May 29, 2020  
 
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Marketing an Inks Wholesale and Manufacturers Business

Small and medium size inks wholesale and manufacturers businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

We recognize that the best inks wholesale and manufacturers business entrepreneurs are adept at promoting their brand and products. Yet in this industry, the characteristics of able marketers aren't always obvious.

A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of inks wholesale and manufacturers business marketing success.

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 art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

Marketing Expertise

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. Resources are limited and most inks wholesale and manufacturers 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. 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.

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 inks wholesale and manufacturers businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

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