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Improve Company Marketing With These Nine Easy Tips
 Marketing is a facet of nearly every business operation that can be improved. As such, business owners should reevaluate their marketing periodically.
Most savvy business owners consult three professionals to help determine the path of the company — their attorney, banker or accountant and a marketing expert.
I rank the marketing expert on a par with the attorney or banker because strong marketing is essential to keeping a company strong.
The marketer helps determine the voice of the company and how it is perceived by customers. And like the banker and attorney, the marketer will help determine the company's success.
The following are nine tips that will help you improve name recognition and effectively market your company's products and services — even in a downturn:
- Companies Should Have Up-to-Date Business Plans
The business plan sharpens the focus of the company in reaching the niche audience it should serve. No matter the state of the economy, the business plan should be the business owner’s guide.
Many professionals have noted that having a plan in writing and revisiting it on a monthly basis helps them map out their company’s ability to not just survive, but thrive. The business plan is a terrific tool that can help exponentially meet and exceed financial projections.
An essential part of the business plan is a budget to cover marketing and sales. It is a good idea to review the budget on a monthly basis. An analysis of the profit and loss statement, income statement and balance sheet will give a clear picture of the financial health of the business. These reports not only gauge how healthy a company is, they show how well it performs and signal when timely adjustments should be make.
How often owners should revise their business plans is really up to the individual owner but, as a guideline, I advise clients to revise their plans annually. This enables them to consider market trends and changes, competition, the market territory and what products and services to include in the coming year.
- Companies Should Have a Web Presence
Every business should have a quality presence on the Web because more consumers are using the Internet before making their purchasing decisions. Within the home building industry, more and more consumers are searching the Web before visiting a new home community or office.
With Web sites now such an integral part of marketing, businesses would be wise to invest in a qualified designer who can create a site that is timely and easy to navigate. It is essential that each page of information that you present on your site is accessible within three clicks.
Driving traffic to a Web site is the next step. Consult with a designer who can improve the position of your Web site on common search engines.
- Brochures, Business Cards, Newsletters and Other Marketing Materials
Collateral marketing materials are an extension of a consistent company voice. Similar fonts and colors as well, whether electronic or hard copy, are important. A branded image, like a logo, gives the message of an established, professional business and creates an important connection with current and prospective clients.
A monthly or quarterly newsletter distributed by mail or e-mail can be invaluable at keeping your company’s name at the top of customers’ minds. A newsletter lets you tout recent accomplishments in the industry as well as company involvement in the local community.
- Follow Up With Prospects Within 72 Hours
Follow up with potential customers within 72 hours ― the prime period when the deal is hot and loose ends are easily sewn up ― to shore up a deal. Many customers choose their contractor based on nothing more than a returned call.
- Professional Development and Training
Keeping staff current on company policies, products and services requires regular staff training and professional development. Stay current on market trends, equip your Web master (whether outsourced or in-house) with current technology and enhance your customer relations with new information, products and techniques.
Attend local, state and national meetings, conferences and education sessions offered by your local and state HBAs and NAHB.
- Exhibits, Open Houses and Business After Hours
Spread your name by exhibiting at trade shows, holding open houses and attending “Business After Hours” programs. Networking is still an effective way to drive traffic to your homes.
Participate in your local home and garden show and parade of homes. Whether attendees are looking for ideas for interior and outdoor living, remodeling or new construction, having a parade entry provides incredible marketing exposure to an already interested audience.
- Advertise Smartly
There are many advertising outlets available to you ― radio, television, cable and satellite, newspapers, magazines, mall kiosks, billboards, direct mail, e-mail and vehicle signs. Not all of them are appropriate to your market or audience. Do the research to determine how and where to allocate your advertising dollars effectively.
Don’t overlook the advertising opportunities that local associations offers — such as a membership directory, Web site, home guide, development map, home and garden flyer and parade of homes book.
- Meet With Potential Home Buyers as Often as Possible
Meeting with customers face-to-face, whether on site or in the office, is the best way to build and strengthen rapport with them. They should know and feel comfortable approaching their builder whether they are in the office or the grocery store.
- Review Your Marketing Needs on a Regular Basis
Continue to look for creative ways to find business exposure. Never stop trying new things or talking to colleagues about what has and has not worked for them.
Business is all about sales, and the profit margin is the bottom line. Marketing and customer service are the keys to cultivating a viable business.
Lance Clark is the executive vice president of the Chippewa Valley Home Builders Association in Eau Claire, Wis. For more information, contact Clark at 715-835-2526.
 NAHB Has Nearly 300 Resources to Help You Run Your Business More Profitably
Go to NAHB's Business Management Tools Web pages (available to members only) for instant access to nearly 300 timesaving, moneymaking and cost-cutting business resources to help you run your business more profitably. Get guidance on accounting and financial management, business strategy, computers and information technology, customer service, human resources and more.
Resources are added weekly, so bookmark www.nahb.org/biztools to go directly to these vital business management resources.
Local and state home builders associations can link directly to www.nahb.org/biztools from their Web site and give their members instant access to these resources. It will make your HBA's Web site the place to go for the information and guidance that members need to succeed.
 Free NAHB Kit Gives Builders Back-to-Basics Tips to Navigate the Slowdown
What was once expected to be a relatively mild housing slump following three years of record new home construction and sales has given way to a significant downturn.
To help members navigate the uncharted waters of this slowdown, NAHB has compiled a comprehensive “Back to Basics” online toolkit — the best of the basics, the tried and true and the truly new. To access the toolkit, click here.
To access the “Back to Basics” toolkit, you must be an NAHB member and have a login to www.nahb.org. To create a login, go to www.nahb.org/login or click on the log-in button on the main menu bar.
For assistance, call the NAHB Member Service Center at 800-368-5242.
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