The Green Sheet Online Edition
February 27, 2012 • Issue 12:02:02
Minimal (but effective) marketing makeovers
Businesses must keep up with the times. That's what marketing is all about - keeping businesses current, vital and evolving. But updating a company's image can backfire much like bad plastic surgery: if you do too little, you waste resources without enjoying the desired "lift" in awareness and sales; if you do too much, you risk becoming unrecognizable to your customers.
So refrain from jumping right into an overhaul. If your website looks stale, don't start from scratch. Simply changing the font style of your messaging, freshening up graphics or simplifying page designs can have a surprisingly positive impact.
If the last entry on your corporate blog is over six months old (you do have a blog, don't you?), commit to
adding one short post a month that involves tips, helpful advice or product insights that would be of interest to your audience.
Even if the blog goes largely unread, keeping it updated will signal to clients and potential customers that your business is keeping up with the times.
Get social, too
If you want to take that blog to the next level, it's not hard. Employ social networking tools like Facebook, Twitter and LinkedIn to push posts out to potential customers far and wide. It may take time for you to capitalize on your efforts, but social networking is free to use. All that's needed is perseverance and something interesting to say.
But there's another cost effective "tuck" a business can perform on itself. With the corporate world increasingly a business-casual environment - with jeans and dress shirts often replacing suits and ties - businesses can capitalize on this to promote corporate decision makers as customer-friendly business advisers.
Give end-users access (or perceived access) to top executives via YouTube videos posted on website home pages. Maybe it's video from the chief executive officer's presentation at a tradeshow or a direct, into-the-camera "chat" that details the company's corporate vision. Getting corporate leaders out front instantly modernizes and personalizes businesses.
Nothing drastic needs to be done. A little thoughtfulness and creativity can give your company a stylish,
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