Thought Leadership and Marketing
May 21, 2018   Dave Lewis

…or why you see SnailWorks so much… We spend a lot of time on the road and at the keyboard at SnailWorks.  This year we’ll speak  at more than a dozen PCC’s and the National Postal Forum, publish at least four white papers, put out a monthly newsletter, 52 weekly mini-newsletters, and more.  And none of that is advertising.  Advertising is a whole other thing. Oh – and we’ll grow.  A lot.  Coincidence? We view this piece of our business as thought leadership.  We have made ourselves experts on coordinated direct marketing and mail tracking, and we spend a lot of time sharing what we know.   While we are not shy about a little self-promotion mixed in with our education – I mean we are very fond of ourselves – our primary aim is education. We share our marketing strategies with our customers in articles like this.  We don’t have a lot of secret strategies, but we have been successful at growing a business.  We’re pretty confident our customers have too. So, if you’re an expert on direct mail, share that expertise.  Help your customers become better at their mail.  Talk to them about new postal programs and regulations, marketing you’ve seen work well, new business processes that have worked for you – whatever you’re an expert at.  Talk about it to local ad clubs, your PCC, send an email newsletter – or a direct mail one.  The key thing is don’t make it all promotional – make it educational. The more you establish yourself as a thought leader in your market segment, the  more you become the go-to person when prospective customers have a question – and inevitably business will follow.  

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