In Parts I, II, and III, we talked about all the dumb things that many a dumb company failing the CIRCUIT are doing on the path to ultimate failure. So today we’re going to do something different and talk about the smart things a company can do if it wants to get off of the path to failure before it’s too late.
In addition to fattening up the marketing budget, keeping new development on the front burner, and bringing in expert consultants to insure the company stays on the straight and narrow, in his post Fear Kills Businesses, Dead, Brian Solis of TechCrunch offers twelve (12) targeted and affordable suggestions that a company can use to not only sustain, but grow in this economy.
- SEO Optimization
Keyword and organic search optimization is an inexpensive and effective means for gaining strategic presence and if you want the most bang for your buck, optimize your entire web campaign.
- Blog Relations
Creating a consistent and visible brand requires the inclusion of the authoritative, peer-to-peer blogs that your customers and influences read for information, help, and perspectives. And in this space, Spend Matters and Sourcing Innovation get more daily traffic than most, if not all, of the web sites that correspond to the traditional print publications.
Analysts can position you as an option among your customers. Even though more and more professionals are turning to the blogs for their insights, the old school still listens to the analysts that they fork their money over too.
- Direct Sales
Some of the most successful companies concentrate on direct outreach to decision makers … and it doesn’t hurt to have some good positioning materials to support your sales people either!
Building a customer-focussed business saves money and increases revenue.
Participating across the social communities where your customers and prospects are active and vocal provides a looking glass into their thoughts, requests, opinions, dislikes, and recommendations. The companies that interact with their customers are the companies most likely to keep them.
- Thought Leadership
Share your thoughts openly and freely.
- Blog and Blog Comments
Find the time to contribute to a blog and demonstrate the expertise of you and your team. The opportunity it provides you is priceless.
- Network in the Real World
Industry events, local association meetings, and other gatherings are a great opportunity to get in touch with potential customers.
- Involve Your Community
Include your customers in the development process and get it right the first time.
- Websites are Not Just Web Pages
They’re a statement about you … and it better be one that your customers can connect with.
If it ain’t broken, don’t fix it, is the surest path to obsolescence. ‘Nuff said.