How Can I Improve Our Marketing
Marketing a Paternity Testing Business
A profitable paternity testing business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
With a little luck and lot of hard work, any paternity testing business can achieve greater marketing dominance through strategic marketing and robust value messaging
Media Monitoring
Measurement and evaluation are critical considerations for effective PR and marketing plans. Outsourced lead generation through reputable mailing list vendors facilitates easy measurement and evaluation for direct mail campaigns. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your paternity testing business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your paternity testing business the ability to control bad buzz when it appears in the marketplace.
Industry Resources
Inexperience and a lack of industry connections have an isolating effect on owners of a paternity testing business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
Company Website
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your paternity testing business is to create a high-quality business 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. But you will also need to consider how you will attract visitors to your site and what you will do with them once they are there -- and that means you'll need to include SEO and conversion path considerations in the web design process.
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