How to Reach Your Target Market
Marketing an Earthquake Engineering Firm
A profitable earthquake engineering firm is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
Multiple marketing factors affect bottom line profitability. Yet one feature seems to be part of the shared DNA of all effective marketing programs.
Tenacious messaging and the identification of new delivery channels can be an on ramp to earthquake engineering firm profitability.
Why Branding Matters
A good brand has value for both your balance sheet and earnings statement. Any and every earthquake engineering firm has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Niche Marketing
A niche marketing approach is a good fit for small businesses, particularly earthquake engineering firms trying to establish a larger footprint in a targeted market segment. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
As a side note, it's important to customize your marketing tools to accommodate a niche strategy. Leading mailing list providers can filter contacts for more cost-efficient and effective direct mail campaigns.
Directories
Directories are a common tool for finding an earthquake engineering firm. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing earthquake engineering firms to both broad and targeted customer bases. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Do your research and make sure any directory in which you list your business is capable of reaching enough likely customers to make it worth the effort. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
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