A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your consultants' support services business isolated from your base.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
It makes sense for consultants' support services businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. As a result, a primary concern of growth-oriented consultants' support services businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.
Like many businesses, consultants' support services businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For the majority of consultants' support services businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.
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