March 28, 2020  
 
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Marketing a Backflow Device Installation, Testing, and Service Business

You have to be light on your feet to stay ahead of the curve these days, especially when you're promoting a backflow device installation, testing, and service business. We have the information you need to create a nimble, yet effective marketing strategy for your business.

Need to improve the effectiveness of your marketing channels for your backflow device installation, testing, and service business? That's becoming a common theme these days, especially in this market sector.

Still trying to figure out what differentiates backflow device installation, testing, and service businesses from other businesses in the industry? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.

Niche Marketing

A niche marketing approach is a good fit for small businesses, particularly backflow device installation, testing, and service businesses that hope to dominate a geographic of demographic wedge of the marketplace. To be effective, niche marketing requires attention to the kinds of details many businesses overlook. A keen awareness of your company's unique value proposition is a prerequisite for success in this approach.

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.

Price Matching

Don't underestimate the importance of competitive pricing in this industry. Even though you've worked hard to create a unique value proposition, cost concerns are serious issues for buyers. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing backflow device installation, testing, and service business, customers will transfer loyalty to the competition - and take their friends with them. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.

Why Branding Matters

Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every backflow device installation, testing, and service business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

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