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Keep your information updated

Posted By Dave Simon, Tuesday, March 6, 2012

One of the issues facing every business is providing current information to our customers and potential customers. It’s a constant struggle. We’re working to keep the day-to-day operation going, but must also pay attention to the marketing information we’re distributing – the information posted on our website and printed in our material.

If you check your website, for example, you may find that it has information from six months to a year ago, or even later. It may not have been updated for years. That’s bad. If your company information is outdated, it’s not worth anything to a potential or current customer.

Websites aren’t the only places that need constant attention. Marketing materials, brochures and sales literature are all products ESA member companies use to promote themselves. You should review them on a regular basis to ensure the written information is relevant. You might need to make a small change, or completely redo what you use. Telling your story to others requires that you paint an accurate picture. This means staying on top of changes, big or small.

Given our electronic world, ESA recommends you check your messaging every few months. It doesn’t have to be a massive "go through everything we publish with a fine-tooth comb.” But you should eyeball your written materials, whether they are hard copy or delivered electronically, to see if there are discrepancies in how you want to come across, the products and services you offer, and contact information.

You want new customers to find you. You want your current customers to stay on board. Keeping your information up-to-date is a big step towards meeting both these goals.

Tags:  information  Marketing  website 

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