We Need Better Marketing
Marketing an Asphalt Pavement Repair and Maintenance Business
The task of promoting an asphalt pavement repair and maintenance business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
If you are a business leader who sees marketing as a path to give your asphalt pavement repair and maintenance business a larger market presence you're not alone.
Like it or not, product quality alone doesn't deliver repeat customers. These days, customers expect value and nothing communicates value more than a solid marketing plan.
Strategic Partnerships
When multiple interests join together in a strategic partnership, they gain asphalt pavement repair and maintenance businesses economies of scale, not to mention a larger promotional footprint. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.
Media Monitoring
Many marketing techniques are easy to evaluate. Outsourced lead generation through reputable mailing list vendors facilitates easy measurement and evaluation for direct mail campaigns. The difficulty comes when you are tasked with quantifying market presence and brand influence. With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your asphalt pavement repair and maintenance business has in the public sphere. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. 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. Most asphalt pavement repair and maintenance businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. 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.
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