Marketing is much more than classified ads, business cards, and brochures.
A robust marketing plan cements your company's relationships with customers. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your sheltered workshops business's strategic plan.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. For example, if you buy a mailing list and conduct a direct mail campaign, you should have little difficulty measuring the campaign's effectiveness and ROI. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your sheltered workshops 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.
Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. In a sheltered workshops business, it's worthwhile to invest in strategies to promote brand conversations. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your sheltered workshops business is also the anchor point for your technological strategy: A company 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. But you will also need to consider how you will attract visitors to your site and what you will do with them once they are there -- and that means you'll need to include SEO and conversion path considerations in the web design process.
Given your interest in marketing and in sheltered workshops businesses, you might find these additional resources to be of interest.
For those who want to open a sheltered workshops business, these resources provide helpful advice:
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