Articles for the ‘Strategy’ Category

Realtor Promotion: Some Ideas PART 2

by Alec

Lay the Foundation:

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You need a website, a good website. The first step to positioning yourself as a both valuable and connected brand is creating a good website. A good website is one that does three things:

1) Expands your Business

2) Differentiates

3) Educates and Informs (more…)

13
Jan

Great Business Website Tips, Part 3

by Mark Hess

Biz tips #3Next up for discussion on what goes into making a great business website is content. You need to give the people what they want. Sure content is king, but what content and how much? Well here are some basics, in no particular order:

  1. 1. Usable, Engaging Content: Organize the information on your site with the most important items first, next important next and so on. Think carefully about what your clients might need on your website and make sure they can get it easily. In addition to all the obvious “physical” information about your business or service offer them advice and tips, links to other sources of related info, an FAQ’s page, photos and videos, and anything else that can be viewed as added value to your users. Become a source for them to turn to and hopefully they will sing your praise to others.
  2. Be Totally Honest: Don’t exaggerate and oversell yourself, be transparent and forthcoming. People today are too savvy to be fooled by wild claims and misleading hype. And don’t shade the truth either, if (more…)

Great Business Website Tips, Part 2

by Mark Hess

Business Website Tips 2Last post I wrote about emotional pull, branding and your USP. Today I want to touch on some more concrete areas that have to do with usability and interface. A great business website needs to communicate in a way that most users can relate to, it should feel somehow familiar yet unique at least in terms of style, taste and tone. Great art and design sites can be wild and shocking; not so for most business sites. OK more lists:

Use Great, Clean Design: Website design today is a fairly mature undertaking compared to the Wild West days of the 90’s. And business sites are different than artist’s sites. We know that users want the most important information right away, simply, directly and without having to click and move through much of the website. Try to keep it simple, but rich. Keep font use to one or two families and most of your text should be html so search engines can index your site easily. Choose a color theme and stick with it. Keep headers/footers consistent on all pages. Put yourself in your users place and list everything they might want; prioritize the list and present the (more…)

7
Jan

Website Tune-Ups

by Mark Hess
Amazing Brain by M. Hess
Amazing Brain by M. Hess

Revisit your websites’ design to improve your bottom line. What once seemed more than adequate, may now be lacking. A website designed a couple of years ago, even with updates, may not be ideal today. Part of this is because our minds are so good at seeing improvement all around us and then integrating that new knowledge into our expectations of everything else we see. As we see more examples of cleaner, or more useful website design, with better layouts and content delivery systems, we become achingly aware of sites that look dated or are confusing or seem standard or funky or whatever. We are beings who constantly improve ourselves and expect enhancements in the world around us. This is what drives the auto industry, the music and film business, the fragrance and fashion industry, computers and technology, communications, and almost any other business you can name; not only new, but improved is what we crave.
When it comes to business websites, whether for individual creatives like artists or writers, or giant enterprise conglomerates, another (more…)

Classic Marketing Mistakes

by Mark Hess

Classic Mistakes by R. Hess
Classic Mistakes by R. Hess

Check out this great article from Paul Christ at KnowThis.com:
It has been nearly sixty years since organizations began to understand the real importance of marketing strategy and planning.  Prior to the 1950s most companies did not have marketing departments, but instead marketing activities were scattered among many departments such as advertising and sales.  Things began to change as scholars and consultants pushed for companies to adopt strategies designed to unify a variety of marketing activities carried out in different parts of the company.  By the 1960s most major college and university business programs were preaching the importance of marketing and an avalanche of books and magazines supported this cause.
With so much time and energy directed to improving marketing decision making, one might think that past mistakes attributed to lack of marketing knowledge would now be all but eliminated.  In reality, there are many mistakes that are bound to be repeated no matter how much attention is directed to understanding marketing.  Here are a few:

1. The Research Tells Us So
Relying on the results of market research as the deciding factor when making (more…)

29
Dec

The Right Fit

by Mark Hess
The Right fit by R. Hess
The Right Fit by R. Hess

Finding the right mix of media offerings for any client is the most important part we can play in helping maximize resources and in turn raising brand awareness. This has always been true but with the opportunities available via the Internet the choices become ever more complicated, which makes it even more important to carefully consider all the many permutations an effective promotional/advertising campaign might take. We’re working with a small art gift company that doesn’t have a website, yet is still quite successful. At this point in time I think it is assumed that any going concern will at least have some presence on the web, even if it’s just, in effect, a digital business card. You know, a page or two with address and phone numbers, maybe a picture of the physical location or owners and a few representative pics of the service or items for sale to make it easy for potential customers to find basic information. Of course a more (more…)

24
Dec

In Praise of Schedules

by Mark Hess
Blank schedule page
What’s Doing Today? by M Hess

OK, I admit it, I’m not naturally a very organized soul. I tend to get caught up in the business at hand and time seems to slip away and before I know it the day is gone. I’m a bit of a perfectionist and when something I’m working on takes longer than I expected, well, I just keep at it like I have blinders on. But recently I’ve been convinced to use scheduling to try and control my natural tendency to block out the world when I’m working. What a difference! By writing in my Google calendar the things I should be paying attention to hour by hour and day by day. I not only seem to get more done, but I have a better idea of how long things are taking. I know, most of you probably learned to keep a tight schedule in grammar school, but for all of you out there who don’t I highly recommend this small change in your lifestyle. The rewards are great.

22
Dec
Categories: Advice, Strategy
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