Project Distinct

It’s never been a better time to be in a small business. If you focus on how you serve your customers and how you sell to your prospects, the odds of you being successful have never been greater, because of the incredible tools at your command.

As Marketing Daily reports in an article by Aaron Baar, “According to a new survey concerning small businesses and technology connected by AT&T, a full two thirds of small business owners said they plan to spend as much or more as they did last year on digital marketing initiatives (including websites social media and online advertising), and 71% said they were at least ‘somewhat’ likely to spend more on mobile marketing.”

In other words, your ability as a small business to use email, social media, your website, and even mobile apps, can give you a significant opportunity.

• The critical aspect, however, is that you have to remember that these are all merely tools to promote your business — or help you deliver your customer experience.

If you cannot deliver an experience to customers superior to that of your competition – regardless of their size – all of your marketing and methods will never create distinction, or help you grow your business over the long term.

I’m not suggesting in any manner whatsoever that you should not be investing in digital initiatives. Quite the contrary.

• But, what I am suggesting is that everything you do, regardless of the tools you use, has to be to sell and serve your customers with distinction.