October 23, 2020  
 
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Marketing a Community and Civic Organizations Business

The value and earning capacity of a community and civic organizations business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Novice marketers are typically unprepared for the challenge of promoting brands and products in the competitive arena.

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 community and civic organizations business willing to adapt its strategy to the demands of the marketplace.

Directories

Directories are a common tool for finding a community and civic organizations 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 community and civic organizations businesses to both broad and targeted customer bases. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Unless all of your major competitors are listed in a paid directory, it may be better to take a pass and redirect your funds toward other advertising venues. 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.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of community and civic organizations businesses enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways community and civic organizations businesses may be able to increase the impact of their marketing tactics. For even greater returns, you'll need to explore ways to improve measurement and evaluation. Measurement and evaluation mechanisms have value for any number of reasons, including the ability to shift your resources toward the marketing channels that are delivering the greatest returns. Simple quantitative tools are a good start. However, community and civic organizations businesses frequently go outside of the organization for expertise.

More Marketing Tips and Related Articles

Given your interest in marketing and in community and civic organizations businesses, you might find these additional resources to be of interest.

Unique Selling Positions

Selling a Community and Civic Organizations Business


Conversation Board

The community and civic organizations business industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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