May 31, 2020  
 
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Marketing a Lapidary Equipment and Supplies Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a lapidary equipment and supplies 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 lapidary equipment and supplies business a competitive advantage you're not alone.

Great marketing translates into higher visibility and a larger customer base. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a lapidary equipment and supplies business at the top of the heap.

Technological Expertise

The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by lapidary equipment and supplies businesses is the need to increasingly incorporate technological marketing solutions into the marketing mix. In addition to marketing professionals, many businesses now include IT units as valued partners in their strategic marketing efforts.

Multichannel Marketing Strategies

Are you up to speed on the multichannel marketing concept?. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.

In today's marketplace, it simply isn't possible for lapidary equipment and supplies businesses that funnel the bulk of their resources toward a single marketing channel to remain competitive. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.

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. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. All lapidary equipment and supplies businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

More Marketing Tips and Related Articles

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

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