Marketing Tactics for Niche Markets
Marketing a Laboratory Equipment and Supplies Installation Business
The task of promoting a laboratory equipment and supplies installation business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your laboratory equipment and supplies installation business isolated from your base.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your laboratory equipment and supplies installation business in the winners' column.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. 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. These days, laboratory equipment and supplies installation 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.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. There are numerous reasons why laboratory equipment and supplies installation businesses enlist the assistance of external marketing professionals. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.
ROI
Good marketing is expensive. You can't afford to waste money on ineffective tactics for your laboratory equipment and supplies installation business.
Mailings and other direct B2C/B2B channels can deliver decent ROI, but only if the lists are accurate, up-to-date and targeted to your market segment. For filtered and sorted mailing lists, you'll want to work with one of the direct mail industry's leading list providers.
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