For every filing equipment systems and supplies business winner, there are a dozen other filing equipment systems and supplies businesses calling it quits.
But regardless of your business model, marketing success can still be found by keeping one eye on sound marketing principles and the other on the needs of customers in the marketplace.
Lone rangers don't survive long in a filing equipment systems and supplies 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.
Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your filing equipment systems and supplies business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
Public Relations Strategies
The beauty of PR is that it can raise awareness of your offerings in a very credible and cost-effective fashion. When filing equipment systems and supplies businesses leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Given your interest in marketing and in filing equipment systems and supplies businesses, you might find these additional resources to be of interest.
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