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In my articles, I discuss the basics of marketing - what it is, who needs it, why you need it, how to go about it, when to start - and I talk about how you can improve the marketing job that you do and not break the bank.
OK, what is marketing? In short, marketing is any activity that allows your customer to find out who you are and what you do. Is advertising marketing? Yes. Is sales marketing? Yup. Is your service department involved in marketing? You better believe it. Does your janitorial staff market for you? Absolutely. Whoa, now wait a minute. How is that? How does your janitorial staff market for you? Well, the staff at Disney World is the best example. You can ask anyone - a maintenance worker, a bus driver, anyone - a question, and they either know the answer or they'll find out for you.
It's very important that you examine every aspect of your business with regard to marketing - from the person that answers the phone to the boxes your product is shipped in. Each aspect should make a positive, or at the very least, a neutral impression on your customer. It's the negative impression that you need to avoid.
Take a look at your business. Are all aspects of your business geared toward making a positive impression on your customer? When they drive up, do they find a nice, clean parking lot? Is your entrance clearly marked? Do they feel comfortable with or are they intimidated by the person behind the counter? Is the person that answers your phone friendly or gruff?
Fix those negative aspects of your business first. Make sure your parking lot and building are clean, painted and well lit. Train your staff to put the customer first. If you're an auto mechanic, don't make grubby prints on your customer's cars. If you're a plumber, wipe up your spills. If you're a restaurant, make sure the bathrooms are spotless! If people get a positive impression of your business, they are more likely to come back and buy from you again.
And that's how you build a solid, profitable business - by getting people to come back and buy from you again and again. Repeat business is the key to longevity AND profitability. Make sure your customers are left with the best impression possible, and they'll come back, and they'll be likely to tell others about your business, too.
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