For a belts and suspenders retail business, the line between success and failure is based on more than the execution of core competencies.
The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. Core marketing concepts offer touch points to help small business owners navigate uncertain markets.
Expand Your Advertising Options
Advertising options come and go. The marketing channel that was hot last year may no longer be effective and has been replaced by yet another can't miss marketing alternative. When it comes to belts and suspenders retail businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, belts and suspenders retail businesses are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
Directories are a common tool for finding a belts and suspenders retail business. 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 belts and suspenders retail businesses to both broad and targeted customer bases. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. 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.
How many people do you know who don't have an email account? Not many. So if you can deliver messaging to your customers' inboxes, the likelihood it will be seen and read by a large percentage of recipients is extremely high. For belts and suspenders retail businesses, collecting and updating the email addresses of qualified recipients isn't cost-effective. At Gaebler, we recommend buying mailing lists from professional, third-party providers. Purchased lists aren't the only source for customer contacts, but they can be used to create fast momentum for email campaigns and other initiatives.
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