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 image processing equipment and systems 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.
Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your image processing equipment and systems business is also the anchor point for your technological strategy: A company website. A shoddy, thrown-together website is a net loss for your organization. To compete online, your website has to contain features and design elements that encourage visitors to drill deeper and incorporate the site into their online routines. But you will also need to consider how you will attract visitors to your site and what you will do with them once they are there -- and that means you'll need to include SEO and conversion path considerations in the web design process.
Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of image processing equipment and systems businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of 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. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
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