A single characteristic divides today's best divorce and mediation services businesses from the ones that are struggling to keep the doors open.
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 divorce and mediation services business ahead of the competition.
Multichannel Marketing Strategies
Are you up to speed on the multichannel marketing concept?. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.
A single channel approach just isn't enough for a divorce and mediation services business to maintain a noticeable presence in the marketplace. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. If direct mail is an area that needs to be added to your mix, professional mailing lists from third-party providers are a no-brainer. We recommend contacting a few select list vendors to learn how you can intelligently incorporate mailing lists into a more diverse marketing strategy.
Lone rangers don't survive long in a divorce and mediation services business. An awareness of industry resources can mitigate the isolation of ownership and result in a more stable (and more productive) leadership experience. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many divorce and mediation services businesses can still use it to their advantage. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. For divorce and mediation services businesses, a combination of marketing venues is preferable to relying exclusively on local broadcast opportunities.
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