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Marketing a Specialty Coatings Business

Marketing a specialty coatings business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for specialty coatings business owners and managers.

Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!

Still trying to figure out what differentiates specialty coatings businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Advertise More Effectively

Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. But for specialty coatings 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, specialty coatings businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.

Company Website

If you haven't done so already, the first step in marketing your specialty coatings 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. 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.

Media Monitoring

Some marketing initiatives lend themselves to simple measurement while others are more challenging. 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. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your specialty coatings 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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