How Can I Improve Our Marketing
Marketing a Publishing Consultants and Services Business
There is little room for error in marketing a publishing consultants and services business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
What to know the characteristics that distinguish leading publishing consultants and services businesses from other businesses in the industry? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. It's a fact: A publishing consultants and services business possesses brand value. Consumers can view your brand either positively or negatively, but either way they have an impression about your business identity. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. Increasingly, publishing consultants and services businesses to distribute periodic (monthly or quarterly) newsletters through a variety of online and offline channels. As an added bonus, newsletter subscription lists can double as mailing lists for direct mail or email campaigns.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. 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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