For a directory and guide publishers business, exceptional product quality is only part of the struggle to meet revenue goals.
A robust marketing plan cements your company's relationships with customers. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your directory and guide publishers business's planning process.
Lone rangers don't survive long in a directory and guide publishers business. Although there is a tendency to believe that the challenges you face are unique to your business, your competitors face many of the same marketing hurdles and obstacles. To overcome those obstacles, you'll need to tap into industry resources. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
Directories are a common tool for finding a directory and guide publishers 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 directory and guide publishers businesses in a region or territory. 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.
Every piece of collateral your directory and guide publishers business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. 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 directory and guide publishers business's investment in collateral will be pointless.
Given your interest in marketing and in directory and guide publishers businesses, you might find these additional resources to be of interest.
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