You have built a successful business and you’re ready to drive it to the next level. Well done!
Before you step on that growth plan accelerator, consider the tools and materials that you use to present your company.
As someone responsible for generating revenue, you don’t have a lot of time to contemplate web content and brochure graphics. But what they communicate about your business may handicap your growth plans.
Your business is not the same as it was when you started. The image you project should represent your business today and your aspirations for tomorrow. “Set it and forget it” works for the Ronco Rotisserie, but not so much for marketing your business.
It takes a potential customer less than a second to form an opinion about your business. In an instant, your prospects have made up their minds about your credibility, reliability and the quality you provide. Whether it’s your website, company vehicle, brochure or business card, everything about your business leaves an impression and contributes to your brand image.
When it comes to serving your company’s brand, there are hundreds of details. We won’t get into all of the details today, but we will provide these five elements that set the tone for your business image.
1. An Outdated Website Won’t Help Accelerate Business Growth
If your website content and imagery are old, or it doesn’t display well on mobile devices, consider updating your website. Your website is the first place prospective customers will go to learn about you. Its job is to influence visitors to take the next step, or at least not disqualify you from the competition. Your content must clearly communicate what you offer and why they should care. If the aesthetics of your website look dated, prospective customers will relate this to how you do business. Are your systems and processes old too? With over 50% of users accessing websites on mobile devices, a mobile-friendly website will ensure visitors won’t be deterred by the experience.
2. Inconsistent Messaging Won’t Help Accelerate Business Growth
If your marketing brochures, website, business cards, signage, and other assets are inconsistent or don’t properly express your brand, it causes confusion. Consistency suggests dependability. Strong brands are consistent and outperform weak brands by 20 percent, according to a study by McKensey & Company. Decision-makers are willing to pay a premium for strong brands because they make their lives easier.
3. Unprofessional Materials
If your company brochure is lacking relevant graphics, customer-centric content and an overall sense of professionalism, this is a must-do before you hit the gas pedal. If you have printed your sale collateral on standard copy paper using your in-house HP LaserJet, let’s face it, it’s not great. The quality and professionalism of your materials communicate the quality and professionalism of your product or service.
4. Lack of Communication
If you’re only communicating with your customers during product or service fulfillment, and when you send the invoice, show them you care. While 71% of B2B customers are ready to take their business elsewhere, customer engagement is a strong indicator of future account health, according to a Gallup Study. B2B companies must serve, educate, and engage with customers consistently to progress beyond a transactional relationship. Website content, email campaigns, and social media can enhance customer relationships by promoting trust and confidence in your business as an industry resource.
5. Accessibility by Existing Prospective Customers
In today’s world, we need to be more accessible than ever. If you don’t know how to access your social media accounts and have no idea who set them up, you may want to consider incorporating a digital networking plan. When people contemplate purchasing decisions, most will conduct online research. What happens when they google your company? Social media is a component of building brand awareness, fostering lasting relationships and enhancing website rankings.
If any or all of the above describes your company, it’s time to update your brand image. Setting a solid marketing foundation before building sales on top of it will help you strengthen existing relationships, attract new customers, convey stability, positively influence buying decisions, and stand out from the competition.
Not sure where to start? Depending on the size, type and priorities of your business, GoldTree Marketing may be able to help or we can connect you with an industry specialist from our network of talented professionals. Contact us to learn more.