So you’ve set up your enterprise. All the paperwork has been filed, you have your business strategy pat down, and you even found an office to operate from. Everything is in order. Or is it?
Often times, there are certain marketing factors in running a business that many entrepreneurs fail to take into consideration. While these might not necessarily be the be-all-or-end-all of your business, it will not only help you maximize the efficiency of your business processes, it will also help you create a solid base from which you can market from.
Minor details like the ones we’ll discuss are often overlooked. However, when utilized correctly, these can mean the difference between surviving and thriving.
Here are some basic marketing materials and processes that many businesses overlook.
Office Communications and Customer Support
It’s something that a lot of businesses don’t take into account, yet it’s one of the most important things in business: communication. Many start-ups focus on the design and aesthetics of their office, but fail to take into account how people will disseminate information with one another. Often, they’ll rely on messaging apps, but these aren’t the most efficient, and frankly, arming everyone with an office phone and data plans can really rack up costs.
Not only that, but by relying on texting and messaging apps for internal communications, it also sets your marketing efforts back a few steps. How so? Well, many businesses that rely too much on chatbots and instant messaging are unable to get back to clients as quickly as they would like.
A possible solution is a PBX phone system. PBX stands for Private Branch Exchange and is a type of private telephone network that businesses can enjoy. PBX systems allow companies to communicate internally as well as with customers outside. PBX does this via different channels like VoIP (Voice over IP), Integrated Services Digital Network (ISDN), or even via the humble (albeit slightly outdated) analog. Not only does a PBX system allow you to have more physical phone lines than traditional PSTN, it also allows you free calls and features like voicemail, interactive voice menus (IVRs), call recording, ACD call queues, and voicemail, among others.
This is possible through what is called a Hybrid PBX System. A hybrid PBX system combines the the physical lines of the PBX with the functionality and versatility of digital solutions like cloud servers. This becomes useful when your office starts to grow and you have more than one branch or perhaps a separate satellite office. With a hybrid PBS, calls can be transferred to and from different sites without incurring any long-distance charges. This also means that customers calling one branch can be transferred to a department in a separate branch seamlessly.
A hybrid PBX also improves your customer support. As mentioned, a hybrid PBX makes customer support easier and more efficient by allowing your company to connect customers to various departments in various sites. Not only does this make B2C communication easier, it also builds up your reputation as a company with great customer service.
This is important because in the digital world, the internet has democratized a lot of things, including business. No longer are people swayed by business-centric enterprises; customer-centric businesses are now en vogue. By allowing customers to reach you openly and for you to address their issues swiftly and effectively, you create an image of customer-centrism that will set you apart from your competitors.
Business cards
In a world of smartphones and social media, business cards seem like outdated and irrelevant pieces of market, but you’d be surprised at how many people and businesses still collect it to this day. Business cards are one of the most effective physical marketing tools because:
- They contain all relevant data regarding how to contact your business
- They’re an opportunity to show off your creativity
- Physical objects help us to remember things more often
- Easy to distribute
For a business card to be effective, marketing specialists Falcon Hive suggests that it feature a professionally-designed logo that is intrinsically tied to your other branded materials. This helps form a cohesive branding strategy that is consistent throughout all marketing efforts.
Because they are versatile, you can leave stacks of your business cards anywhere, from pedestrian-heavy walkways, non-competitive vendors, and other local shops. This allows you an opportunity not only to spread the word about your company, but also to engage your customers face-to-face as well as build rapport with your local business community.
Despite all the digital solutions around us, business cards are still a viable, not to mention effective, way to let people know about your business. It is a low-cost, low-effort, high-payoff marketing effort that helps you build a community with both your customers and investors. Always keep a stack of cards within reach!
Websites and SEO
In the digital age, websites aren’t just a cosmetic thing, they’re an absolute necessity. Websites don’t just help your business thrive; without it, your business would not survive. With more than 4 Billion people using the internet on a daily basis, a website works simultaneously as digital storefront, business card, customer service portal, communication channel, and many more.
A professionally-designed website gives your company visibility and credibility. In a world where people’s opinions are shaped by the online reviews of other people, having a website that ranks high on search engine results boosts the chances of driving traffic into your website, which in turn, translates into leads.
To drive traffic into your website, you need to invest in SEO, or Search Engine Optimization. SEO is the practice of using keywords, targeted ads, and other digital solutions to ensure that your website ranks in the front page of search engines. This is important because studies show that websites on the first page of search engines enjoy 32% of internet search traffic. In other words, websites in the first page are being viewed by more than a billion people at any given time. That’s a lot of leads!
The internet has changed the way the world does business; however, some things never change. Basic marketing concepts and skills are still essential in this increasingly digital landscape, and mastering these skills will ensure that your business will thrive.