Category: Online Marketing

Are You Charging Enough for Your Product or Service?

Guest Post By Lois Kirkpatrick, MBA

One of the biggest mistakes small business owners make is not charging enough for what they sell. Too many entrepreneurs use simple math to figure out how much to charge for their product or service. They decide to compete on price by charging as little as they can get away with. They think that offering the cheapest price will win them more customers.

That’s not always true. Plus, it basically tells customers that there’s nothing special about what you sell.

It’s better to set your price based on how much your product or service can do for your customer. For example, if your product saves time, think about how much your customers would pay for more free time. Busy adults might be willing to pay 10 times what you’re charging just to have a little more extra time in their lives!

You can also set your price based on your customers’ goals and dreams. Let’s say that your clients are reaching up. They want to do more, be more and have more. Making your service more expensive than the competition sends the message that it’s higher quality and more valuable. If you make your service feel like an achievement, high achievers will pay more for it.

Just remember that if you charge more, everything about your business has to say, “This expense is worth it.” That means your website and your social media posts have to look as upscale as your price. Work with a professional who will help you make the price you charge look justified. Potential customers from around the world will be able to see your web content, so make it shine.

About the Author

Lois KirkpatrickLois Kirkpatrick has worked on successful marketing campaigns for a variety of products and services, from mattresses and degree programs to fundraisers and community events.


5 Reasons Why Your Small Business Needs a Content Strategy

Content strategy isn’t just for the big players. Every business needs a plan to get out the right messages to the right people in the places they expect.

No matter what you are communicating or marketing about online, content is a critical component to success. You need great content to connect with your target audience.

Here are 5 reasons why small businesses should invest time into an effective content strategy:

  1. Content marketing is customer-centric. It’s about you rather than me. It is how you attract the people you want and how you build an ongoing relationship with them.
  2. Today, everyone can publish content online. Your audience knows this and is waiting to hear directly from you.
  3. Content introduces you and works for you. People connect with businesses and services online. It’s where they often find you. Many will engage with you on an ongoing basis online.
  4. People want to know you. Today’s consumer wants to know about your business, no matter what the size. In fact, many are looking to learn about local, small businesses.
  5. Content is how you stay relevant in real-time. People don’t expect to wait until your next regularly scheduled publication. They want to know what’s happening, when it is happening. This also means you build an audience that is always listening.

Online content is part of the way people interface with the world. You need a plan to be found and to connect.

Online Marketing for the Worst Case

January has brought challenges in the US. Winter weather has meant power and network outages, long lines and even hours stuck on major roadways. Something that strikes me is that many organizations’ online offerings assume the best-case scenario of their users having great connectivity and endless time. Have you taken time to evaluate whether your online marketing works for the customer operating under worst case conditions?

Let me illustrate. My power company has an app that allows me to track outages. Great! Except, it is SLOW on cell-only service. With my power out, my network is out. No high speed connection available. That map should be optimized to load fast on even the slowest connections. Instead, I found myself draining my cell battery as I waited for minutes – rather than seconds – for the map to load.

Marketing to Users in Times of Need

What resources do you offer that may be accessed by people in a time of need? Have you considered the circumstances they may be in – physically and/or emotionally when they come to you for information or services?

Don’t assume all users come to you happy and with unlimited resources. Accommodate their worst-case scenarios.

Worst-Case Marketing Tips

Here are some things to consider as you streamline your marketing for users in worst-case situations:

  • Bandwidth: Not everyone has a high-speed connection even on the best of days. Make sure your website, app, etc. is not a bandwidth hog. This can involve optimizing the coding and images, as well as how content is presented. (A PDF requires a download, which can be really painful on a slow connection and not even possible on a mobile device.)
  • Structure: Make critical information fast and easy to get to. It may not be accessed as often as other information, but it needs to be quick to find when it is needed.
  • Options: You may prefer that someone fill out your contact form with lots of details, but that may not be possible. Offer an alternative.
  • Listen and adjust: It’s hard to plan for every scenario. So, be ready to adjust when they come. If you are hearing that people can’t find what they need, or that your app is slow, change your process in real time to remove the log jams.

Act Now

Don’t wait for the next stressful situation to improve your online information and services. Work on it now so that you are ready for the next person stressed by a worst-case scenario. Not only will you help in their immediate time of need, you may just create a positive relationship that will last well beyond the crisis at hand.