Marketing is the bridge between an organization and its customer base. Build your bridge poorly and you'll quickly find your woodworking business cut off from the marketplace.
What to know the characteristics that distinguish leading woodworking businesses from the competition? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Some marketing strategies may be effective, but don't make the grade in the area of ethics. Successful woodworking businesses run tight ships, governed by a code of ethics that treats customers like true partners. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.
Advertise More Effectively
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 The marketing channel that was hot last year may no longer be effective and has been replaced by yet another can't miss marketing alternative. But for woodworking 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, woodworking businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. To learn best practices of online advertising, learn from pure-play online businesses, as the principles they use for promoting an online business are very relevant to promoting any business online.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. 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. All woodworking businesses have too much at stake to ignore derogatory social media mentions. 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 woodworking businesses, you might find these additional resources to be of interest.
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