In general, good business owners make good marketers. But as an innovative business leader, you need to follow the marketing tactics competitive analytical testing laboratories utilize in the marketplace.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.

Marketing Expertise

Whether you're a marketing newbie or a seasoned veteran, you need to make a deliberate effort to educate yourself about innovative marketing principles. Entrepreneurs and leaders of analytical testing laboratories need to make every dollar count, especially when it comes to their marketing budgets. Although a learning-by-doing approach is typical in this industry, we advise young marketers to seek the input of experienced professionals before committing time and resources to untested marketing concepts.

Leveraging Print Ads

Print advertising has been a marketing staple for analytical testing laboratories. Historically, Gutenberg's invention has been used for a broad range of commercial and promotional applications. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your analytical testing laboratory through traditional print ad mediums. In fact, since so many companies are reallocating resources toward online advertising, you can get good deals on print ad placements in regional publications and markets.