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outdated, it’s not worth anything to a potential or current customer.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.
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