How Often Should I Give My Website A New Look?

/in /by

If your website analytics have been stagnant for a while, you may be wondering what you can do to boost your traffic. Is it time to give your website a new look? We believe in supporting local businesses, so we’ve put some thought into the matter. Take a look at 3 tips for determining whether it’s time to update the look of your site.

  1. Update When Customers Show Signs of Disinterest

Take a look at your bounce rate — That’s the metric that measures how many people visit your site but leave without making any purchase. Maybe your site looks tired or is hard to navigate, and that’s causing potential customers to bounce away from it. Pay special attention to complaints from customers, whether by email, phone or on your social media platforms, that your site is less than functional or that it looks out of date.

  1. Update When You Feel the Heat From Your Competitors

Updating your website is a signal to your customers that you’re staying on the cutting edge of your field. If you’re in a heated competition for customers, the look of your website can send a message that you’re the company they want to deal with. Imagine visiting a site that has outdated content, no new news, and a tired look. Wouldn’t you click and go elsewhere? Don’t give your customers a chance to do that.

  1. Update to Go Mobile

Increasingly, customers are accessing the internet via their mobile devices, and they may become frustrated if your website is hard to navigate because it hasn’t been optimized for mobile. If so, you need to add responsive design to your site, or adjust your current responsive design so it pairs with current technology. Depending on how your site is coded, you may need a full redesign, rather than just giving the existing material a fresh appearance.

We encourage you to keep your website active and up-to-date so that customers throughout our community can direct their business your way.

Johnny Appleseed Visitor Center Gets New Apples Trees

/in /by

Three new apple trees were planted this Fall at the Johnny Appleseed Visitors Center on Route 2 in Lancaster!  Special thanks to MassDOT for providing the new trees to replace ones damaged earlier this year.

The Johnny Appleseed Visitors Center, considered by many the gateway to North Central Massachusetts, opened in 1997 as a way to welcome people traveling through the region and give them a place to stop, stretch their legs, and learn more about the twenty-seven communities of North Central Massachusetts.  The center has an impressive collection of unique items that showcase the region, including 91 apple trees on its premises to highlight the region’s strong agricultural heritage and connection to apples. The center has been highlighted in the media, including WCVB’s Chronicle and the BBC.

The Johnny Appleseed Visitors Center is open every day from 9am-5pm and also features a popular gift shop that carries many local products including jams, jellies, honey, maple syrup, fudge, chocolates, cheese, sparkling cider, donuts and that local icon of American kitsch – the pink plastic flamingo!  Visitors to the center can also find a wide selection of books highlighting the history of the region, plus good-quality logo merchandise and souvenir items.

When it Matters Most…..Support Local!

/in /by

This year has placed unimaginable challenges on the North Central Massachusetts small business community. The COVID-19 pandemic created an unprecedented wave of disruption to our local economy which many are predicting will permanently alter how we make things, buy things and even where we work. The Chamber has always been a strong advocate for buying local and other initiatives that help to strengthen our local communities and contribute to the economic sustainability of the region. Our efforts to support local businesses take on a new significance this year, and we know that shopping local is going to be more important than ever before this holiday season. The small businesses that help define our local communities continue to face hardships as the pandemic goes on, and it threatens to exacerbate the trend towards online shopping and consolidation among many of these industries. However, there could also be opportunities for our local businesses and the regional economy as supply chain disruptions exposed by the pandemic may encourage consumers and businesses to look to local suppliers and local businesses to help them fulfill their needs.

Since the pandemic began, the Chamber has been focused on providing guidance, resources and a support system to help businesses get through the crisis. Recognizing the importance, the Chamber has developed several marketing campaigns to support small businesses and encourage consumers to shop, eat and visit locally. We have developed new locally focused content, new messaging and we are utilizing digital and social media channels to promote, connect and engage with consumers.  The Chamber has also been utilizing its “Gift Local” gift card initiative to encourage shopping local. With nearly 50 businesses currently participating, consumers are given a choice when deciding on where and how they want to spend their money.

“Our restaurants, hotels and local retailers are among the hardest hit by the pandemic. These businesses are finding innovative ways to adapt, transform and survive,” said Roy M. Nascimento, President & CEO of the North Central Massachusetts Chamber of Commerce. “We want to encourage people to support local businesses whenever they can. These business owners are working hard to keep their doors open, create jobs, and fill needs in our community and deserve our support”

The state has also stepped up with a new awareness campaign entitled “My Local MA” to encourage consumers to support local businesses. The Chamber has embraced the effort and is supporting the campaign.

“The My Local MA campaign reminds Massachusetts residents that where they shop, dine and travel matters,” said Keiko Matsudo Orrall, executive director of the Massachusetts Office of Travel and Tourism. “Supporting My Local MA strengthens community pride and helps keep our economy running. Spending locally keeps people employed and keeps Main Streets and small businesses thriving in our 351 cities and towns. We want people to stay safe and put their money where their heart is — right here in Massachusetts.”

Why is this important? A recent survey conducted by the Chamber shows that 64% of the small businesses reported losses when compared to 2019, with nearly 27% reporting losses of 50% or more. Nearly 60% also reported that they expect it will be more than six months before their operations return to normal. Twenty-five percent of respondents also estimated they could stay operational on current cash flow and reserves for just six months or less.  The survey also showed that marketing to reach their customers was the most requested resource when asked what resources, beyond financial assistance, would be most helpful.

It’s no secret that local small businesses have a tremendous impact on our local economy. When you buy goods and services from local businesses and merchants, the money you spend stays in our communities.  National research shows that for every $100 spent at a locally owned business, $48 stays in our cities and towns.  That’s compared to only $14 of $100 that is spent at a chain and just $1 when spent at large e-commerce retailers.  Those dollars support the essential services that we all rely on, including police, fire, schools, streets and more.

Local and independent small businesses are also more likely to give back to the community, create more jobs and opportunities, and support other area small businesses. They are often the first to step up when teams need sponsors and fundraisers need venues or goods.  Small businesses also work hard to keep your trust each and every day, providing unparalleled products and services.  All of this helps to strengthen our communities and contributes to our quality of life.

With the holiday season before us, there is no doubt that consumers are all thinking about shopping and the gifts they want to buy for the people in their lives. With busy schedules and the pandemic, it’s easy to consider turning to the internet to get shopping done. But that type of shopping has consequences on the local community. This winter is expected to be a difficult one for many small businesses, the Chamber will be encouraging everyone to consider local businesses when making their buying decision. Not only does this support local businesses, but it has profound rewards for the community.

Increase Productivity Right Now

/in /by

How to Grow When It’s Slow: Increase Productivity Right Now

“Imagine –” suggests business expert Cameron Herold, “If you train your employees on interviewing, train them on effective meetings, train them on an email management, train them on time management, or if you could really work on skill development right now – you can come out of this stronger.”

Cameron Herold is a top business consultant, best-selling author, and speaker. We caught up with him via a recent podcast interview he did for Real Estate Rockstars Radio. He’s the mastermind behind hundreds of companies’ exponential growth and teaches today’s most dynamic business leaders.

Periods of slow growth come with great challenges both for businesses and consumers. However, you can take advantage of such times to improve efficiency and increase productivity. Cameron has some great advice for business owners in his interview, and we put together some recommendations inspired by Cameron.

Clean up your business systems – and your work space

Most businesses will focus only on sales and marketing to survive hard times. You can also use this time to work on your standard operating procedure to ensure it meets your current and future needs. Slow growth periods are ideal times to purge and clean your warehouse, offices, desks, filing systems, and other important areas of the business. Cleaning the workplace will go a long way in creating a better work environment and improving efficiency.

Training and skills development

Considering the busy schedules that characterize modern workplaces, employers have little or no time to train their employees. When it is slow, you can use this time for training and skills development. Train employees in critical areas like interviewing, effective meetings, time management, and email management. Skills development will also help to address weaknesses and strengthen skills, allowing you to bring employees to a level where they can work without constant help and supervision. In a nutshell, training and skills development will contribute to improved employee performance.

Take advantage of technology

Periods of slow growth can allow businesses to make the most of existing and new technology. As more employees work and communicate remotely, they will save significant commuting time and be less distracted when handling projects. Businesses can maximize technology to increase productivity by setting up efficient communication channels and empowering all employees to work remotely. Teleconferencing and working from home are quickly becoming the new normal, a factor that could affect the organizational structure of many companies.

Explore alternative work sites

Changes such as teleconferencing and working remotely will have a significant impact on office leasing. There will be cases where staff members are unable to make it to the corporate office, and working from home is not an option. This situation may force businesses to identify alternative working sites such as sterilized co-working spaces. Choosing a great facility will allow you to carry on with your activities despite the disruption caused by issues such as infectious epidemics. Employees can remain productive in emergency situations.

Proactive employee support

When your employees work remotely, your physical office will be set-up into numerous virtual offices. Maintaining proper communication between managers and employees will require that you give your staff the necessary support. Through observations and conversations, you will be able to identify and understand any signs of agony. These include low morale, low work productivity, and anxiety relating to the slow-growth period. Addressing employee concerns will help in increasing productivity to ensure your business survives the tough times.

For information about how to become a better business owner or operator, check out the Second In Command Podcast at CameronHerold.com/podcast.

And stay tuned for the next article in the 6-part series How to Grow When It’s Slow on the topic of building culture in a remote working environment.

Support Local, While Giving the Gift of Choice

/in /by

Since the pandemic started, the North Central Massachusetts Chamber of Commerce has been focused on providing strong leadership and as much assistance as possible to help local businesses and our communities weather this crisis.

The Chamber believes that economic recovery must start locally.  Therefore, we are encouraging the public and business leaders to shop, eat, visit and support local small businesses whenever possible.  Our small businesses are crucial to our economy and the fabric of our communities.  The public’s generosity and support of our local small businesses will not only directly help the employees at these locations, but also indirectly help our local economy continue until this crisis has passed.

The Chamber’s Gift Local gift card is one great way to help local small businesses who are among the most impacted by the COVID-19 pandemic.  The Gift Local gift card works just like a traditional gift card, except that it is tailored to be redeemable at participating restaurants and merchants in North Central Massachusetts.  The Gift Local gift card is an effort by the Chamber to encourage consumers to shop local and help keep local dollars circulating in the region.

Gift Local gift cards can be purchased at the Chamber office, at the Johnny Appleseed Visitor Center in Lancaster or by phone or email by contacting the Chamber.  Click here for a flyer with details on the Gift Local gift cards or here for an order form.

We truly hope that you will consider it as an option for this holiday season.  Due to the current pandemic and to encourage support of local businesses, we have waived the purchase fee for buyers and all fees for participating merchants. 100% of the proceeds go to support small businesses.  You can also find more information on Gift Local gift cards and their redeemable locations at www.NorthCentralMass.com or www.GiftLocal.net.

Please feel free to contact the Chamber with any questions.

Storytelling in the digital age

/in /by

Storytelling is a major buzzword in the marketing industry these days, and it is an aspect of promoting your business that you cannot afford to ignore. Rather than focusing your marketing efforts on promoting your products or services, the new business model requires telling the story of your brand to help your customers feel connected to and engaged with your business. Follow these tips to do it right.

Stay True to Your Core

When coming up with your “brand story,” it is important to stay true to the foundation of your business. For example, if your company manufactures reusable water bottles, you wouldn’t want your brand to be associated with anything that is disposable in nature. Instead, you would want to tell a story that coincides with sustainable values. Viewers these days are becoming more and more discerning in terms of the brands they choose to patronize, and they will immediately identify anything disingenuous.

Tug at the Heartstrings

Emotions are incredibly powerful when it comes to influencing consumer behavior, and your brand can use this fact to its advantage. People love seeing stories of triumph over adversity, personal growth and achievement, and giving back to the community, so try to incorporate these or similar storylines into your brand storytelling. Of course, any content you produce should still align with your company goals at the same time as telling your story.

Generate Excitement

The primary goal of brand storytelling is to get prospective customers excited about your brand. Whether you do this through associating with popular local events or by offering frequent promotions and discounts, the goal is to keep your customer base interested in your offerings and excited about buying from your company rather than your competitors. Aim for a high energy level in your marketing materials and branded content online so that your customers are excited to share your content with their friends and followers, helping to expand your reach even further.

Tie in Your Company’s Offerings

At the end of the day, the ultimate purpose of brand storytelling is to attract new customers, and you can’t accomplish this without letting people know what your company has to offer. With any content you create, whether it be blog posts, social media posts, advertisements or videos, there should almost always be an element that speaks specifically to your company’s products or services. Without this critical aspect, your audience won’t know why your brand is sharing its story. You need to help them make the connection between the story and your offerings.

Overall, brand storytelling is about more than just selling products; it is about helping your customers to feel more connected to your business, increasing the likelihood that they will continue to buy your products or services in the future. Keep this end goal in mind at all times to help guide you in creating your brand story. With a bit of creativity and effort, you’ll draw in customers and establish dedicated brand loyalty, setting your business up for ongoing success in the future.

Chamber Member Spotlight: “Family, Value, and Respect” come together at Enterprise Bank

/in /by

These three words are always something kept in mind with the team members at Enterprise Bank. There are approximately 555 employees at the bank, who are purpose-driven, and care for their families and customers, catering to small and large businesses. 

“I get excited when I come to work,” said Tracy Lafleur, Branch Relationship Manager and Vice President at Enterprise Bank in Fitchburg, MA. “When a customer calls, we pick up the phone and they’re speaking to an actual person; we feel valued by that as well.”

The bank’s website says, “In the late 1980s, Massachusetts faced a severe economic downturn. As George Duncan watched his city struggle, he joined other visionaries to help influence the recovery. Together, they imagined a new kind of independent, innovative bank – one that would value the entrepreneurial spirit and stimulate the economy by helping to create new businesses, meaningful jobs, vibrant communities, and a dynamic work environment for employees. This vision became Enterprise Bank.”

Enterprise Bank was started about 32 years ago in Lowell, MA in 1989 and mushroomed out from there, currently with 25 branches in operation. In 1995, the Leominster branch was the fourth branch to open, and Fitchburg branch was opened 16 years ago.

“We continue to stay rooted in values, caring, and trust and relationship, all rooted in the culture that has made us successful. We continue to grow through technology and evolve to meet customers’ needs,” said Jack Clancy, CEO of Enterprise Bank. 

While preparing for the “new normal,” Enterprise Bank has helped local businesses and customers through the COVID-19 pandemic through over 2,800 PPP loans, which accounts for approximately $510 million in PPP loans. 

“We reached out proactively and became one of the top PPP lenders in the country,” said Clancy, “which goes back to our dedicated team members having so much passion and caring. It’s been a monumental effort on their part since April.”

Internally, Clancy and Lafleur both prioritized not only providing PPP loans, but also protecting the safety of their team members and customers.

“We had a pandemic preparedness plan in place long before COVID,” said Clancy. “At first, we thought we were wasting our time with it, but it really helped us. People are starving for human relationships, and we devote every resource possible to make sure we have the right protocol and precautions, but also increasing digital usage and making sure that we are progressive.”

On the branch side, Lafleur said that the team members are constantly receiving updates and being informed on everything going on if there are any changes.

“[Enterprise Bank] helped a lot of small and big businesses, and we are able to get them through keeping their businesses,” said Lafleur. “We have people thanking us up and down, because our team members took extra calls and were working hard. Just the feeling of helping customers save their businesses is amazing.”

In fact, Lafleur has been a chamber ambassador for about two years, and loves being able to go out to visit chamber members.

“The [North Central Massachusetts Chamber of Commerce] cares and is very easy and outgoing,” she said. “The networking is great and you meet at a lot people, just like here at Enterprise Bank.”

The Enterprise Bank Fitchburg branch is located at 420 John Fitch Highway, and has a family atmosphere where everyone is welcomed and treated like family. Find out more information about the entrepreneurial bank at www.enterprisebanking.com. 

North Central Mass Development Corp Provides Funding to Sterling Gymnastics

/in , /by

(Regional) – The North Central Massachusetts Development Corporation (NCMDC) – the economic development arm of the North Central Massachusetts Chamber of Commerce – recently approved a $50,000 loan to the Sterling Academy of Gymnastics.

The Sterling Academy of Gymnastics, owned by John and Nancy Carbone, received a $50,000 microloan for working capital for pandemic related relief and recovery as well as to help start a remote education program. The pandemic has created a number of challenges for the business, requiring John and Nancy to explore new and creative programs. With increased demand for child care services, Sterling Gym introduced a remote learning program where children can attend their remote classes and also take advantage of the gym amenities. Sterling Gym also offers a number of other programs and classes such as gymnastics, dance, ninja challenge and martial arts. For more information visit their website at sterlinggym.com or facebook at facebook.com/sterlinggym/.

As a microloan lender, the North Central Massachusetts Development Corporation (NCMDC) can provide loans to small businesses up to $150,000 for working capital, equipment, inventory, expansion and working with our banking partners to provide gap financing for the final piece of a project.

 

About the North Central Massachusetts Development Corporation

The North Central Massachusetts Development Corporation (NCMDC) is a non-profit economic development corporation with the mission of creating jobs and improving the economy. NCMDC is certified by the U.S. Small Business Administration (SBA), and the U.S. Department of the Treasury under the Community Development Financial Institutions (CDFI) Program. The NCMDC works in partnership with local banks, credit unions, chambers of commerce and area nonprofits to support emerging microenterprises, small businesses, and community projects in 76 communities in Worcester, Middlesex and Franklin Counties with loans and business assistance.  Since 1996, the NCMDC has granted over $8,000,000 in loans to small businesses to help grow jobs and the economy in the region.

 

For more information about the NCMDC loan programs, please call 978.353.7607 or visit ChooseNorthCentral.com.

Chamber Member Spotlight: Elite Construction & Design, Inc.

/in , /by

Elite Construction & Design, Inc. believes in the future of downtown Fitchburg and recently made a move to be at the center of it.

Previously located in a former Crocker paper mill on Westminster Street in West Fitchburg, the construction company has moved to Sawyer Passway, where it hopes to play a key role in the city’s revitalization efforts, said President Matthew Fournier. 

“It’s already starting but we lost some momentum with the pandemic,’’ Fournier said. “The energy is still there with public and private development. There are projects that will bring quality housing and restaurants downtown and some amenities. It may have delayed us a year or two but at the same time, all the projects are still there and moving forward. People are feeling positive about it.’’

Wachusett Brew BarnWhile some projects downtown may have been delayed, business is strong overall at Elite, Fournier said. 

Between businesses looking to reconfigure their space or make improvements during some downtime, growth in the cannabis industry and homeowners investing in projects, Elite has kept busy.

“A lot of our clients are in different industries and are getting affected in different ways so we are there to help them adapt,’’ Fournier said. “Commercial construction is still going strong and residential has picked up. A lot of people are sitting at home and look at their yards and houses saying ‘We’re not going on vacation, how can we change our space?’’’

Fournier founded the company in 2004 after graduating from Wentworth Institute of Technology a year before with degrees in interior design and facilities management and planning. 

“I wanted to create a construction business from the ground up by focusing on long term relationships and servicing clients with an innovative hands-on approach, driven by small business values instilled in me by my family and other mentors,’’ Fournier said. “Our team is driven to be a recognized as one of the most responsive, innovative and customer-focused firms in Central Massachusetts.’’

Today, his company offers general contracting, design-build, pre-construction services, tenant fit-ups, rapid response facility services and insurance repairs/emergency services. 

Elite caters to a variety of industries including commercial, residential, health care, retail, hospitality, food service, cannabis, non-profit and municipal. Wachusett Brew

“At Elite Construction, we differentiate ourselves by providing our clients and partners with a high level of service from a project’s conceptual phase through the project closeout and beyond,’’ Fournier said. “Three values that lead our day to day are: Plan, execute and deliver.’’

Elite is a member of the North Central Massachusetts Chamber of Commerce, which Fournier said has helped on a business and personal level, with professional development, networking, visibility, credibility and a better understanding of the changing community and economic landscape of the region.

Elite Construction & Design, Inc. is located at 61 Sawyer Passway, Fitchburg and can be reached at 978-597-5071. For more information, visit http://www.eliteconstructiondesign.net/.