How Can I Improve Our Marketing
Marketing a Packaging and Shipping Services Business
The value and earning capacity of a packaging and shipping services business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
If you are a business leader who sees marketing as a path to give your packaging and shipping services business a competitive advantage you're not alone.
In general, good business owners make good marketers. However, the most visible brands are always on the lookout for the strategies that other packaging and shipping services businesses utilize in the marketplace.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. To maintain marketing momentum, many packaging and shipping services businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All packaging and shipping services businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
Promotional Calendars
Sloppy marketing programs have no place in growing packaging and shipping services businesses. Promotional or marketing calendars coordinate the execution of your strategy and result in a more efficient use of both internal and external resources. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
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