How does summer treat your business?
I am told by many of our clients that they track several changes to their receivables, contracts, etc. during the summer months. That is not unexpected. A HVAC client has had a really rough winter with it being so mild, so he is delighted with the idea of a hot sticky summer and lots of AC calls, repairs, and installations…not to mention the generators that sell like hotcakes during hurricane season.
Realtors, for whom we handle many sites, also tend to see a sharp spike in business during the summer month, for obvious reasons. And since we live in a tourist town, the local restaurants also usually see increased business as well.
But what if your business does not have a natural uptick in the summertime? How should you be using your most precious resources, your time and money?
Why You Should Know Your Competition
Over the years, I have heard many different comments from business owners about their competition. Most of it is not positive and personal. Very rarely do I hear an executive talk of their competitors in a positive light, for instance, “ABC Company really knows how to provide customer service and get great reviews”. When I do, it is refreshing! Here are a few lessons I have learned from these open-minded entrepreneurs.
1- Be a firm believer that competition is a good thing. It keeps capitalism alive and thriving. It also should keep you on top of your game. Your competition can make you and your business look better! Your business marketing plan should incorporate a bird’s eye view of your industry. If you don’t know what is going on around you, you are dead in the water.
Maximize Current Efforts for Online ROI
What are your current marketing efforts? Are they working? You don’t want to take anything away from those efforts to grow your online marketing presence, right? Good news; you don’t have to. There is a lot you can do to maximize your current offline efforts using free or very inexpensive online tie-ins.
Believe it or not, “Direct mail is still a very effective method of marketing, as a matter of fact it is still has one of the highest response rates of all marketing and it is forecasted that between now and 2014 the direct mail industry as a whole will see an increase in business every year.” ~ http://throttle-media.net/tag/traditional-marketing/
How can you use this knowledge online? For starters, direct mail should always feed into your website. In fact, any print marketing; local newspaper ad, postcards, door hangers, should consistently drive new visitors to your website. Always add your website address and your social media accounts to your print marketing.