Marketing Advice By Business Type
Marketing a Sign Design Services Business
Small and medium size sign design services businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Marketing is the bridge between an organization and its customer base. Build your bridge poorly and you'll quickly find your sign design services business isolated from your base.
When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your sign design services business using a carefully crafted mix of techniques and tactics.
Email Campaigns
Today's consumers are extremely tech-savvy. They rely on social media and email to both receive and transmit brand messages. So if you can deliver messaging to your customers' inboxes, the likelihood it will be seen and read by a large percentage of recipients is extremely high. In many sign design services businesses, the real challenge is compiling a substantive quantity of qualified email addresses. At Gaebler, we recommend buying mailing lists from professional, third-party providers. Purchased lists aren't the only source for customer contacts, but they can be used to create fast momentum for email campaigns and other initiatives.
Product Knowledge
There is no substitute for being able to speak convincingly about your products in a sign design services 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 sign design services business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
Company Website
Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your sign design services 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.
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