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Marketing a Metals Business

A profitable metals business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

Need to improve the effectiveness of your marketing channels for your metals business? That's becoming a common theme these days, especially in this market sector.

In general, good business owners make good marketers. But as an innovative business leader, you need to follow the strategies that other metals businesses utilize in the marketplace.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. As a way to improve performance and time management, owners of metals businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Media Monitoring

Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your metals business a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.

Directories

Directories are a common tool for finding a metals business. Yellow pages, industry listings, online databases, and other directory options are routinely used as vehicles for promoting metals businesses in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Also, be sure to update your directory listings whenever your contact information changes.

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