Marketing Advice By Business Type
Marketing a Smokestacks Business
Marketing a smokestacks business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
Although innovation is important, consistency is critical when you market a smokestacks business. For businesses in this sector, solid execution and a commitment to core messaging are the most valuable marketing traits.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of smokestacks business marketing success.
Expand Your Advertising Options
Advertising options come and go. The marketing channel that was hot last year may no longer be effective and has been replaced by yet another can't miss marketing alternative. That's why for smokestacks businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, smokestacks businesses are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
If you haven't done so already, the first step in marketing your smokestacks business is to create a high-quality business website. A functional and attractive company website is no longer an option for businesses with a long-term outlook. Content, architecture, and features are important consideration when creating a website. 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.
Measurement and evaluation are critical considerations for effective PR and marketing plans. 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. However, measuring the amount of influence your brand has in the marketplace can be trickier. Fortunately, media monitoring has the ability to give your smokestacks 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.
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