How Can I Improve Our Marketing
Marketing a Postage Equipment and Service Business
Looking for innovative ways to market a postage equipment and service business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.
Novice marketers are typically unprepared for the challenge of promoting brands and products in the competitive arena.
When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your postage equipment and service business and drives the customer acquisition process.
Public Relations Strategies
Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. When postage equipment and service businesses leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.
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. All postage equipment and service businesses are especially vulnerable to negative exposure through social media. 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.
Advertise More Effectively
The number of advertising options to choose from can be overwhelming. Traditional advertising mediums like print ads, billboards, TV & radio commercials, are still popular in many industries and business sectors. That's why for postage equipment and service businesses, dwelling in the past isn't an option. It's time to get onboard with the marketing trends that are delivering results throughout the industry. Increasingly, postage equipment and service businesses are leveraging digital assets to communicate brand messages through powerful online channels, maximizing ROI and gaining a more direct pipeline to their customers. In general, if your competitors know more about promoting their business online than you, you may lose market share.
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