It's difficult to pinpoint a single marketing strategy that is capable of turning around a struggling business. Yet one feature seems to be part of the shared DNA of all effective marketing programs.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
If you haven't done so already, the first step in marketing your pregnancy counseling and information services business is to create a high-quality business website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
Ethically challenged marketers are a dime a dozen in today's economy. Most profitable pregnancy counseling and information services businesses avoid marketing tactics that exploit their customers. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Whether you know it or not, your pregnancy counseling and information services business has brand characteristics. Consumers can view your brand either positively or negatively, but either way they have an impression about your business identity. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
Given your interest in marketing and in pregnancy counseling and information services businesses, you might find these additional resources to be of interest.
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