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Marketing a Videoconferencing Equipment and Systems Business

There is little room for error in marketing a videoconferencing equipment and systems business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

Marketing a videoconferencing equipment and systems business can quickly take a wrong turn if you don't have a roadmap.

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. On the upside, great marketing is a real possibility for a videoconferencing equipment and systems business with a strong value proposition and a desire to achieve a visible market presence.

Viral Marketing

Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. When you're marketing a videoconferencing equipment and systems business, there are no guarantees your efforts will be rewarded. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of videoconferencing equipment and systems businesses need to make every dollar count, especially when it comes to their marketing budgets. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your videoconferencing equipment and systems business, that's PR. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.

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