October 29, 2020  
 
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Marketing a Hardwood Business

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

If you are a business leader who sees marketing as a path to give your hardwood business a competitive advantage you're not alone.

Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.

Measurement & Evaluation

By purchasing high quality mailing lists from reliable providers, hardwood businesses may be able to increase the impact of their marketing tactics. For even greater returns, you'll need to explore ways to improve measurement and evaluation. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Given the importance of measurement and evaluation, hardwood businesses typically expand their knowledge base by hiring professional marketing firms.

Company Website

Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your hardwood 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.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of hardwood businesses can't afford to invest large sums of money in untested strategies or first-time marketers. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of the marketplace.

More Articles on Marketing

Given your interest in marketing and in hardwood businesses, you might find these additional resources to be of interest.

Selling a Hardwood Business

Marketing Programs

Internet Marketing

Magazine Advertising


Conversation Board

Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to hardwood businesses, and we welcome your feedback, tips, and questions!


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