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Cary Weston Cary Weston
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Marketing priorities to help increase impact

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One of the most interesting parts of my job is having the opportunity to speak with owners of businesses - big and small, new and old - about the goals they have and the problems they face. Most of the issues they communicate come down to time and priorities. Many are so busy working “in” their business that there’s not enough time to work “on” their business.

Without creating an overwhelming task list, here are some simple considerations and small improvements that can make a big impact.

Tell your story

Human beings are hardwired for stories. We love to tell them and hear them, especially when we sense authenticity in those stories. Find the little things that make you special and share them as often as you can in your stories.

Talk to your customers

Nurture the customers you have; research shows that repeat customers spend more than first time customers - and they will come back! Show them that you understand what is important to them. And when they talk? Listen.

Simplify the process

Shop your website as a customer. Can you find the phone number, address and answers to questions quickly? Would you purchase from this store if it wasn’t yours? Think about why or why not. Finally and critically, can you find everything easily on a phone?

Make sure your website has what you sell

Speaking of complete, how will people know to buy what you sell if you don’t tell them? If you have a website with a shopping cart, keep it up to date. If you’re not selling online, be sure you have complete and thorough content on what you do sell to motivate those in-person purchases. Research shows that 78 percent of all searches conducted on a mobile phone resulted in an offline (in-person) sale, so it’s important that your online presence be accessible and complete.

Know your numbers

Not all products and services are equal to your customers. Plan to promote and showcase what your customers want, when they want it. Your customers will appreciate you being a step ahead of them.

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So, if you’re strapped for time - you can prioritize the things that will continue to benefit you moving forward. You don’t need a big budget - small, thoughtful changes add up to help more people find your business, be more interested in your business, and buy more from your business.

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