Although innovation is important, consistency is critical when you market an audio books business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
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.
Lone rangers don't survive long in an audio books business. Although there is a tendency to believe that the challenges you face are unique to your business, your competitors face many of the same marketing hurdles and obstacles. To overcome those obstacles, you'll need to tap into industry resources. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Every piece of collateral your audio books business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your audio books business's marketing collateral will be wasted.
Directories are a common tool for finding an audio books 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 audio books businesses in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Do your research and make sure any directory in which you list your business is capable of reaching enough likely customers to make it worth the effort. 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.
Given your interest in marketing and in audio books businesses, you might find these additional resources to be of interest.
For tips on how to start an audio books business, these resources provide helpful advice:
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