October 24, 2020  
 
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Marketing a Fiber Optic Communications Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a fiber optic communications business, exceptional marketing may well be the determining factor in your long-term survival and success.

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

What to know the characteristics that distinguish leading fiber optic communications businesses from average companies? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.

Do We Really Need A Logo?

Having a strong logo for a fiber optic communications business makes an enormous difference in your company's promotional impact. In tight markets, logos differentiate one company from the next. More importantly, a good logo can differentiate your value proposition from your competitors. Creating a unique logo is more difficult than it sounds. In addition to quality design, you need to be concerned about infringing on the proprietary rights of other logos in your industry and throughout the marketplace.

Viral Marketing

There isn't a simple formula for launching a viral marketing campaign. When you're marketing a fiber optic communications business, you ultimately have to cross your fingers and hope for the best. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.

Promotional Calendars

Sloppy marketing programs have no place in growing fiber optic communications businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

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