How Can I Improve Our Marketing
Marketing a Programmed Instruction Business
A profitable programmed instruction 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.
Marketing a programmed instruction business is a case study in business evolution, with innovative tactics and techniques being rolled out on a continuous basis.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any programmed instruction business owner who is willing to learn what it takes to promote their business.
Product Knowledge
Product knowledge is a fundamental requirement for marketing a programmed instruction business. Small product details translate into key value propositions which are critical for distinguishing a programmed instruction business from the rest of the field. If necessary, conduct product information meetings before launching a major marketing initiative.
Social Media Monitoring
Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. 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. Most programmed instruction businesses have too much at stake to ignore derogatory social media mentions. 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.
Promotional Calendars
Sloppy marketing programs have no place in growing programmed instruction businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
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