How Can I Improve Our Marketing
Marketing a Project Management Business
The task of promoting a project management business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
Marketing is the bridge between an organization and its customer base. Build your bridge poorly and you'll quickly find your project management business stuck in limbo.
Common sense and practical decision making are part of the marketing equation. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive project management businesses utilize in the marketplace.
Directories
Directories are a common tool for finding a project management business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing project management businesses in a region or territory. Although there are plenty of free directory opportunities out there, some directories charge a fee to include your business in their listing. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. As consumers demonstrate a preference for online channels, make sure your listing include your company's web address and possibly even information about your social media presence.
Product Knowledge
Are you intimately familiar with your brands' product line? You better be if you're marketing a project management business. Whether you outsource marketing or handle it in-house, the more familiar marketing personnel are with your products' distinctive characteristics, the easier it will be to devise marketing strategies that differentiate your project management business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
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 project management 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 art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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