Marketing Mistakes That Can Haunt Your Business

By Rieva Lesonsky

Many entrepreneurs fall prey to some common marketing mistakes that can have terrifying results for their businesses. Are you letting one of these marketing messups scare your customers away?

Mistake 1.

Marketing without setting a goal

Whether you’re doing digital marketing, print marketing or word-of-mouth, the first thing you need to establish is a goal. Without one, how will you know if your marketing worked? Start by setting specific, measurable goals for each marketing campaign, such as “increase email newsletter sign-ups by 10% this quarter.” With a goal in mind, you’ll be better able to design successful marketing campaigns.

Mistake 2.

Neglecting your current customers

Many small businesses focus all of their marketing dollars on attracting new customers. While new customers are important, returning customers can be even more valuable. Create a marketing plan to stay in touch with your existing customers. Work to enhance their loyalty and get them to buy from you more and more often.

Mistake 3.

Working without a marketing plan

No small business owner wants to waste money, but that’s exactly what you’ll be doing if you start marketing without a marketing plan in place. Know which marketing channels resonate with your target audience and develop a marketing plan for those channels that will achieve your marketing goals. Your plan should include time, frequency and costs so every aspect is accounted for.

Word-of-mouth has always been essential for marketing a small business, and today it matters even more. Whether your business is B2B or B2C, you must keep tabs on its reputation. Set up tools to monitor the online review sites and social media platforms where your business has a presence. Respond quickly to both positive and negative posts, comments and reviews.

Some salespeople get so focused on “selling” the customer that they never actually ask for the sale. You see a lot of marketing that makes the same mistake. If your marketing talks about your product or service but doesn’t ask your prospects to do anything about it, they may do nothing. Make sure every piece of marketing you create has a call to action that asks prospects to do something, such as going to your website, making an appointment

Mistake 4.

Letting your reputation slide

Mistake 5.

Not asking for the sale

or filling out a leads form. Mistake 6.

Expecting instant results

Many small business owners flit from one marketing idea to another, never sticking with one marketing tactic long enough to see results. Whether you’re doing search engine optimization, social media marketing or public relations, it takes time for your marketing to get results. Stop chasing the latest marketing buzzword or trend and focus on your customers. Create marketing that educates them about what your product or service can do for them, promote it in the proper channels, and give it time to work.

Mistake 7.

Not monitoring results of your marketing

Without tracking results, you won’t know if your marketing is working. There’s no excuse for this: Today’s digital marketing tools let you gather more data than ever before on how customers respond to your marketing messages. Learn to use the analytics tools offered by social media platforms, email marketing services and other marketing apps. By learning from what works and what doesn’t, you’ll be able to fine-tune your marketing message and get better and better results.

Marketing is a scary concept for many small business owners, but it doesn’t have to be frightening. Correct the seven mistakes above and make your marketing work for your business.

This article is courtesy of the Small Business Alliance (sba.gov). Rieva Lesonsky is CEO and President of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. She’s been covering small business and entrepreneurial issues for more than 30 years, is the author of several books about entrepreneurship and was the editorial director of Entrepreneur magazine for over two decades.

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Recall Alert: Westinghouse Portable Generators Due to Fire Hazard

This recall involves Westinghouse WGen5300DFv Dual Fuel Portable Generators and Westinghouse iGen4500DF Dual Fuel Inverter Portable Generators with manufacture dates from October 2019 through December 2019. The dual fuel generators can run on gasoline or propane.

The WGen5300DFv has a bright blue and black metal exterior and has “Westinghouse” and “WGen5300DFv” printed in white lettering on the control panel on the side of the generator. The generator has a fold down handle and wheels for portability. The generator measures about 23.3 inches long by 20 inches wide inches by 19.29 inches tall without its wheel kit. It weighs about 129 pounds.

CH2100-QC – w/100' of hose

200,000 Btu/hr @ 18 psi

The Red Dragon 'Hot Box', made of sturdy, rectangular construction, offers the following important features not found on other construction heaters: • Low profile prevents accidental tipping • Stackable for convenient storage • High heat output close to the surface - warmer working area • More radiating surface than a cylindrical shape heater • One bolt removes burner & all controls

Plus... • Heavy gauge metal construction • Piezo ignitor • Thermocouple safety control • 18 psi preset regulator • U.L. Listed LP-Gas Hose Assembly w/Quick Connect • Safety Excess Flow P.O.L.

The iGen4500DF has a bright blue plastic cover and has “Westinghouse iGen4500DF” printed in white lettering on both side panels. The generator measures about 29.7 inches long by 19.7 wide inches by 22 inches tall. It weighs about 105 pounds.

Affected units will have one of the following serial numbers, which can be found on the unit’s back panel (the “x” fields are specific to individual units): 04511A1019xxxxxxxxx 04511A1219xxxxxxxxx 5311A1219xxxxxxxxx

Remedy: Consumers should immediately stop using the recalled generators and contact MWE Investments to arrange for a free repair.

Incidents/Injuries: The firm has received 26 reports of fuel leaking from the fuel valve. No fires, injuries, or property damage have been reported.

Sold At: The WGen500DFv was sold at Sam’s Club nationwide and online at SamsClub.com. The iGen4500DF was sold online at amazon.com, homedepot. com, lowes.com, electricgeneratorsdirect. com, powerequipmentdirect.com, norwall.com, and other online locations. The generators were sold from January 2020 through May 2020 for between $450 and $1,050, depending on the model.

Consumer Contact: MWE Investments toll-free at 855-944-4796 from 9 a.m. to 5 p.m. ET Monday through Friday, email info@wpowereq.com, or online at www.westinghouseoutdoorpower.com and click on “Product Safety” located at the top of the page.

COVID-19 Guidance for In-Home Repair Services

OSHA is committed to protecting the health and safety of America’s workers and workplaces during these unprecedented times. The agency will be issuing a series of alerts designed to keep workers safe. The following tips can help reduce

the risk of exposure to the coronavirus for workers who perform in-home repair services: • Stay home if you are sick. • Prior to arrival, ask if anyone in the house is experiencing COVID symptoms. • Consider delaying non-emergency work if there is a symptomatic individual in the house. Follow all appropriate infection control measures if the work cannot be delayed. • Encourage workers to wear face coverings for all in-home visits. • Wear gloves and use disinfectants and sanitizers to wipe surfaces or equipment. • Avoid shaking hands with customers or other occupants of homes being serviced. • Maintain at least six feet of distance from co-workers and customers whenever possible. • Use walls and closed doors to separate workers from occupants or install plastic sheeting to close off areas of the home. • Regularly clean and disinfect tools and equipment with cleaning chemicals approved by the EPA from List N or that have label claims against the coronavirus. Avoid sharing tools and equipment whenever possible. • Report any safety and health concerns to a supervisor.

For more information, visit www. osha.gov/coronavirus or call 1-800-321OSHA (6742)

Working Safely In Cold Weather

Winter weather can expose outdoor workers to frostbite, hypothermia, and cold stress, all of which can be fatal. It is important to know the wind chill temperature to better prepare and perform the work safely. Follow these work practices to stay safe in cold weather: • Know the symptoms of cold stress; reddening skin, tingling, pain, swelling, leg cramps, numbness, and blisters.

• Dress properly; wear at least three layers of loose-fitting clothing, insulated gloves and boots, and cover your head. • Monitor your physical condition and that of your coworkers. • Stay dry and pack extra clothes; moisture can increase heat loss from the body. • Take frequent breaks in warm, dry areas. • Drink warm liquids.

For more safety tips, visit OSHA’s Winter Weather page.

Patio heaters are making news and growing in popularity across the U.S. as restaurants, hotels, and homeowners look to extend the outdoor season well into wintertime. It’s important that these products be used safely. PERC launched a new patio heater safety page as well as a new propane heater safety fact sheet. Download the fact sheet on the PERC’s Propane Resource Catalog at https:// propane.com/resource-catalog and share these safety tips with your customers.

Join the National Safety Council and Texas Department of Transportation for an online webinar on Dec 10, 2020 02:00

New Patio Heater Safety Fact Sheet

PM CDT discussing company-sponsored events can pose a potential liability for both the employee and the employer. Curtis Johnson, VP of Claims Operations with Texas Mutual Insurance Company, will share what employers should consider when planning formal and informal employer gatherings to reduce employers’ exposure to liability while keeping employers employees safe on the road this holiday season.

Register for the Zoom session at https://txdrivingconcern.org/training-

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Delivering Holiday Cheer on Time: Propane Can Do That®

As the holiday mail rush starts to pick up, one USPS fleet is meeting the demand with an upgraded fleet. As the first USPS fleet with propane autogas trucks, McAbee Trucking is maintaining its impeccable on-time delivery rate while reducing emissions in the community. And the bow on top of it all — the company is saving thousands of dollars on fuel and maintenance costs.

Read about their experience at https:// propane.com/for-my-business/fleet-vehicles/first-usps-fleet-in-nation-deliveringmail-with-propane-autogas.

The Propane Education & Research Council (PERC) has partnered U.S. Department of Energy Clean Cities Coalitions from around the Lone Star State are hosting a series of Autogas Answers in December for fleets including the propane industry. Tune in to learn about grants from the Texas Commission on Environmental Quality (TCEQ). • Dec. 1: Houston Galveston Clean Cities Coalition (all fleets) • Dec. 15: Alamo Area Clean Cities Coalition (all fleets) • Dec. 17: DFW Alamo Area Clean Cities Coalition (schools districts)

Learn more and register at https:// fuelingtexas.com/.

Last month, Gladstein, Neandross & Associates released the 2020 State of Sustainable Fleet Report, a first-of-itskind report. “The technology-neutral, comprehen-

Autogas Answers Scheduled This December for Texas Fleets

sive industry report that examines the current state of the most prevalent sustainable vehicle platforms for medium- and heavy-duty on-road transportation fleets across the U.S., while analyzing the trends shaping the future of the industry.

Through interviews and surveys, the report gathers data from fleets who have real-world experience deploying sustainable vehicle technologies, supplemented by data from original equipment manufacturers (OEMs) and infrastructure providers,”touts the report. Read the report to see why propane autogas earned high marks for its “simple, low cost fueling infrastructure and advancements in engine technology that have achieved ultra-low emission levels.”

Download the report at: https://www. stateofsustainablefleets.com/propanelpg-vehicles/

For the first time ever, more than 20,000 propane autogas buses were at the ready in public and private school districts across the United States at the start of the 2020 school year, according to new figures from the Propane Education & Research Council. This is a 10 percent increase from 2019 vehicle numbers and it’s also the first full school year with propane autogas buses in use by more than 1,000 school districts or contractors.

“It’s encouraging to know that more than 1,000 districts from coast to coast are realizing just how clean, quiet, and affordable their fleet can be with propane autogas,” said Steve Whaley, director of autogas business development at PERC. “Propane’s benefits impact everyone: districts save money thanks to its lowest total cost-ofownership, students have a cleaner and quieter ride to school, and the community reaps the benefits of propane’s low emissions. It’s no surprise districts are converting their entire fleets to propane autogas.”

The new data, compiled by PERC from IHS Polk new vehicle registration figures,

Record-High Propane Autogas School Buses Transporting Students This School Year

shows propane autogas school buses are being implemented on a national scale. Since 2012, there’s been a 960% growth in the number propane autogas school buses on the road in the U.S., marking a strong eight-year stretch for propane autogas in the school transportation market. The buses transport more than 1.23 million students in 48 states, and 14 states now have more than 500 propane autogas buses within their borders. Texas is leading the charge with over 3,100 propane buses.

Propane autogas school buses are also succeeding with repeat purchases, according to the data. Sixty-three percent of school districts with Type C propane autogas school buses adopt additional propane buses, outperforming other alternative fuels, including CNG and gasoline. Propane continues to be the most popular alternative fuel for the school bus industry.

For more information on propane autogas school buses, visit https://fuelingtexas.com/on-road/propane-autogas-for-

New Autogas Course Added to Online Learning Center

2020 State of Sustainable Fleet Report

school-buses/.

As an industry, we know the benefits that propane autogas delivers — like cost savings, operational advantages, and lower emissions. You’ve heard about these benefits through our Let’s Talk webinar series, Autogas Refuel newsletter, and resources on propane.com. PERC is excited to share with you another resource to use if you’re still on the fence about switching your company’s fleet to autogas. Proven Power for Your Bottom Line: Autogas Adoption is a new eLearning piece on PERC’s Learning Center.

In this course you’ll find case studies from early autogas adopters, tools to calculate savings, industry fleet information, answers to common misconceptions, and many other resources to save and use while planning your switch.

To access the course, visit https:// training.propane.com to find Proven Power for Your Bottom Line: Autogas Adoption under Sales Training.

U-Haul Buys First 1 Million Gallons of Renewable Propane

U-Haul® announced its latest green initiative with the purchase of its first million gallons of renewable propane, which is available to customers at U-Haul autogas facilities across Southern California.

U-Haul, the largest retailer of propane in the U.S., teamed with national distributor to supply the ecofriendly fuel. Plans call for this product offering to be ongoing as U-Haul continues to pursue sustainable solutions as an industry leader.

Renewable propane is now available at U-Haul Autogas refill stations across SoCal at no additional cost to customers.

“The introduction of renewable propane is a welcome disruption to the industry,” stated John Barnett, U-Haul propane program manager.

Renewable propane is derived from renewable sources such as beef fats, vegetable oils, grease residue and other biomass feedstocks. It boasts a lower carbon intensity than traditional propane while providing similar performance metrics. Renewable propane also has one of the lowest carbon intensity scores compared to gasoline, diesel and compressed natural gas, thus reducing harmful contributors to greenhouse gases.

This initial U-Haul purchase and customer offering of renewable propane has the global effect of eliminating 5 million tonnes of greenhouse gas emissions from the atmosphere, according to the Western Propane Gas Association.

$9M Awards in Department of Energy Research Grants to Benefit Propane Autogas

This year, the U.S. Department of Energy (DOE) awards more than $9 million in research grants for development and advancement of propane as an alternative fuel.

According to the Propane Education & Research Council “$9,017,921 in research funding is the largest ever given to propane development and has been awarded across six projects in the transportation sector, showing the U.S. energy science community has finally acknowledged the path to a low carbon future for transport isn’t going to be achieved by electric vehicles alone.”

This has been labor of love between the National Propane Gas Association (NPGA) and the Propane Education & Research Council (PERC) to get a bite of the $139 million apple of DOE funding.

DOE projects approved that will directly benefit the propane industry include:

Improved Efficiency of Medium- and Heavy-Duty Propane (LPG) Engines • Development of Advanced Combustion Strategies for Direct Injection Heavy Duty Propane Engines to Achieve NearDiesel Engine Efficiency $3,450,085 • Stoichiometric Spark Ignition Propane Engine with Diesel Efficiency Parity $1,549,915

Alternative Fuel Proof-of-Concept in New Communities and Fleets • Delivering Clean Air in Denver: Propane Trucks and Infrastructure in Mail Delivery Application $500,000

Technology Integration • Waste Not, Want Hot? A More Sustainable Way to Keep Buses Warm. Develop and demonstrate a propane powered cabin heating system for battery electric buses. $1,353,658 • Helping America’s Rural Counties Transition to Cleaner Fuels and Vehicles. $1,078,581 • VoICE-MR: Vocation Integrated Cost Estimation for Maintenance and Repair of Alternative Fuel Vehicles (AFV) $1,085,682

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DECEMBER

1 Winter 2020 Propane Living Deadline

1 PERC Autogas Answers (Online) with HGAC Clean Cities Coalition

1 - 8 TPGA Scholarship Holiday Virtual Auction (Online)

4 ProCOT Duty to Warn Registration Deadline

6-10 23rd World Petroleum Congress

Houston, TX

8-10 Power-Gen International

Orlando, FL

15 PERC Autogas Answers (Online) with Alamo Area Clean Cities Coalition 17 PERC Autogas Answers (Online) with DFW Clean Cities Coalition

24-25 TPGA & PSC office closed for Christmas

31 2nd Round PERC Tech School Grant Deadline

JANUARY 2021

1 TPGA & PSC office closed for New Year’s Day

12 Texas Legislative Session begins

31 - FEB 02 2021 NPGA Winter Board of Directors Meeting

Rancho Mirage, CA

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Bergquist 24

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Cunningham Gas Products 21

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Gas Equipment Company 19

Lone Star Energy Group 27

Longhorn Propane 28

Lumbermen’s Insurance Agency 19

Marshall Young Insurance 17

Meeder Equipment Co. 11

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Propane Service Corporation 21

Rural Computer Consultants 25

White River Distributors 5

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Propane Powers London Christmas Extravaganza

Kew Gardens, a UNESCO World Heritage Site, in southwest London has been welcoming visitors since 1840. As the “largest and most diverse botanical and mycological collections in the world”, the 330 acres have long been an important place for Londoners to find respite from the industrial world.

Eight years ago, Christmas at Kew was born, featuring after-dark trail lights throughout the campus. Each year new features are added and expanded and the event has become a favorite for Londoners during the holiday season.

Last year the event hired Midas Productions, a generator supply company, to help power the event. Midas, which calls itself a “temporary power pioneer”, provided the UK’s first rental LPG genset into Kew Gardens as part of a low emission package. efficiency and environmentalism and I’m really pleased to be working with the Midas team.”

The Himoinsa engines are EU Stage V emission standard compliant, and feature a three-way catalyst which reduces CO, CO2 and NOx emissions.

Midas’ managing director, Dave Noble, added: “The new Stage V engine emission regs for non-mobile road machinery phase in from the end of this year and while many manufacturers and suppliers try to address the changes, the Himoinsa LPG genset is fully compliant and ready.

“There has been so much chatter about people getting their heads together to plan to reduce emissions, we’re thrilled to take a real 21st century, fully monitored, sustainable power solution into Kew Gardens right now. We look forward to getting more of these machines into our hire fleet over the next few months.”

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