We recognize that the best union and labor organization owners are skilled marketers. Yet in this industry, the characteristics of able marketers aren't always obvious.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the strategies that other union and labor organizations have incorporated into their marketing plans.
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. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. All union and labor organizations 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.
Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. When you're promoting an union and labor organization, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
Measurement & Evaluation
By purchasing high quality mailing lists from reliable providers, union and labor organizations can automatically improve marketing ROI. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, union and labor organizations often choose to consult with professional marketers for assessment tools and strategic insights.
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