May 29, 2020  
 
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Marketing an Industrial and Medical Gas Dealers Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own an industrial and medical gas dealers business, exceptional marketing may well be the determining factor in your long-term survival and success.

Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.

Today's small businesses operate in a dynamic sales and marketing environment. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.

Social Media Monitoring

Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. 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 industrial and medical gas dealers businesses are especially vulnerable to negative exposure through social media. 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.

Multichannel Marketing Strategies

Are you up to speed on the multichannel marketing concept?. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.

In today's marketplace, it simply isn't possible for industrial and medical gas dealers businesses that funnel the bulk of their resources toward a single marketing channel to create an acceptable market footprint. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. If direct mail is an area that needs to be added to your mix, professional mailing lists from third-party providers are a no-brainer. We recommend contacting a few select list vendors to learn how you can intelligently incorporate mailing lists into a more diverse marketing strategy.

Customer Awareness

Top industrial and medical gas dealers businesses go out of their way to maintain clear channels of communication with their customers. Consequently, market analysis has become a business priority. Businesses that market blindly fail to achieve acceptable ROI for their efforts. In our experience, market awareness is an equalizer, giving smaller brands greater horsepower in the marketplace.

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