04 Sep Get On The Bus
This blog comes from a trusted resource partner, Jim Naylor, Marketing Therapist at Protem Marketing.
We all recall that ominous time of year – back-to-school – when we’d snap photos on our front steps, new shoes, backpacks, supplies, and even get haircuts. This year, over 55 million students returned to the classroom, and surprisingly, a reported 2.5% were suffering from Didaskaleinophobia, the fear of going back to school. Yes, it’s a real neurosis. It’s understandable to feel apprehensive about new teachers, homework, bus rides, peer pressure, and, let’s be honest, cafeteria food.
While the school bus may have long passed us by, there’s still a strong reason to prepare for the “next semester” of your business. It’s easy to get caught up in urgent tasks, rather than focusing on what truly matters. Many business owners fall into the “if it ain’t broke” trap, repeating the same old strategies. We’ve all heard the saying: “If you do what you’ve always done, you’ll get what you’ve always gotten.”
While the “back to school” timeframe serves as a reminder to start fresh and sharpen your pencil, it’s not the only time to dedicate time to “working on the business.” Consider making your own business a client for a day, focusing solely on marketing.
Here’s your homework assignment:
- Review what your customers see both in person and online. This might involve physically walking through the building to truly observe what your customers encounter—signage, artwork, the front desk—all those things you notice daily but often overlook. These are the first impressions your customers and prospects form. Next, thoroughly examine your online presence. Search your company name and your name, and check how your website appears on mobile devices. Look for any confusing information, such as outdated addresses, former employees, or surprising reviews. If you find any, have a professional address these issues to ensure your online presence is accurate and inviting.
- Take a look at your website content. Does it encourage engagement? Sure, a few years ago you tackled the new site, proofread the text, and approved some pictures. But how’s it holding up now? Are you still in the same business as you were years ago? Are you simply telling readers what you do, or are you demonstrating how well you do them? Are the images clear and up-to-date? Just read your website like you would if you were evaluating a company to engage.
- Reach out to customers with informative and engaging content. As a business owner, you likely have great ideas, interesting perspectives, and the ability to share your thoughts. However, like many others, you may not prioritize this. It’s a common oversight, but it’s important. Establishing a blogging schedule can significantly enhance your online presence. Customers value businesses that are intelligent, informative, and interesting. Leveraging LinkedIn, social media, and a consistent email campaign can impress your customers and prospects.
If your company feels stuck, try something to invigorate your audience. Just like in school, tackle one assignment at a time, thoroughly read and write about it, and master it. You’ll be amazed at the impact a consistent marketing program can have. It all begins with doing your homework!
Remember: For your company – everything is marketing.
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