Kindra K, Marketing CoordinatorApr 3, 2018 @ 4:00PM 4 minute read
The New Year’s Resolution Dogma
As our calendars reset to a brand new year, we often find ourselves composing an endless list of goals and resolutions. New Year resolutions normally revolve around family benchmarks, lifestyle changes, fitness regimens, and business goals. Sound familiar? If you said yes, you fall into the vast majority of the population. There is nothing wrong with having goals, aspirations, and benchmarks. The problem is that we find ourselves incredibly discouraged when these shiny new resolutions fizzle out in a fiery blaze of disappointment. We start off the year enthusiastic, and when we fail to meet those goals within the first several months, we throw in the towel. There are two main reasons why New Year’s resolutions fail. The first is that we tend to set insanely overreaching and unrealistic goals. The second (and most notable) reason is that we select the WRONG goals because we jump to the desired end result rather than focus on the root drivers that will make that end result possible.
As an example, let’s use a typical business goal: “I want to make a $1,000,000 in revenue for my business by the end of the year.” The problem with this goal is that it jumps to the end result, the 1 million dollars, instead of focusing on the goals that will make this end result possible. Setting an end result goal will almost always be frustrating because it is the equivalent of you making your way through a maze without a map.
The Root of Success
You may be asking yourself “how do I map out my goals?” Defining
Knowing Your Customer
Getting to know your customers is easy, but it will take some due diligence, and more importantly, a change in perspective. When you start to get to know your customer, you begin to notice trends and similarities. These trends and similarities start forming what is referred to as a ‘customer persona.’ Don’t let this fancy term scare you off, though. Customer personas are simply combinations
The Times Are Changing
So where do you target these specific customers? At the grocery store? At the coffee shop? Maybe, but probably not. As you know, technology is becoming increasingly unavoidable. Just as with technological advancements, customer expectations are also rapidly changing. What does that mean exactly? In short, consumers are becoming vastly dependent on the internet to find service professionals to fill their needs. How does this relate to you and your business? Customers, especially younger generations of customers, have certain expectations. These demands are shifting small business’ focus to providing millennials with the experience they expect. Millennials are expecting convenience at the push of a button. Companies that have identified this trend have quickly pivoted to offer more convenient methods of customer interaction. This doesn't necessarily mean that you need to set your business to 24/7 on-demand status. It just means that you have to expand your capabilities to facilitate an easier, more hands-off, seamless experience in the places your customers expect to find you. Without adapting to this persona, you could face significant customer acquisition roadblocks. Not only will this hamper new business, it may also
The Technology Curve
So how do you adapt your strategy to appeal to these younger millennials? The answer is to leverage technology and let it do the heavy lifting for you. The first thing we need to establish right off the bat is that the entire world is shifting from desktop computer-driven behavior to mobile. Everyone has a smartphone, everyone is on social media, and everyone is almost permanently glued to their devices 24/7. This is GREAT NEWS for businesses because it provides an amazing platform to reach the right customer, in the right place, at the right time. New technology tools are constantly being created and updated to expedite businesses workflow, shifting focus from day-to-day administrative operations, to the actual professional craft. Also, it is important to note that the old adage claiming that technology is for rocket scientists is simply no longer true. What will happen if you and your business
Online Booking Demand
Now to the
Have you heard of Yelp!? I’m sure you have. Yelp! is the leader for business discovery as well as overall lead generation. 78% of all people who use review sites rely on Yelp! when searching for local service businesses. Even more staggering, 82% of people who go on Yelp! intend to buy. Those aren't small numbers by any mean. Customers aren’t only looking on Yelp! to find local businesses, but they are also looking to book you online as well. An overwhelming and undeniable trend towards purely digital booking is becoming an expectation a business can’t live without. Customers want to be able to book their service online without having to call in. This has been the progression of mobile technology and expectation, especially for millennials.
Be Where Your Customers Are
Your first business goal in 2017 should be to make yourself available for booking where your customers expect. Platforms like Yelp!, For instance. Whether your customers can book you directly on your website, directly on your Yelp! business page, or on an application, they’re all means to help you and your business align itself with future customers where they spend their time. The great news is that there are amazing tools out there designed to help you get booked online. With these booking features, you can not only expect to gain new