If it's executed properly, marketing spans the gap between your brand and your audience. If you fail to recognize the primacy of good marketing you'll quickly find your custom woodworking business cut off from the marketplace.
For industry insiders, it's becoming apparent that marketing ability is just as important as the quality of the deliverables you produce. The good news is that good marketing is achievable by any custom woodworking business owner who is willing to learn what it takes to promote their business.
Many marketing techniques are easy to evaluate. 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. With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your custom woodworking business has in the public sphere. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
Expand Your Advertising Options
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. That's why for custom woodworking businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, custom woodworking businesses are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
Directories are a common tool for finding a custom woodworking 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 custom woodworking 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.
Given your interest in marketing and in custom woodworking businesses, you might find these additional resources to be of interest.
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