Executive Director, Dell
Elevate Your Brand
A great company begins with offering great products and services; that is necessary in today's business environment. However, brand equity is how businesses truly differentiate themselves from the competition. SMBs should take these steps to build their brand equity:
Foster an SEO(Search Engine Optimization) Culture
50 percent of people who search online share recommendations with friends and family and often write positively about their purchase online. SMBs need to:
Use Your E commerce Platform for More than Just Sales
While making sales from your website, it is important SMBs capitalize on their eCommerce platforms to:
If you don't know the customers, you don't know your business. That's why I encourage my team to interact with customers at every opportunity. For us, if a growing business needs a server, there are hundreds of partners that could sell them one. But we want to focus on providing the best infrastructure possible for each customer. To do that, we need to deeply understand each customer's needs and priorities and this holds even more relevance for small businesses.
Embrace Social media
For small businesses, two of the easiest, and most effective ways to get engaged in social media is to blog and be active on Twitter. Blogs are a great sounding board, engaging key audiences in fast and honest conversations. Leave any business-talk offline and make sure to get across your personality and opinion. Yes, you can attract negative comments but you can respond openly and transparently by answering questions and updating a personal blog. Micro-blogging(i.e. Twitter) allows companies large or small to send out regular chunks of news or insight easily.Even when expanding your small business and hiring new recruits Twitter and Facebook can be great ways of getting the word out there. We have created guides for SMBs on how to do both via Dell's Facebook page.
Measure Your Success
Set measurable objectives for your company's marketing efforts and track your progress. To do these SMBs can:
These are simple and straight-forward practices using and re-visiting which, will help small businesses and emerging enterprises showcase their brand promise and create an increased level of attractiveness towards their brand. Having said this, these are not the only tools available while building your brand. But it's often in the intricacy of implementing simple practices that companies get it wrong. A careful look at history will show that yesterday's small businesses have grown into today's big businesses. Be it Dell, Google or Facebook they all started in garages or dorm rooms and are today fueling the growth of the economy in their own proportions and changing the way the world works radically. Today's small businesses are doing the same, only, the possibilities and means have increased multifold. Small businesses only need the right partners to guide them towards the directions that are best for them and in an effort to slide into that role, the entire ecosystem including technology companies like Dell are gearing up to help guide these entrepreneurs take their own path.
Experts on Marketing