October 27, 2020  
 
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Marketing a Designers Business

You're heavily invested in the success of your designers business and failure isn't an option. That means you'll also need to invest yourself in the strategies and techniques it takes to effectively market your brand in the marketplace.

As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.

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 designers business with a strong value proposition and a desire to achieve a visible market presence.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. The most successful rebranding initiatives are the culmination of a deliberate process. For a designers business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. These days, designers businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

Marketing Collateral

Every piece of collateral your designers business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your designers business's investment in collateral will be pointless.

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

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Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to designers businesses, and we welcome your feedback, tips, and questions!


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