The struggle to find the right marketing mix is never-ending in a profit-oriented small business. However, great marketing strategies share a common characteristic.
Purpose in marketing is the key to success in this space. The most successful illustrators businesses achieve market dominance through the careful execution of deliberate strategies. The inclusion of innovative tactics and techniques is important, but the consistent application of sound marketing principles may be the most important factor in raising your brand's visibility with buyers.
Hiring A Marketing Firm
Sooner or later, most illustrators business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Once you decide to hire a professional marketing firm for your illustrators business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
Building A Community Around Your Brand
Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Although they invest heavily in other marketing channels, most illustrators businesses are struggling to find ways to communicate directly with customers - and for businesses, that's the whole point of maintaining an active presence in social media. Direct mail campaigns featuring mailing lists from a reliable list partner can jumpstart a social media drive by expanding your customer base and alerting them to your social media presence.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. 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 illustrators businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it's essential to develop a system for regularly monitoring your company's presence in social media, followed by positive customer engagements.
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