Digital Marketing Primer: How To Stay Top Of Mind
Andrea Racanelli presented a session at the 2019 LCT East Show that will help any operator achieve a better understanding of online marketing.
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From how to answer the phone to using social media, there are many educational opportunities throughout the industry that can keep your company on the leading edge of service delivery and quality.
The Basics
While you may believe you know all there is to running a business after many years, practices and people always change. Change is the only constant in our lives. Think about basic things we use every day, such as the Internet or smart phones. Those didn’t even exist 20 years ago. Likewise, Quickbooks, a favored accounting system in small business, wasn’t even heard of. There are seminars on phone etiquette, filing state and local taxes online using Quickbooks, and keeping in touch with clients through social media and contact management. If you don’t stay current on such topics, then in the next 10 years your business model will be outdated.
It Costs Money
In most cases, training seminars cost money to attend. However, think of this as an investment instead of an expense. You might even create a small savings account and put $25 a week into it for training purposes. When you receive a notice in the mail about a course that might benefit your business, the money will be there. This money also can be used to attend the International LCT Show in Las Vegas. There is no place under one roof that can provide the industry specific education provided at that Show. Spending the money on education makes sure your employees are at the top of their game in knowledge and trends.
Ignorance Is No Excuse
You’ve heard that phrase before. You know the transportation industry is highly regulated by local, state and federal authorities, not to mention airport authorities. The laws are often changing, such as the Department of Transportation’s HOS (Hours of Service) regulations. You simply must stay current on the laws that affect you. You may pay a hefty fine simply because you failed to keep up with the changes in laws during your 20-year career and not knowing the law isn’t going to get you out of the fine.
Keeping Up with Technology
Technology is moving at lightning speed. Many government organizations are eliminating paperwork and relying upon computer input to keep abreast of your company. For instance, IFTA Fuel filings on paper are becoming outdated, and you must start filing online reports in 2014. The same goes for MCS-150 filings that must be completed biennially. For years, the IRS has collected payroll taxes using the EFTPS system. As government agencies look for ways to save money, automation will be key in the process. Not knowing how to complete these reports online can complicate matters for your company as paper filings will not be accepted in the future.
Where Are These Classes?
Without a doubt, you are receiving invitations all the time in the mail for everything from social media to Quickbooks updates, sexual harassment training, conflict resolution in the workplace, and many others. You probably are throwing these in the garbage because you believe you could teach the class. Perhaps you could. But, can your employees? Check with your local Chamber of Commerce for classes they might provide. Visit www.findaseminar.com and enter your city name to see what’s available in your area. And, of course, attend as many LCT trade shows and conferences as possible along with any seminars and conferences hosted by the NLA and your state and/or local associations.
The International LCT Show this year in Las Vegas is offering ample seminars full of take-home, business-to-business value. I have found these to be priceless and, of all the trade shows, the best deal around for what you pay. You may check out the complete schedule here at www.lctshow.com.
Andrea Racanelli presented a session at the 2019 LCT East Show that will help any operator achieve a better understanding of online marketing.
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