Redhead Web Strategies

SHOOT FOR THE MOON (only if you have a big enough gun) - Know who you are, what your strengths are, where your gaps are, and what specifically you have to offer to your clients.  If you have some necessary gaps that must be filled, fill them.  However, don’t try to be all things to everybody.  You are good at what you are good at.  There are probably others who are good at what you are not good at.  Focus your time, energy, and resources connecting with clients who share your values in terms of the goods and services you offer.  Yes, there are times when you need to step out and stretch your capabilities to advance and grow your company.  If you are ramping up to a higher level with personnel and infrastructure, go for it.  But don’t waste your time chasing after a customer segment that you are not positioned to serve with excellence.  Focus on delivering excellence on a level that your ideal customer expects.  Chances are, there are a lot of companies and people who would like to buy from a person like you.

 Marketing is made up of more than strategies, plans, advertising, promotions, events, websites.  Marketing involves the entire customer experience from first exposure on through the sale and to followup activities (and hopefully to repeat sales).  From the moment your customer is first exposed to your company, she is influenced by every sight, sound, smell, taste, and touch of your company.  Every person in your organization is involved in the marketing message your client receives…whether good or bad.  Most companies fall far short of delivering an exciting, seamless customer experience.  Give them the whole enchilada, and your company will be different from everybody else.   Your goal is to surpass every one of your client’s expectations by providing a congruent, flawless marketing experience for your customer.  Think about this.  What do your surroundings say about your business?  How does the building look and smell?  Is there clutter everywhere?  How clean is the kitchen?  Is your coffee good, quality-tasting coffee, or the cheapest stuff you could find?  How is your customer greeted?  What music do they hear on hold?  Does your website image match your company’s capabilities and reinforce the image you are trying to convey?  Does your customer feel welcomed and appreciated by the chef, welder, stock person, mechanic,  draftsman, carpenter, floor supervisor, accountant and everyone else involved in all of the behind-the-scenes functions that make things happen?  If not, they should.  Does your customer feel welcomed, appreciated, and celebrated by the greeter, delivery driver, warranty service technician?  Marketing encompasses every single aspect of your business.  So, brew a pot of fresh, hot coffee and put a thank you note in with your invoices.