Marketing a hearing protection business is an unforgiving exercise, full of hurdles and hidden challenges.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. 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 hearing protection businesses have too much at stake to ignore derogatory social media mentions. 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.
Improve Your Business Sign
Good signage is a Business 101 concept. Even though hearing protection businesses are very different from each other, every company in this space should thoughtfully consider what your signage says to potential customers. There are multiple issues that need to be considered when designing business signage, not the least of which is the message your business sign sends to your customers.
Given the fact that signage in hearing protection businesses has unique characteristics, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.
Every piece of collateral your hearing protection business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your hearing protection business's investment in collateral will be pointless.
Given your interest in marketing and in hearing protection businesses, you might find these additional resources to be of interest.
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