Although innovation is important, consistency is critical when you market a carbon products business. For businesses in this sector, solid execution and a commitment to core messaging are the most valuable marketing traits.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any carbon products business with a strong value proposition and a desire to achieve a visible market presence.
Discounts drive purchasing decisions, and carbon products business consumers fit the pattern and factor discounts into their spending decisions. Some entrepreneurs have used the discount concept to lure in unsuspecting customers without actually reducing the price of the product. However, for consumers located in the carbon products business sector, you won't get far with discounts unless you communicate clear value. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.
Good buzz is a mythical creature in marketing circles. Although it's rumored to exist, it's hard to nail down. Whether you call it viral marketing or word-of-mouth advertising, a lot of ground can be gained by encouraging positive conversations about your company. For a carbon products business, buzz is a critical consideration in the marketing mix. To encourage marketplace conversations, you'll need to equip consumers with the tools they need to create meaningful brand dialogues. As you begin to promote brand discussions, you will need to also develop systems for monitoring the things that are being said about your company and using positive mentions to your advantage.
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. Although they invest heavily in other marketing channels, most carbon products businesses need to do a better job connecting with their customers. Direct mail campaigns featuring mailing lists from a reliable list partner can jumpstart a social media drive by expanding your customer base and alerting them to your social media presence.
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