Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. 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 lecture and seminar services businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. 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.
Every piece of collateral your lecture and seminar services business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. 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 lecture and seminar services business's marketing collateral will be wasted.
Small business owners sometimes struggle to justify the expense of a marketing consultant, especially if they don't appreciate the role of marketing in their company's long-term success. Although professional marketing advice does represent an additional cost, it's an expense that you will recover many times over through increased sales revenue. By hiring a consultant or marketing firm, you will improve your lecture and seminar services business' most important brand characteristics. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. As we continue to experience changes in the lecture and seminar services business marketplace, exposing your strategy to the influence of capable marketing professional should be a top priority.
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