How Can I Improve Our Marketing
Marketing a Point of Sale Systems Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a point of sale systems business, exceptional marketing may well be the determining factor in your long-term survival and success.
Need to improve the effectiveness of your marketing channels for your point of sale systems business? We're not surprised. Many small business owners in this industry aren't happy with their current marketing scheme and are desperate to identify a path for improvement.
A robust marketing plan cements your company's relationships with customers. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your point of sale systems business's planning process.
Industry Resources
Lone rangers don't survive long in a point of sale systems 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. Even though trade journals have value, we've found that the best insights are often gained through face-to-face contact with industry insiders.
Company Website
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your point of sale systems 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.
Managing Negative Publicity
A certain amount of negative publicity is a given for most point of sale systems businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any point of sale systems business interested in controlling negative messages. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
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