Resolution #4: Add Videos To Your Marketing (‘Live’ if possible)

As I have mentioned previously live videos are currently a large focus of Facebook and can help you be found more easily. Overall adding videos to your marketing whether it is live or recorded can add the storytelling feature that many prospects are looking for.

Resolved: I Will Keep My Resolutions in 2017!

It’s easy to say you are going to do something different this year, but the trick is to establish the new habit or remind yourself frequently enough to keep these resolutions top of mind. Whatever CRM or To-Do list you use add recurring tasks for these resolutions for a frequency that is realistic, whether that is weekly, monthly, or quarterly. If you miss a to-do for the resolution don’t give it up, success is about perseverance. Don’t spend time worrying that you missed one of these new resolutions on your to do list just make sure you do it the next time and pat yourself on the back for doing it more than the previous year. For most businesses, success is achieved as a marathon and not as a sprint.

We encourage all Entrepreneurs and Small Business owners to make at least one of these resolutions for 2017. While we would ideally like to work with you on these resolutions to help Make Your Business Bloom online, we mainly want to encourage your continued success with this article.

Please let us know if these resolutions have inspired you to improve upon your small business marketing for 2017, and join our conversation with any feedback or how you applied the suggestions above to Make Your Business Bloom!

Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!

rose

Tag: Small Business

Unlimited Creativity for Small Business Success – Entrepreneur IQ

How do small businesses continue to be successful in the long run. Simple…Creativity.

Small business often provide solutions that their larger competitors don’t think of, and use their creativity to innovate more quickly. Our Entrepreneur IQ (Inspirational Quote) below is meant to encourage you to flex your creative brain muscles on a regular basis.

creativityangelou900

Whether you provide services or products it is critical to continue to use your creativity to innovate solutions to your clients challenges. As a small business owner myself I know that this is often easier said than done.

A small business pulls us in all different directions and we wear many hats. Creativity is not limited to one aspect of business. Whatever hat you are wearing use your creativity to try to improve your business, more efficient operations, better solutions for clients, improved customer service, innovative marketing ideas. Alright you might not want to be too creative with your bookkeeping or accounting if you are looking for funding, but most other aspects of your business will thrive if you take a little time to think about them in a little different way.

What project are you about to work on, can you use more creative thinking to improve your results? We would love to hear what you come up with, please share your successes with us!

Tag: Small Business

Get Your Small Business Noticed in Social Media – Content Ignition

The author of The Content Code, Mark W. Schaefer (@markwschaefer), gave a presentation entitled Content Ignition: 10 Ways to Get More Economic Value from Your Social Media Content, and I want to share some observations and tips we can all benefit from as small business entrepreneurs.

SocialMediaTextPeople400Basically in order to know where we are going in social media marketing we need to first know where we have been. When the internet first developed there was a period where the most important thing in marketing for small business was to make sure you had established a presence on the web. Then once everyone had their business listed on the internet the focus became search. Google exploded and Search Engine Optimization was the marketing technique necessary to excel in most industries, beating your competitor to the top of the best keywords and phrases.

Today the key is utility, being helpful and adding value. While websites and keywords are still relevant they are less important due to social media, mobile, and content. As we advance online, marketing a small business becomes even more challenging.

Mark W. Schaefer mentioned a study that said that in the next five years the amount of information on the web is going to increase by 500%. So if you thought it was difficult to get your information noticed now, just think how it will be in 5 years. He talks about an idea called ‘Content Shock’, which references this overwhelming volume of content combined with limited attention spans.

How does content shock affect small business?
Let’s take one very important example. Facebook had until recently been a great way to get your message out for a very low cost. You just used a little creativity and some time to post some valuable content on Facebook and you could get some traction on the Facebook feed. Facebook realized that this deluge of information was not serving their customer so they changed the way it worked the feed. Now Facebook will only show a post you add to about 6% of your followers and paid ads on Facebook are needed to truly get your message out.

While Facebook did this partly to generate more revenue from its ad platform, you can’t overlook the content shock factor and how it is or will affect other social media outlets in a similar way. Remember their goal is to best serve individuals who are their clients and not small businesses.

IgnitionGraph500

“The economic value of our content is exactly zero if people don’t see it and share it.”

Adjust your marketing for ‘Content Ignition’
You need to develop a new competency around understanding the transmission of online content. How do you get your prospects to see it and more importantly share it with their network?

Mark also mentions research done in 2013 by the New York Times. “It showed that 85% of the people who are reading our content say it helps them understand us. Through the act of sharing the content, they are becoming advocates for our businesses and our content. This is really important, because 70% of the people in the same resource study said that their purchasing decision is influenced by what they see being transmitted in these social media updates.”

He also notes that Millennials in the next few years are going to represent half of the consumers, half of our employees; a generation that doesn’t trust anybody except themselves. They’ll trust content shared by a stranger before they’ll trust you and your advertising.

Getting content to move though shares and people’s personal networks creates advocacy and has a large effect in influencing their purchasing decisions. Brand power, company power, your power, isn’t coming from just writing and posting content. It’s coming from content that moves. It’s content that’s transmitted by friends.

@MarkWSchaefer also reviewed some important strategy from his book The Content Code: Six essential strategies to ignite your content, your marketing, and your business, especially on how small business can succeed with social media marketing. My goal is to review his book in more detail and share some of those ideas and how they relate to small business as part of future blog articles and social media posts.

Please let me know your thoughts on what I have shared so far and how you plan on applying these ideas to your small business marketing.

Tag: Small Business

Getting Found with Google…Simple as 1, 2, 3?

MarketingMonday750While Google typically plays it close to the vest on how they determine who gets highly ranked and who doesn’t there have been recent disclosures from Google that give good clues for you to optimize your website for a higher Google PageRank.

Keys to Success on Google: Content, Links, RankBrain

Content (Keyword Rich):
Our philosophy at eRose Web has consistently been to focus on quality content first with a mix of relevant keywords to each client’s industry and customer focus. It seemed logical that with Google’s stated goal of providing the best resources to its clients that this strategy would be the best for small business clients that have limited budgets where spending thousands per month on SEO was not an option. This continues to be one of the best ways in which to keep Google’s attention. Google wants to provide the best resources and content so if you have a website that provides quality tips and articles on areas related to your business you should at least be on their radar.

SEOplan350Links (Incoming):
The links we are discussing here are not the number of links you have within your website but instead the number of relevant links from other websites. By relevant links we are talking about links from websites that are related to your industry and not just paying a website with a list of unrelated web links to include your website link, even though they have completely different customers and in a completely different industry.

It is a good idea to make sure any industry organization, affiliates, chamber of commerce, etc your company is a part of has a link on their website back to your website. Ideally using a text link with both your company name and the main keywords you want your site to be found with online. Also ask any vendors you work with on a regular basis if they would be willing to add a link to your website, and/or mention your company periodically (with a link) in their social media marketing.

RankBrain (Google AI):
RankBrain is Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results, this means basically that the computer teaches itself rather than following detailed programming code.

While RankBrain has been identified as the 3rd most important factor by Google currently, this is only one part of a much more complex search algorithm.

“RankBrain is one of the “hundreds” of signals that go into an algorithm that determines what results appear on a Google search page and where they are ranked, Corrado said. In the few months it has been deployed, RankBrain has become the third-most important signal contributing to the result of a search query, he said.”
Source: Bloomberg

Article from SearchEngineLand on RankBrain

Admittedly we simplify things quite a bit in this article, but this is a good starting point for the small business entrepreneur looking to improve the search ability of their website on Google. Google’s algorithm is constantly changing but if you make your goal the same as Google, to provide great content and resources, and sprinkle in a little extra strategy from time to time your website should be in good shape to compete for attention online.

Tag: Small Business

The Marketing Force Awakens – Trending Topics to Market Your Small Business

Have you seen the new #StarWars trailer for #TheForceAwakens, honestly it is more like #TheMarketingForceAwakens don’t get me wrong I am really looking forward to both the movie and maybe even learning some marketing techniques. In fact it is already starting, this is the first time I remember that the trailer says ‘Tickets On Sale’ now so far in advance of the actual release of the movie. Maybe I just didn’t pay attention to that before but it sure beats putting people in line at the Theaters for days before the first run of the #StarWars movie.

They knew there would be demand and they want to encourage that, which is very smart marketing. I am curious as to how many weeks it may be sold out and how many people buy multiple tickets (to either try to resell or to see the movie dozens of times in the theaters in 3D).

Unless there is a drastic change in marketing strategy I know there will be an upcoming deluge of cross promotion for quite a few months. All the fast food places and big box stores will be promoting their connection to the movie. Your soda cup for the next 4-6 months will have a character from #TheForceAwakens, the checkout lines will be filled with #StarWars souvenirs.

Unfortunately most small businesses will be limited in being able to capitalize on the new Star Wars movie as the licensing fees associated limit the cross promotion to the big multi-national corporations. There will be some merchandising available without as much profit to the small businesses buying from the big wholesalers who have the license.

TrendingTopicTuesday750However there are always creative ways to capitalize on the latest trends, especially now with social media outlets. Your small business can make a short video without any official Star Wars footage or images that brings you attention with some creativity so it links the theme of the movie to your products or services. Maybe even go the opposite direction…if your prospects may be likely to get tired of all the hype start with a connection to them that your products and services will never have a Star Wars character on them, you are safe to use our services without hearing about the Star Wars hype, etc.

The key in marketing is to find your niche and to connect to your community of clients and future clients, whether that means keeping up on the latest trending topics like Star Wars or staying away from them get to know what your target audience wants…and give it to them in a memorable way.

Please share this (simply copy and paste into your social media):
The Marketing Force Awakens, small business marketing using trends like #starwars #TheForceAwakens to #MakeBusinessBloom…http://bit.ly/trendingtues

Tweet your thoughts and additional topics to: @eRoseWeb

We invite your feedback on how you can use the latest trends and apply them to your small business marketing to learn from each other so we can all Make Business Bloom.

Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!

rose

Tag: Small Business

Trending Topic – Pope Francis Upcoming Visit to Philadelphia…Small Business Boom or Bust?

TrendingTopicTuesday750For the Philadelphia portion of the Pope’s upcoming visit to America there has been a huge discussion of the logistics and transportation changes for the region. What I would like to discuss here primarily are the potential positive or negative affect on business overall, especially for small businesses in the region.

My hope is that this will be the potential $500 million financial boon to the region as predicted. The expectation is for 1.5 million people as well as potential good publicity for the city (although that is never guaranteed). Even if it is as successful as predicted will this success be felt by many small businesses or will it just create more hassles and headaches for Entrepreneurs without the associated rewards? cityhallfromlovepark375

“Traffic restrictions imposed by the U.S. Secret Service and limited public transit have left some stores and restaurants in the lurch. Planned road closures include about 25 miles of highway, a major bridge connecting Philadelphia to New Jersey, and dozens of blocks in the heart of downtown. … Nowhere was the angst more apparent than at Reading Terminal Market, a city landmark and tourist hot spot filled with dozens of stalls selling prepared food, groceries and souvenirs. It had considered closing until officials were able to negotiate two overnight windows for deliveries.” http://www.dailyrecord.com/story/money/business/2015/09/06/openinphl-philly-businesses-prepare-pope-francis-visit-crowds/71829088/

“Both city officials and business owners have expressed concerns: restaurants fear the logistics of moving food and staff in and out of the city, and the city fears restaurants will decide to just close for the visit.” From Recap: Nutter talks business impact of papal visit Read more at http://www.philly.com/philly/blogs/real-time/Live-Nutter-talks-business-impact-of-Papal-visit.html#k6msLGMDcUoXKqOY.99

There is about a 3 mile traffic box where traffic will be allowed out but traffic will not be allowed starting early in the weekend. If you are a business inside the traffic box there will be challenges in staffing and resupply. For small business outside the traffic box will people be willing to venture outside of this box to go to the business? While it is great that accommodations have been made for a landmark such as Reading Terminal Market, what happens to other small businesses that do not have access to re-supply or don’t have a place for employees who live outside the traffic box to stay or to get back in to work? Will small business be literally and figuratively ‘running on empty’ by the end of the weekend?

WhereWhenPope2015There are also rumors that the cell/wi-fi coverage may be pushed past the limit. While the wireless companies have spent a lot upgrading the infrastructure locally for the event, what happens to the small business or Entrepreneur that relies on their ‘Square’ or other wireless based payment processing if there is too much stress on the system?

Personally I live just outside the city limits but a friend who has lived in the city a long time made an excellent point recently. Since many things will be different the weekend the Pope (transportation, hours of operation, overworked staff at the places that are open and have employees that can’t leave and come back ‘in the box’) the local residents that do stay may not have valid info to share with the visitors.

One solution seems to be social media (assuming cell phones are working): SmallBusinessStorefront325

#OpenInPHL: Philly businesses prepare for Pope Francis visit, crowds
To encourage shops to navigate the hurdles and stay open for the historic occasion, the city this week launched the hashtag #OpenInPHL. Officials also began distributing marketing kits with buttons and signs saying “Welcome Pope Francis” and “I’ll Be There.” http://www.dailyrecord.com/story/money/business/2015/09/06/openinphl-philly-businesses-prepare-pope-francis-visit-crowds/71829088/

This could be good for the small businesses and entrepreneurs that want to let people know they are open (and in walking distance). Now more than ever the need for social media is critical to small business success to make sure the throngs of potential customers know you are open and ready to serve them. (Also make sure your signage is in place or you have someone out on the street pulling people into your establishment.)

If you are a small business owner in Philly and are you expecting a large increase in sales? What preparations have you made to overcome the potential obstacles?

 
Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!
rose

Tag: Small Business

Is Mass Marketing Dead? Does One to One Marketing Rule?

MassMarketing350As far back as 1993 some marketing pioneers, namely @DonPeppers and @Martha_Rogers, predicted the rise of “The One to One Future” due mainly to rapidly advancing technology. I don’t know if even they saw the full extent of what one to one marketing was going to become in the decades that followed. (They do continue to provide numerous books and resources on this theme for small business entrepreneurs like us to keep improving our marketing.)

Despite the rise of social media, mass marketing is still very much in the conversation…if you need proof just try to get an advertising spot during the Super Bowl. However, even the mass marketing of big budget advertisements will typically integrate with social media to draw consumers into the one to one buyer-driven marketing that dominates today with the widespread acceptance and use of social media and smartphones.

OneToOneMarketing350With one to one marketing you don’t sell the same features and benefits of your products and services to everyone the same way, you get to conduct many different conversations and build relationships to meet the variety of needs of your customers.

The key to marketing today is using the tools that are available to make your business available to your clients where they are. For example many television viewers are able to find ways to skip the advertisements; many consumers are looking to friends or trusted sources for recommendations or to conduct their own research before contacting a company for their services or products.

The first step in effective marketing is to determine who your target audience is, then determine what interests they may have and where they may look to get recommendations. Once you know their specific interests and what types of social media they frequent you can focus your efforts on providing the resources they need to research your product or services.

DigitalMarketing300If possible find out who are the trusted sources of information for their particular interests, whether they are in the mainstream media, bloggers, social media, etc and begin to reach out to those people. Start by sharing out their info, ask them for more resources on that topic, try to add value to the conversations they begin (don’t just jump in and ask them to promote your product or service). Consumers and these experts typically do not react well to the hard sell.

In mass marketing the goal is increased market share, but for one to one marketing the goal should be for the share of the individual customer. In other words your goal is to ensure each customer who buys your product or service buys more from you, buys only from you, for all the products and services you provide!

Identify your best customers – don’t forget the Pareto Principle, 80 percent of your business comes from 20 percent of your customers. Pay the most attention to the needs of these 20% of your customers especially on a one to one basis with special offers and loyalty rewards.

If you have teams, make sure that the teams are structured around your clients and not around your different products and services, marketing is buyer driven these days. Each team should be responsible for customers with similar interests and cross selling your various products to those consumers. Build relationships between your customers and a specific team. Don’t make them deal with different teams of people based on different products they want. Relationship and brand come first to keep loyalty of your clients long-term.

In summary while mass marketing is still everywhere you look, especially used by the large multi-national companies, one to one relationship marketing has allowed smart entrepreneurs and small business owners like yourself to compete for relevance even with small marketing budgets. Today the consumer demands attention and those who provide them with what they want, whether that be information or a product or service to solve their challenges will benefit from the new age of marketing. If you don’t know your client, get to know them and what they want, they might give you great ideas on expanding your line of products and services to add more value to your customers and improve your bottom-line.

Stop and Smell the Roses…Remember to Enjoy being an Entrepreneur!
rose

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