With over a decade working in the health and wellness arena, and over 20 years of experience in customer service, marketing, sales, and as an entrepreneur, I have a deep understanding of what customers are looking for. As a celiac with several other food intolerances and a lifelong love of all things fitness, my small business consulting focus is on the health and wellness industries.
“The time spent consulting with Cain was well spent! He dug in to really make sense of where we were at, both professional and personally, to then tailor a plan of action that was exciting, innovative, and just made sense for what we needed.”Sarah & Paul | Super Belly Ferments
My Small Business Consulting Services
Brand development: recognition, awareness, positioning
Customers don’t just want to buy a product, they want to feel like they are a part of something bigger. They want transparency and backstory. Buyers want to know who you are and why you do what you do. Above all, give your customers the opportunity to be an integral part of your company’s story.
Content creation & coordination
While understanding your marketing strategy is key in getting your message out to potential customers, it’s equally as important to understand what it costs to gain new customers and what it costs you to retain them. By fully understanding these costs, you will have a better idea of what marketing efforts are working (as well as which ones are not!), and can help you better adjust and forecast your overall budget.
Customer acquisition & retention
Regardless of what you’re selling, or offering, you need to provide customers with a high-quality website, newsletter, emails, and more. These outlets give you a direct line to folks who want to hear your story, and are interested in what you have to say. In addition, it allows you the opportunity to have regular contact with customers and provide them with ongoing value in the form of articles, tips, and resources.
Facilitating industry relationships and coordinating partnerships
Algorithms, AI, and technology are all playing a bigger and bigger role in business today. However, having a business that lasts is still all about relationships. Therefore, it is vital to maintain and nurture meaningful relationships with other businesses and individuals in your industry, as well as with those who may be outside your primary industry, but still exert influence with your customers.
High elevation strategies & big picture planning
Usually, when launching a business, owners have grand visions of what they want their company to look like and accomplish. Unfortunately, as you get to work, it can be all too easy to “get stuck in the weeds” and get lost in all the details. Before you know it, you’re unable to focus on steering your company from a high level and you find yourself spending all your time putting out fires and dealing with the little things. Therefore, an outside perspective can help you reprioritize and refocus.
Unsuccessful marketing initiatives are one of the main reasons small businesses fail. In addition, the questions surrounding this topic are endless. Should you spend time and money on print media or digital? What about social media? If so, what platform? Should you try Google, Facebook, or Instagram ads? Should you build, design, and manage an affiliate program? How important is a website? What about SEO, CTAs, CTR, and CRO? Considering marketing opportunities can easily result in falling down a rabbit hole of options and can quickly become overwhelming. It shouldn’t be that difficult however, marketing is about finding where your potential customers are, and once you know that, focusing like a laser on getting your business and message in front of them.
Fully realizing a business’s monetizing ability is often one of the most overlooked aspects for small business owners. If you sell Widgets, you may focus on simply selling Widgets. However, there are always other opportunities to increase your revenue (while still selling Widget!). Are you fully monetizing your online efforts by selling on your website or including 3rd party affiliate links? Have you designed and implemented your own affiliate program? Do you sell wholesale in addition to retail and/or direct to consumer? Does it make sense for your company to offer informational products to be sold alongside your Widgets? Are you obtaining, and analyzing, information from your customers on a regular basis to better serve them?
Need help? Contact me and let’s talk!
Initial small business consulting consultations are always free so we can learn more about each other and determine if we’d be a good fit.