We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
Lone rangers don't survive long in a machine shafting business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
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 machine shafting businesses that funnel the bulk of their resources toward a single marketing channel to maintain a noticeable presence in the marketplace. So when you create your marketing strategy, you'll need to consider including print ads, flyers, and even online marketing tactics in the mix. 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.
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. It's not unusual for machine shafting businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
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