Marketing Plans for Niche Markets
Marketing a Water Conservation Business
Marketing plays a central role in any company. But when it comes to a water conservation business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
Marketing is the bridge between an organization and its customer base. Build your bridge poorly and you'll quickly find your water conservation business cut off from the marketplace.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your water conservation business, that's PR. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.
Generating Buzz
Never underestimate the value of good buzz with consumers. There are multiple ways owners can tout the benefits of their product offerings, but the most effective promotions are personal recommendations or word of mouth advertising. For a water conservation business, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. Social networking and other online strategies can play a foundational role when they are performed in tandem with face-to-face interactions and industry networking.
Newsletters
A good newsletter can set your company apart from your competitors and scale up your industry presence. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. Increasingly, water conservation businesses rely on newsletters as cornerstones of a deliberate PR and marketing strategy, combining print and online distribution channels.
Share this article
Additional Resources for Entrepreneurs