The task of promoting a career planning and employment assistance services business can be challenging, especially for business owners who lack a marketing background.
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. On the upside, great marketing is a real possibility for a career planning and employment assistance services business owner who is willing to learn what it takes to promote their business.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your career planning and employment assistance services business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. To maintain marketing momentum, many career planning and employment assistance services businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
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