February 23, 2020  
 
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Marketing a Back Supports Business

There is little room for error in marketing a back supports business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

Struggling to find the right combination of marketing strategies and tactics for your back supports business? That's becoming a common theme these days, especially in this market sector.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your back supports business at the top of the heap.

Marketing Collateral

Every piece of collateral your back supports business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your back supports business's investment in collateral will be pointless.

Industry Resources

Lone rangers don't survive long in a back supports business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.

Social Media Monitoring

Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. 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 back supports businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

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Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to back supports businesses, and we welcome your feedback, tips, and questions!


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