We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
Like it or not, product quality alone doesn't deliver repeat customers. With cost concerns becoming more important to buyers, value messaging is rising to the fore as a strategic marketing priority.
Building A Community Around Your Brand
Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not base metals businesses need to do a better job connecting with their customers. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.
Many of the highest performing base metals businesses identify customer awareness as one of the hallmarks of their success. Since disconnection with the marketplace isn't an option, it's important to create mechanisms to monitor market trends. Businesses that market blindly fail to achieve acceptable ROI for their efforts. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many base metals businesses can still use it to their advantage. Today's broadcast marketing solutions have the ability to target a geographically concentrated sector of the marketplace. For example, many people limit their radio listening to their daily commute. For base metals businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Given your interest in marketing and in base metals businesses, you might find these additional resources to be of interest.
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