Archive for the ‘Customer experience’ Category

1. Increase your marketing spend but do it smartly

Many companies reduce their marketing spend in a recession which is counter-productive, to say the least. Make sure you don’t. In fact, I recommend that you increase it,  but increase it smartly.

Let me explain …

First, ensure all your advertising and marketing is measurable. Then - rigorously test and measure all your advertising efforts – all your promotional offers, your sales copy, your headlines, your sales copy, your landing pages, the media you advertise in, the list you market to, the timing and more.

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By now most people have seen all the “hoo-ha” about employees being fired over negative comments they’ve made on Facebook. But the even crazier thing is small business owners don’t seem to have taken the hint and continue to post very damaging tweets of their own.

I was initially reluctant to write this article because I figured that these mistakes were being made by a minority of people, but considering how frequently I’ve been seeing certain tweets pop up, I guess I was wrong.

This article is written in the hope of helping small business owners preserve their relationships with their clients in the future.

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Everyone I talk to in business has a profit generating secret for this and a profit generating secret for that. Some have 7 secrets. Others have 10 vital secrets. Others still have 20 or more.

I often get asked the question, “I don’t have time to put in place dozens of initiatives. What are the one or two things I can do to significantly increase my business profits without spending a lot?”

In all my 17 years consulting to small businesses I’ve found that there are (obviously) a number of things businesses can do to achieve profit improvements but two of them stand out as offering a massive impact for a minimal outlay.

Let’s take a look at what they are.

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