October 21, 2020  
 
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Marketing a Cranes, Hoisting, and Rigging Services Business

Marketing plays a central role in any company. But when it comes to a cranes, hoisting, and rigging services business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

A single characteristic divides today's best cranes, hoisting, and rigging services businesses from companies at the bottom of the food chain.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your cranes, hoisting, and rigging services business at the top of the heap.

Strategic Partnerships

When multiple interests join together in a strategic partnership, they gain cranes, hoisting, and rigging services businesses economies of scale, not to mention a larger promotional footprint. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.

ROI

Good marketing is expensive. ROI concerns should be at the forefront of your mind when you think about the many ways you can promote your cranes, hoisting, and rigging services business.

Mailings and other direct B2C/B2B channels can deliver decent ROI, but only if the lists are accurate, up-to-date and targeted to your market segment. For filtered and sorted mailing lists, you'll want to work with one of the direct mail industry's leading list providers.

Directories

Directories are a common tool for finding a cranes, hoisting, and rigging services 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 cranes, hoisting, and rigging services businesses to market segments. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. 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.

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