The marketing model for a drain odor detection business has changed dramatically over the past twenty years.
What to know the characteristics that distinguish leading drain odor detection businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. 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. All drain odor detection businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it's essential to develop a system for regularly monitoring your company's presence in social media, followed by positive customer engagements.
Small organizations lack the scale to command a large segment of the general marketplace. However, niche marketing meets the needs of drain odor detection businesses trying to establish a larger footprint in a targeted market segment. To be effective, niche marketing requires attention to the kinds of details many businesses overlook. A keen awareness of your company's unique value proposition is a prerequisite for success in this approach.
As a side note, it's important to customize your marketing tools to accommodate a niche strategy. Leading mailing list providers can filter contacts for more cost-efficient and effective direct mail campaigns.
Hiring A Marketing Firm
Think you can handle your own marketing? There is a reason why many drain odor detection business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Cost is a consideration, but if you're thinking about hiring a marketing firm for your drain odor detection business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
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