3 Marketing Essentials Every Business Owner Should Have
There are tons of marketing tools out there. From fancy websites to complex PR strategies, there are as many ways to approach your marketing efforts as there are potential clients. We know it can be overwhelming, so let’s take it one step at a time.
As a marketing company, we run into issues often where not having the right marketing tools prevents or hinders us from gaining maximum coverage when an opportunity arises. And, a lot of it can be easily avoided.
Today, we’re going to share three marketing essentials every integrator should have in their basic marketing toolkit. Having these basics in place will not only help you build credibility and establish your brand, you’ll also be ready at a moment’s notice to take advantage of impromptu marketing opportunities to gain additional exposure – like a case study with one of your manufacturers.
Your logo is your calling card and most basic branding element. In many cases, your logo will be the first thing people see; in trade shows, product packages, vehicles, uniforms, business cards, promotional opportunities, social media, etc.
Many companies create several versions of their logo to fit any possible need: Full color, Black & White, Reverse (for dark backgrounds), vertical, horizontal, icon alone, with and without the tagline, etc. This will allow you to provide the best logo for each placement.
Pro Tip: You should have your hi-res logo readily available in a variety of formats: PNG (no background), JPEG, and the editable file (some people will call this vectors). Unless the editable file is requested, prefer to share the PNG version of your logo. A brand style guide could be helpful, too.
To take a deeper dive into the things you should consider when developing a logo, check out this blog post.
A good installation photo alone can sell you. For us, we would call this building your portfolio. Quality photos/images communicate that you take your business seriously and presents you as a trustworthy provider to your possible customers. Just trust us on this one.
Pro Tip: Have a great project coming up? Ask your client if you can take pics of the installation process (get a photo release signed) and hire a local photographer to document everything. You have to add this step into the job process, because once you leave it makes no sense and could be invasive to go back. Make sure to naturally integrate your logo on the pics. You can use these photos on your website, social media, google business listing, brochures, review websites and more!
Reviews and customer testimonials are the new business currency. Almost no one will make any type of purchase without checking online reviews, customer testimonials, or being referred by a past customer. But you can’t leave this up to chance. Just like the installation photos, you must be intentional about collecting customer testimonials with a systematic strategy that feeds your credibility.
Pro Tip: Creating profiles on review websites will not only make it easier for customers to find and talk about their experience with your services but will also boost your search engine rankings. Regularly monitor these sites and respond to every single reviewer by thanking them for their support or addressing any issues they mention.
These three marketing basics are the minimum requirements any business should readily have to support their marketing. Be intentional in your marketing efforts and put systems in place that will allow you to continually collect valuable content, such as photos and testimonials. And, invest in training your employees to make marketing an ingrained part of everyone’s efforts. It is, after all, in every stakeholder’s best interest to ensure your business’ success.