Marketing Advice By Business Type
Marketing a Structural Integration Business
Marketing a structural integration business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
If you're hoping to leverage marketing to give your structural integration business a competitive advantage you're not alone.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a structural integration business at the top of the heap.
Email Campaigns
Email campaigns make use of the fact that most consumers and businesses receive information electronically. More than 50% of all email users check their inbox six or more times a day. 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. For the majority of structural integration 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.
Company Website
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your structural integration 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.
Industry Resources
Lone rangers don't survive long in a structural integration business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
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