By Philip J Reed on behalf of Dex One, providing local marketing solutions for your business

While large companies with established customers and millions in sales understand that they need to adapt, and small businesses can enjoy even bigger benefits from being able to change their focuses to adjust to changing markets, new technologies and revolutionary marketing techniques. The digital age has created entirely new ways to market products and services, focusing on greater personal interactions with customers, social networking and capturing the interest of far-flung clients to create loyalties based on like-minded attitudes. In this environment, small changes can attract one customer away from a competitor, but the process gets repeated dozens, hundreds or thousands of times for each new viewer. Making that extra effort to adjust your strategy to attract one ideal client offers repeat benefits for each new viewer of your online content.

Small Changes Have Major Implications

Established companies must be willing to change, or they risk becoming irrelevant. You may have heard of the “butterfly effect” — the theoretical premise that a single beat of a butterfly’s wings could change the course of history. Small changes in marketing focus could give your business the edge to beat a competitor each time a customer searches for a certain product.

Analytics help you to make adjustments based on what viewers do when browsing on your site. You can also track where they go after they leave your site. This technology allows better follow-up service, prospecting and accounting. Conservative businesses often fail to identify smaller opportunities by trying to appeal to the greatest numbers of people. Small businesses try harder to please their clients, and people respond. You can fine-tune your strategy to get higher returns from each website visitor, increasing sales and selling additional products.

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