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It’s tough keeping up with all the new technologies flooding the marketing world these days. Marketers are told that in order to be effective they need consistent blogs, up-to-date analytics, ten different social media accounts, and mobile device-compatible website design. And while it would be a mistake to neglect these things, it would also be a mistake to neglect some of the basics as well.

For instance, best-selling author and USA Today columnist Rhonda Abrams recently pointed out that something as simple as a t-shirt was enough to make a sale at a local cafe she frequents. She’d just finished eating a terrific sandwich, she said, “When I noticed staff members wearing t-shirts saying, ‘We do business catering.’ I immediately texted my office manager and told her to order from this cafe for our next staff luncheon.”

There are other simple, basic marketing moves that often get-overlooked but which are just as effective.

The personal touch

Never underestimate the power of a simple conversation or connection made with someone—whether they’re a current customer or not. For instance, responding with a simple, “Thank you, we appreciate your feedback!” to a customer posting on your social media page helps validate their concerns and shows there are real people out there, not just internet robots. The same goes for other personal moments, whether through email, blog comments, over the phone, or in person. You never know what future impact the personal touch can have.

Business cards

Abrams said, “Your business card may be your smallest marketing veicle, but it’s also your most important.” Business cards seem to float around forever, never getting thrown away, either because they’re too small to be bothered with or because you think at some future date, you might need that contact information.

Thus, making sure your card has good design, all your contact information, and a one-line slogan remind people what exactly your brand does can be critical to your image, and may lead to any number of future sales.

Your home page

The first impression some people get of your business is your home page (though with the proliferation of social media and blogs, it’s not as common as it once was). Making sure your home page is inviting, easy to navigate, visually pleasing, and easy to read seems obvious and basic, but might be neglected when other issues arise or campaigns are run. Don’t make the mistake of thinking that the home page is just a landing page or a corridor to what’s really important. To certain customers, the home page might be the difference between a sale and a quick click of the “back” button.

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