Marketing a consumer information business has historically adapted to changes in consumer buying patterns and the market itself.
By leveraging today's best marketing techniques, any consumer information business can achieve greater marketing dominance through strategic marketing and robust value messaging
Directories are a common tool for finding a consumer information 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 consumer information businesses in a region or territory. Although there are plenty of free directory opportunities out there, some directories charge a fee to include your business in their listing. 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.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your consumer information business a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
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. To maintain marketing momentum, many consumer information 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.
Given your interest in marketing and in consumer information businesses, you might find these additional resources to be of interest.
For those who want to open a consumer information business, these resources provide helpful advice:
If you want information on how to sell to consumer information businesses, there's more useful information for you elsewhere on our site. These guides are more appropriate for you:
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