This is the story of how one small business took control of their online marketing and lived up to their brand. 

The owner of a well established, family owned construction company was finding it difficult to keep up with everything he needed to do to manage his crews and find time to keep up with his marketing.  He had a professionally designed logo, lettered trucks and a business card, but that is where things became a little messy.
 
A family member had created his website years ago, but it was riddled with typos and outdated information. He had a Facebook page, which included a snapshot of him standing in front of a wall dressed in a T-shirt and unshaven. The page sat abandoned with only65 likes, no posts and linked to a domain that didn't exist.

An online search came up with a few very positive Yelp reviews. Unfortunately, he never claimed his Yelp listing. and didn't know they existed.  He had no Google listing which prevented him from being found in a search of his competitors.  A Better Business Bureau listing revealed an A+ rating, and a YP listing was also unclaimed.

The owner also was frustrated and wanted to dump AOL as his current email provider, but didn't know what to replace it with. That's when he called me.

WHAT WE DID.

1. Website:  We redesigned his website using a responsive template with secure SSL from Weebly which he will be able to edit himself. Using original images of his quality work and branded content available through his suppliers, he was able to showcase his work visually. A blog provides homeowner tips, company news and events.
2. Online listings:  We created a Google My Business listing complete with images, accurate company information and a place for customer reviews.  We claimed his YP and Yelp pages and included images of his work and linked to them from his website.
3. Professional email:  Potential customers have more confidence in businesses that use a professional email address. Rather than joe123@yahoo.com, customers see joe@joesconstruction.com.  Email is more likely to be delivered when it comes from a business's .com. We used Google's G-Suite to create a professional address for key members of his team.
4. Professional photography:  The owner hired a professional photographer who provided him with a quality head shot, images of his team while on the job, and several images to use in marketing material.
5. Email marketing & social media:  In order to attract new business from trade shows and stay in touch with former customers, we created an email marketing strategy. This included a sign up form on his website, integration with Facebook and text-2-join sign up. His Facebook page was updated to include his new head shot, content and a button was added to his website. He now has a solid plan for auto-posting and pre-scheduling posts.

These changes helped a small business live up to the quality and the promise of its brand.  They are now ready to take on the new year looking as great online as they do in person!

The life of an entrepreneur is always in motion.  We grow and evolve, downshifting when needed and jumping into uncharted waters without looking back. Sometimes this constant movement can cause problems. The business is out of synch with your core beliefs and your marketing plan no longer reflects who you are and what you're trying to do.  You are off brand.

My first meeting with a client is often when the business owner is investigating the addition of a social media or email marketing plan. I am coming into the business with a fresh set of eyes, looking at it from a customer's perspective, and what I see is a an outdated website, or a poorly constructed site that does not reflect the owner's professionalism.  I see business cards with graphics and fonts that don't match, social media channels that are missing important marketing tools and email templates that underwhelm.

Do we go ahead and establish a social media marketing plan on top of a foundation that is not serving the business well?  Not a good plan.

Recently, I was pleased to work with three businesses who faced this situation.  They were initially unhappy to postpone their debut into the world of social media, but stepping back and looking at their business turned out to be very illuminating and up-lifting.  Serious conversations between stakeholders refocused their attention helping them to unload outdated information, and showcase their products and services more effectively.  The resulting updated websites and logos will, of course, require new business cards and collateral materials to follow. Online business directories and existing social media profiles need to reflect the rebranded image.  

Re-branding a process, but it's kind of like cleaning out an over-stuffed closet.  You get rid of a lot of stuff, figure out what's important to save and wear more. It's not fun in the beginning, but along the way you discover why you bought that purple pant suit in the first place.  In the end, you will feel relieved, and reinvigorated to proudly wear "your brand".