On a weekly basis, I have a conversation with a handful of companies who are looking for unique ways to reach their market and continue to nurture existing clients. Whether it’s a conversation with a prospect or client, vendor or colleague, there is a common thread: company owners are scrambling to keep up with the changes in technology and to attract and keep the attention of their target market, and these owners are uncertain as to why they are not engaging with prospects the way they used to.
Things have changed: how markets react, how people search for information, prospects’ attention spans, and prospects’ purchasing behavior.
Most of the business owners I come in contact with would agree with me on the above statements. And, if asked, they agree that they need to invest in the future of their company and change the way they communicate and interact with prospects, current clients, and old clients.
However (and here is where it gets real interesting), when I ask these business owners if they are ready to update their website or have it redesigned, completely change their message, ditch the brochure and business cards they’ve been passing out for the past 5 years, well, their answers are contrary to their willingness to grow their company.
I hear a variety of responses, some of which go something like this . . .
- No one comes to our website, so why should we bother?
- The budget isn’t there right now.
- We’re using social media and don’t need to worry about it.
- My spouse doesn’t think it’s a good idea.
- I’ve hired my brother’s nephew’s friend to help with online marketing because he’s in college for IT.
These business owners want to grow and change with the times, yet they’re unwilling to invest, to step up and do what they need to do to produce the results they desire.
I understand budgets might be tight or that your team is spread thin, but here’s the truth: if you want to compete in the market place (both on- and offline), then you’re going to have to invest in your brand identity and in your marketing efforts.
How prospects and current clients perceive your brand is of vital importance to the growth of your company. Why? Because appearances matter, and they are the key to your business success. Businesses change, just as people do. As we do with our physical appearance, our homes, and the items we purchase, companies must keep their brand image current.
Not only does your business image matter, but it also has a lasting effect. Psychologists call it the halo effect. When the visual message you put out into the world is positive, the prospective client you just handed a brochure to or invited to check out your website or blog will assume that other aspects about you are also positive.
The reverse is also true—if you make a negative impression, you don’t always get a second chance to undo a poor first impression. Online, you often have one chance.
Your business image—whether on your website or marketing collateral—is the strongest sales tools you have, no matter which business you may be in. The tone, the design, the message, and the images you use, all must reflect your company’s brand personality. A professional image must be reflected in all your marketing, and your brand image must be consistent.
If your website is spectacular, but your messaging is diluted or confusing, you won’t get the results you’re working for. Similarly, if your print collateral is top-notch but your online presence looks outdated, you’re going to project an inaccurate image, which will deter your prospects from choosing to do business with you.
From creating a strong brand image to changing how you communicate, you’re going to have to step up sooner or later. Why wait until you lose major clients or get passed up by another company?
