It's difficult to pinpoint a single marketing strategy that is capable of turning around a struggling business. However, great marketing strategies share a common characteristic.
The right market approach lets smaller dietician business scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.
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 dietician 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.
Social Media Monitoring
Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. Most dietician business are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
Do you have a new marketing idea that will transform your industry? Don't be so sure - at least not until you have explored what the competition is doing. Innovation is desirable in marketing, but if your company doesn't maintain a presence in the channels that are being used by other dietician business, there's a good chance that you're missing something. Although you might be convinced that a new strategy will give your company an edge, it's reassuring to consult with a professional marketer before you go too far down the road.
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