5 Ways to Build Up Your Business Image Become a superstar by building an irresistible business image.
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You know you run a stellar business--now it's time to boost that image of yours so all the world knows it. Follow these five steps from Kim T. Gordon, president of National Marketing Federation Inc., a marketing consulting company, and author of Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business, to raise your business image to new heights.
1. Build a Terrific Website. Most prospective customers research on the internet before purchasing, notes Gordon, so make sure your website looks professional and is informative and easy to use. Employ search engine marketing to direct traffic to your website, and be sure to gear all content on the site to customers. "[Some companies] will put up a website that says, 'our mission, our clients, our services, etc.,'" notes Gordon. "Instead, focus on what the customer or client will get." If you do bathroom remodels, for instance, don't just say you're a remodeling company-say, "With your beautiful new bathroom remodeled by XYZ Corp., you'll enjoy a spa-like experience."
2. Create a Persuasive Ad Campaign. "Just like your website, your ad campaign has to focus on what the customer will get. There should be a point of differentiation," says Gordon. You want your advertising to send people to your website, where you can flesh out your message. And even without a huge budget, you can still hire professionals to help you. If you want to do billboard or theater-screen advertising, for instance, Gordon says the firm offering the ad space can either help you directly or recommend talent you can hire to create a great ad for that medium.