We Need Better Marketing
Marketing an Audio Books Business
Small and medium size audio books businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Although innovation is important, consistency is critical when you market an audio books business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Industry Resources
Lone rangers don't survive long in an audio books business. Although there is a tendency to believe that the challenges you face are unique to your business, your competitors face many of the same marketing hurdles and obstacles. To overcome those obstacles, you'll need to tap into industry resources. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Marketing Collateral
Every piece of collateral your audio books business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your audio books business's marketing collateral will be wasted.
Directories
Directories are a common tool for finding an audio books business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing audio books businesses in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Do your research and make sure any directory in which you list your business is capable of reaching enough likely customers to make it worth the effort. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
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