Whether you’re business is marketed online or in print, you need to ensure your marketing is done right.
I was sitting in my chiropractor’s office the other day waiting for my appointment and took a moment to view the reading material that I was surrounded with. Among magazines and local newspapers I noticed some brochures. I pulled one out. It was a local dietitian’s business brochure. As I read it, I found that it had some missing marketing components.
Now before I tell you what was missing, I want to point out what was done well on it:
- It was printed on quality paper with no ‘bleeding’ or fuzzy ink edges and clear images.
- It was easy to read.
- It had a good layout and good use of space.
All of these are important in (printed and non-printed) marketing materials for any company.
Here’s what was missing or could be changed in the brochure to the benefit of the business:
- No Website and Using Gmail for Contact – these 2 go hand-in-hand
I understand that not all entrepreneurs or sole ownership businesses want to pay for a website but the problem is, is that you should not use Facebook as your website. It’s a social media site! You need to have a space online that is not only your property (that is owned by you and not Facebook) but a place where you can appropriately house all of your company’s information. The majority of people will pull out their phone and search online for your company by name, but if it’s not there because you’ve chosen to not have a site, you’ve lost a prospect! Plus not everyone wants to go to Facebook to view your business information. And in this particular situation their Facebook page was difficult to find on Facebook!
Using a gmail account to contact you with is not the end of the world but it does say is either “I don’t want to give out a main email or direct contact email address” and/or “I’m not established enough to have a website so that I can offer an email that is branded”. You own this business, you’ve gone through the effort to create printed marketing materials that are found in a doctor’s office, WHY wouldn’t you bring your branding full circle and stake your claim in the world wide web so that anyone searching can find you and your company? Yes, there’s a cost in place but it’s certainly worth it and that fee doesn’t have to break the bank. Shop around for web designers and/or search for DIY options. Wix and Squarespace are a couple to mention that will serve the DIY purpose nicely.
- Hard to find Facebook Page
So you may be wondering why was it so hard to find on Facebook? I searched for the page using the company name in Facebook, and a bunch of other pages using the same name came up. The dietitian didn’t list the Facebook page name that it was created with or the url on their brochure. If they had, it would have made it way easier to locate the page with zero confusion. For example: “Find us on Facebook at facebook.com/ABCNutrition” is what should have been printed, not “Find us on Facebook ABC Business – Nutrition – Health – Wellness”. I looked at the first few pages of search result listings and never did find it. Most people would have given up after not seeing the dietitian business page right away on the first set of listings, thus resulting in lost social media connections.
So lost prospects and lost social media connections, all due to a few key missing marketing items…. I really hope this person didn’t pay a professional to do this brochure for them!!