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Decorative concrete can be complicated, and there is a lot that goes into a successful installation. But at each project’s finale, you move onto the next job where you’ll save the day for another customer.

We live in a time where so much of our business, for better or worse, is conducted electronically. On the positive side of the ledger is the fact that information can be searched and retrieved at the speed of a simple mouse click.

Years ago, there was a Kevin Costner movie, “Field of Dreams,” which has now become a classic. While this movie was full of overarching plots and subplots, the main takeaway was: “If you build it, they will come.”

Decorative concrete requires an artisan’s touch. You do beautiful work and the results speak for themselves. But like your work, your company image and brand identity should speak to that same level of quality. The modern consumer trusts brands that look professional and have a clean look.

Do you remember the last time you saw a hashtag? Chances are it was in the last hour but at least sometime today, and it may not have even been on a social network. Hashtags are everywhere these days, from your favorite TV show to highway billboards. As such, they can and should be a part of your social media strategy. The key is using them effectively.

Decorative concrete done well, and properly maintained, is long-term free advertising. It’s like having a huge billboard on the side of the road showcasing your work.

Finding potential customers and successfully reaching them is a long and difficult process for most companies. Marketing actions businesses can take to create and build interest in a product or service make up lead-generation strategies.

In the early days of social media marketing, you could post virtually any piece of content and, realistically, expect to see engagement from about 15 to 20 percent of your followers, fans or friends — depending on the day and just how many were online at that time.