About this column:
Business thoughts and advice from a serial entrepreneur.Over the last few weeks I’ve discussed networking in the community and building referrals. This is essential to any business. However, advertising and marketing must also be a part of your mix. Many people think that advertising and marketing are the same thing and create a single budget line for "promotion" of their business. Yes, the end result is the same, which is to build your client base, but these two things are very different. Marketing is the overall strategy of which advertising is a part of. Marketing your business includes memberships to local business organizations, creation of …
The last couple of weeks, I've talked about networking and power partners. A major component of participating in the community and making these connections is to build your business through referrals. We all know exactly the type of customer we're looking for, don't we? Perhaps in theory, but all too often people are very general when talking about the type of client they are searching for. An insurance representative (I typically use insurance for examples) can easily say, "I'm looking for anyone with a car or anyone with a home". Yes, this is true that everybody needs some type …
Even though the main focus of my own business is print advertising, I always strongly encourage business owners to seek out a media mix. The first thing I tell anyone is that there is no substitute to being visible in your community. Face to face networking has been around for decades, but with the rise of social media, is it still as important as it used to be? Absolutely! In fact, it's even more vital now than ever before. It's the component that separates the business owner that considers himself a part of the community from those that simply want to ‘connect’ to as many people as possible…
"No one will care as much as the owner does"..."If I want it done right, I have to do it myself"..."Why would I pay someone else if I am able to do it myself?" These are just a few examples of the mindset of the small business owner who wants control over every aspect of their business. Why blame them? This is why they went into business in the first place. No more babysitting other people and having to redo projects. Now, all they have to do is try to find the time to squeeze everything in. Bookkeeping, payroll, web design, collecting delinquent payments, sending hand written thank you …
Yes, it's that time of year again. No, I don't mean the holidays, I mean making sure that you've set goals for the upcoming year. The larger the business, the more likely they are to have an individual that handles this or even an entire department, but what about the small business owners? This feels like just another administrative task to put on the pile with all the others until there's time to do them. However, goal setting for the next calendar year is too important to lump in with the regular tasks of paying bills, running payroll, invoicing clients, etc. There's no better time …
From mid-November through the mid-January we have five holidays where businesses have to decide should they open or should they close. It starts with Veteran's Day, then Thanksgiving, Christmas, New Year's and ending with Martin Luther King Jr. Day.This is, of course, before any weather-related issues make the open or close decision for you. Closing on Thanksgiving and Christmas are important, not only for your employees but it also gives you time to recharge your batteries as well, but over the last 10 years I feel some businesses create a much longer holiday than necessary. I know, I know. …
