By Ann Almond
As consumers’ wants and needs continue to evolve, consider these ways to refresh your business without overhauling your core principles.
Reset short-term goals.
Focus on what you’d like to change in the not-so-distant future and how you can accomplish it. Also, make sure your short-term goals keep you on track for the long-term goals already established for your business.
Refresh online materials.
In today’s digital world, consumers have high expectations. Maybe your website is outdated, can’t keep up with traffic or, worse, is nonexistent. Freshen things up with a redesign or even just slight tweaks to make it easier for customers to navigate.
To help consumers make the most of their time, small business owners are partnering with other businesses to include their services under the same roof. For example, stores like UPS has re-engineered models that exist within other retailers, such as in pharmacies, hardware stores or grocery stores, that still provides all the services consumers would find at a traditional store.
Replace outdated strategies.
If your business has been in operation for a while, there’s a chance your previously successful marketing strategies may be a bit out of touch. Consider your target audience and the ways you’re most likely to reach those consumers. For example, social media is a must to keep up with competition and there are ways you can amp up your strategy in the ever-evolving social space. Whether it’s posting short factoids, long-form information links to online content or simple images of your products, it can be a productive way to reach your audience.
Reconnect with consumers.
If overhauling marketing strategies or diving headfirst into social media seems like a stretch for your small business, start small. Simply reconnecting with loyal customers may be just what’s needed to rejuvenate the buzz surrounding your company. Try holding a contest for the best customer submitted content to use online, or create a giveaway for a randomly chosen commenter on your latest social posts.
Revive printed materials.
Business cards, flyers, banners, posters, newsletters and any other type of printed materials may be the first impression potential customers have of your company.
Rebrand your business.
It may sound like a lot of work, and it certainly can be, but rebranding your business doesn’t have to mean changing the company name or rethinking product lines. Simply updating logos to appear more modern or rethinking an overused slogan can give your business a fresh vibe. Remember that enhancing the look of something seemingly as small as your logo can make a big difference, especially considering that image is likely the first thing a consumer sees when visiting your social pages or website.
Ann has spent more than 15 years working as a journalist, author, editor, and public relations specialist. Along the way, she has written extensively as a speechwriter and executive communications writer for a host of public officials, CEOs, corporate executives and city government agencies. In addition, Ann has served as managing editor for the Clayton Leader newspaper and contributing writer for Positive Publications. She is the CEO of the Function Junction, an over the top creative event consulting firm. Ann is a member of the National Journalism History Society, Atlanta Association of Black Journalist and the National Association of Black Journalist. Ann studied at Georgia State University and has a B.A. in Journalism. You may contact her at (404) 490-1150