small business ground game
The Devil Is In The Details: Cultivating Your Small Business Ground Game – Bergen Concierge Service, 2022

In Small Business, The Devil Truly Is In The Details.

“The devil is in the details” is an idiom alluding to a catch or mysterious element hidden in the specifics of a situation. It indicates that while something may seemingly be simple at first glance, in fact may have tedious elements likely to cause problems if left unchecked. As it applies to small business, there are many details that, if gone unattended, can prevent or stall your business from growing.

In work as in life, smart and careful planning along the way can take a lot of the guesswork out of foundation planning. Tackle your ground game in an organized manner with these three simple tips that can make a huge difference:

1. Write! And then write some more.

Brush up your website content and make sure it is chock full of detail describing exactly what you do. Fundamental SEO (Search Engine Optimization) guidelines recommend a minimum of 300 words per page. Even more is better, but don’t sacrifice quality for quantity. Take your time to research keywords and their synonyms – make sure they repeat throughout your site will help your name rise to the top of search results. So keep on writing! And then write some more 🙂

Need help writing? Look no further than Bergen Concierge Service, your a la carte solution for small business support.

2. Say Cheese!

There is simply no excuse for a poor profile photo! Follow these simple tips for a top notch photo across all of your online profiles, including social media, email and LinkedIn. You can do this yourself or have a friend do it! Ready? a) wear something that is not distracting (think black and neutrals), b) put your camera on portrait mode, c) choose a simple and minimal backdrop, and d) take a ton so you can easily choose and edit the best one. Voila! Professional Profile Pic at minimal (meaning zero) cost. Don’t forget to do a preview with trusted friends or family. Seek an for an objective vote on which represents you and your business best. Last, I can’t emphasize enough to upload the same photo on all of your media profiles to assure recognizable brand identity on all platforms.

3. Network, Network, Network.

Meeting like-minded people has never been easier! Don’t underestimate the value of networking events to get your name out there and, more importantly, have fun while forging strategic alliances. Look for local Chamber of Commerce chapters, LinkedIn business and referral networking organizations, online leadership groups, Industry-specific platforms and more. When you make a connection, seek out a deeper one. Meet for coffee, and take a genuine interest in other businesses. Savor the value of camaraderie intrinsic to one on one meetings – since the pandemic we are all eager to socialize in earnest again. Trust me, you will find inspiring, motivating, and strategically illuminating stories. You may even get a referral, or need their services for yourself or a client.

Seek out organizations with a structured philosophy of Ambassadorship – members who have each others’ backs. You will connect with other hard working professionals dedicated to growth just like you, with a culture of paying relationships forward. Many Chambers also have both women and men groups, as well as young professionals (under 40).

Last, don’t underestimate the value of a professional dedicated to checking off these and many other items on your to-do list. This allows you to focus on your core competency, knowing important details are not being forsaken.


Laura Milo DeAngelis | Owner and Founder | Bergen Concierge Service LLC • 201-303-7301 •

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