Need to improve the effectiveness of your marketing channels for your small appliances service and repair business? You're not alone. More than ever before, the industry is populated with ambitious entrepreneurs eager to make an impression on would-be buyers.
But by creating a strong marketing strategy, you undergird your connection to your base. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your small appliances service and repair business's strategic plan.
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. Any and every small appliances service and repair business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. 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. These days, small appliances service and repair businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. 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.
Given your interest in marketing and in small appliances service and repair businesses, you might find these additional resources to be of interest.
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