Some things never change. For example, many business owners believe they need to do everything themselves.
In reality, that is not possible. Marketers and web developers are the pros at creating marketing plans and implementing them based on the needs and experience of the customer.
Most businesses owners agree on the surface, but when pushed deeper, business owners often revert to the “we always did it this way” mentality.
Much of the confusion lies in the lack of precise definition of what professional marketing experts do. The spectrum of marketing and talent levels is vast.
Many times, people who use Facebook suddenly become social media marketing experts. Some create a basic WordPress website and they represent themselves as experts in website design.
Get the picture?
Granted, in the 2000s, that may have been good enough, but not in today’s customer-based economy.
Many times business owners think that do-it-yourself business projects save money. In hindsight, most owners admit that’s not accurate.
The time factor usually is never calculated into the cost of failed or ineffective DIY, while in-house time is automatically assumed to be more cost-effective than using a subcontractor.
Doing so often means short-term losses: the project is delayed, or worse, has gathered inaccurate or irrelevant results.
Long term, it means redoing the project, repairing damage to the company reputation and the loss of time and money to create the plan.
NO FREE LUNCH
A landscaping business introduced a new website, saying it created it for free.
But it wasn’t free.
It took about 40 hours in-house to create the website. Since the business charges $225 per hour for its landscape services, it lost gross billing to the tune of $9,000.
And that’s without any analysis or research that the website was going to generate sales.
AVOID THE TIME CAPSULE WEBSITE
Be wary of designers who focus on building websites, but, once up-and-running, are abandoned to care for themselves.
It is merely the scope of what they do and how they operate.
It leaves the business owner with a website, but no tools or plan to maintain and update information.
Its website becomes more time capsule than business development tool.
A foremost trend in today’s customer-based economy is that consumers want more and have higher expectations.
Being an expert in your industry is the baseline.
The more we move into a cyberworld, the more consumers want and need to be a part of something. They want an honest relationship, to be acknowledged and respected by the company.
Astute business owners see the shift and are willing to change to meet consumers on their terms.
You would be surprised how relatively easy it is to make this change in a business.
But the owner must be willing and committed to deliver excellent customer service as defined by the customer, not the owner.
“It starts with you, but it’s not about you” – that’s the best way to define it.
An expert in reputation management, Pamela S. Gockley is founder and creator of The Reputation Factor and Reputation Learning Center (www.reputationlearningcenter.com) in Leesport for personal and professional development. She has written books titled “The Reputation Factor: Repositioning to Succeed” and “The Art of Running Red Lights: Business Innovation with Reputation.” She can be reached at 610-916-3652 or email@example.com.