Smart Marketing Strategies for Niche Markets
Marketing an Ostomy Equipment and Supplies Business
The value and earning capacity of an ostomy equipment and supplies business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
A single characteristic divides today's best ostomy equipment and supplies businesses from companies at the bottom of the food chain.
In fact, a good marketing strategy can level the playing field and help small to medium-sized ostomy equipment and supplies businesses scale their visibility with consumers. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Do We Really Need A Logo?
Having a strong logo for an ostomy equipment and supplies business is a big deal. We live in a visual world and logos are tangible expressions of your organization's key messages. Although it's possible to create your own logo, most internally generated logos lack polish and punch. Even if your logo concept sounds simplistic, we recommend contracting your logo to a professional marketing and design firm because it's likely that the logo will be the face of your company for years to come.
Every piece of collateral your ostomy equipment and supplies business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your ostomy equipment and supplies business's brochures, direct mail letters and other content has no value.
If you haven't done so already, the first step in marketing your ostomy equipment and supplies business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
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