A single characteristic divides today's best office furniture businesses from companies at the bottom of the food chain.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of office furniture business profitability.
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. However, social media also has a dark side -- negative mentions. All office furniture businesses are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
At some point, your office furniture business will engage in direct mail marketing tactics. Unlike other marketing tactics, direct mail has the potential for exceptional ROI, as long as the messaging is strong and your mailing list is targeted toward likely customers. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
When multiple interests join together in a strategic partnership, they gain office furniture businesses avenues for combining the power of their marketing dollars and messaging with suppliers of complementary products. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.
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