In the modern era of business, consumers have most of the power. Business competition comes from directions that the previous generation could not have fathomed. Competing on price or availability is rarely profitable as a long term business strategy. With so many competitors, the best thing you can do to generate a steady flow of customers is to create a lasting, positive image of your business in the minds of those within your target market.
Promotion can be defined as everything you do to increase recognition of you, your business, and your products. Before you can establish a positive image for your business, you have to figure out a way to let people know you exist. You can do this while promoting the products you offer or apart from promoting the products you offer. The main thing is to keep all promotion efforts centered around a specific image you want to communicate about your company.
Whether your promotional focus is advertising, community service, giveaways, or charity, you need to convey that you run a credible business. Establishing expertise is a popular method of doing this on the Internet. Many small business owners on the Internet run advice forums and various other forms of tip dissemination associated with the business. But offline businesses can do the same thing by providing free counseling services or running advertisements with free expert advice in them.
In the midst of your promotion, you want to promote an image of professionalism. While you want people to relate to you as human, your primary concern should be to have them relate to you as someone who takes your job responsibilities seriously and will go out of your way to provide customer satisfaction.
One way you can accomplish the communication of both your humanity and your professionalism is by conveying yourself as imperfect, honest, and open. Don’t come out and say you’re the best. Come out and say that you work hard to ensure you provide the best customer experience. Let the customer know that you’ll work to resolve any issues and provide the best customer experience.
Add Sentiment to Your Credibility
There is a reason that so many local businesses donate to local schools, sponsor children’s sports teams, and post community events bulletin boards in their offices. They are marketing themselves as caring members of the local community. This is just as easy to do online by placing community service advertisements and displaying charity support icons on your website. You can take even further steps whether doing business offline or online, such as pledging a percentage of sales to a stated charity or allowing customers to include donations with their purchases.
When your promotional activities are centered around establishing your qualifications, customer service, company image, and community involvement, customers will naturally be drawn to you when they have plenty of options for the same products and services you provide. There will be a credibility about your business that makes customers more comfortable doing business with you.