Marketing Plans for Niche Markets
Marketing a Workstations and Servers Business
Trying to market a workstations and servers business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
If you are a business leader who sees marketing as a path to give your workstations and servers business a competitive advantage you're not alone.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Directories are a common tool for finding a workstations and servers business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing workstations and servers businesses to both broad and targeted customer bases. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
When It's Time to Rebrand
Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. Rebranding is an intentional marketing technique designed to deliver long term results. For a workstations and servers business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
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. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your workstations and servers business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your workstations and servers business the ability to control bad buzz when it appears in the marketplace.
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