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What is one thing that most small to
medium busi nesses say they lack? Many tell me it’s sales. Others
focus in a bit more and say, profits. But these are end products —
very desirable outcomes of good business, to be sure, but not the root
of most business deficiencies. At the root is a lack of business
credibility. It’s that reputation, trust, and good name in the
community that translates into sales. Think of your own consumer
habits: You buy from companies you trust.
Here’s where the Internet comes
in. It’s a useful tool for all business marketing, but it’s
especially golden for small and medium businesses. It’s economic,
and you can use it to boost your business credibility, both
efficiently and quickly. As I design and build websites, I’ve
learned to look beyond a business’s surface problems and find the
root because that’s where I know I’ll be placing the company’s
greatest web marketing efforts to build brand credibility.
Nike is a terrific example of a
leading brand that has worked (sometimes against great odds) to
achieve brand credibility. The company has positioned itself as both a
serious sports shoe and as a top contender for the teenage style
market. It’s been successful in both arenas.
Nike achieved its status through
branding and advertising, but under it all is that one magic word:
credibility. Over the years, Nike has built a reputation as a leading
sports equipment supplier for some of the most popular sports in the
world. It has built up a number of endorsements from the leading sport
personalities. It’s also used the Internet to solidify its standing.
The company’s reputation-building efforts give the Nike brand
business credibility.
Use Credibility to Create Local
Sales
Small and medium businesses can do what Nike did and build credibility
in geographic areas or business niches. The good news for businesses
on a tight budget is that they can use the Internet’s relatively
inexpensive marketing tools to build their reputations.
Whether your customer base is a geographic one or a niche market, the
Web can position your company, your firm’s core values, your
thoughts and your products, building credibility click by click. And
what differences can that make? Real business credibility is directly
transferable into increased business profitability, and a high quality
client base.
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