October 25, 2020  
 
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Marketing a Calibration and Gauge Testing Laboratory

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

For every calibration and gauge testing laboratory success story, there many more calibration and gauge testing laboratories struggling to survive.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a calibration and gauge testing laboratory at the top of the heap.

Cost Tracking

Are you struggling to contain costs? That's familiar theme among entrepreneurs who lead a calibration and gauge testing laboratory. When businesses buy mailing lists, they expect a return for their investment. Unfortunately, they don't always get it. More often than not, you'll get a better ROI from highly rated list providers than you will from cheaper alternatives. Companies that rely on accurate mailing lists reduce time spent chasing down stale leads.

But mailing lists aren't the only way you can reduce costs. Most accounting software solutions have features that allow you to track costs in multiple expense categories and receive alerts when expenses suddenly swing outside of normal parameters.

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 calibration and gauge testing laboratories 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.

Competitive Awareness

Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other calibration and gauge testing laboratories, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.

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