Differentiating document technology firms is becoming more difficult. Multi-function devices, copiers and printers all seem to do the same thing, no matter the manufacturer.
Many of these firms are now employing managed print services, office architecture, specialized software and other products to separate themselves from the pack.
Becoming the leader in their market, however, takes more than good salespeople. Firms need to have service people, tech people and customer service staff who are all on-board as part of the marketing team.
Putting the right marketing structure in place leads to better customer service, more cross-sell opportunities, more leads, more revenue, and an outstanding return on investment.
Docu-Tech companies should pursue various branding opportunities. This can include a public relations campaign which focuses not only on highlighting the company but also key employees.
Article entries can be written for press but also for purposes of blogging. The goal is to differentiate key staff members as thought leaders and segment experts.
Community awareness programs should be conducted to showcase the firm in a different light and build connections with charitable boards and local leaders.
Special events can be created that also separates one firm from the rest of the marketplace.
In an era when multi-national corporations are purchasing local competitors one can still outflank their shotgun approach with a strategically targeted local campaign.
An experienced public relations or marketing firm can be a great partner that helps elevate a docu-tech business to the next level.