How Can I Improve Our Marketing
Marketing a Parenting Information and Education Business
Small and medium size parenting information and education businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.
What to know the characteristics that distinguish leading parenting information and education businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Marketing Consultants
As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. A good marketing firm will help clarify your parenting information and education business' value proposition and messaging. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. Since there is no reason to believe that marketing will become any less important in the parenting information and education business arena, businesses are relying on consultants for creative tactics and techniques.
Price Matching
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing parenting information and education business, customers will transfer loyalty to the competition - and take their friends with them. So whether you like it or not, pricing is a necessary element of your overall marketing strategy. If your business isn't prepared to match standard price points, you'll need to adjust your business model and pricing structure to accommodate the rates that are being charged by other parenting information and education businesses in your area.
Building A Community Around Your Brand
There is a reason why so many businesses are incorporating social media into their marketing and PR strategies. Social media attracts followers and creates brand advocates. Whether they realize it or not parenting information and education businesses need to do a better job connecting with their customers. To establish a solid community base, you may want to begin with a direct mail campaign using mailing lists obtained through top-end list providers. Using these lists, you can perform a direct mail initiative to invite prospects to participate in online brand community mechanisms.
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