Business Marketing Advice
Marketing a Road Treatment and Dust Control Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a road treatment and dust control business, exceptional marketing may well be the determining factor in your long-term survival and success.
If you are a business leader who sees marketing as a path to give your road treatment and dust control business a larger market presence you're not alone.
Purpose in marketing is the key to success in this space. From our vantage point, it's clear that profitable road treatment and dust control businesses achieve market dominance through the careful execution of deliberate strategies. Your company is one-of-a-kind. But your marketing strategy will need to include a handful of features that are common to the industry's top performers.
Social Media Monitoring
Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. 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 road treatment and dust control businesses have too much at stake to ignore derogatory social media mentions. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
Staffing Expertise
An effective marketing strategy meticulously delegates tasks to capable stakeholders. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. To maintain marketing momentum, many road treatment and dust control businesses outsource marketing to a professional firm. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your road treatment and dust control business, that's PR. 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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