Leveraging Your Certification
Once you have gained your Quality in Business Certification you need to ensure that you are getting the full marketing potential out of your investment and hard work. You have the edge over un-certified businesses, so the promotion of your certification status should be a key part of your marketing strategy.
The key to getting the best marketing ROI from your Certification is both visibility and helping your clients understand the significance of the Certification you have gained and how it will benefit them. If all you’ve done so far is hang the certificate on the wall and use the logo on your marketing materials, you are really missing out.
Below are some ideas on how to get the full marketing potential out of your certification:
Display the Certification Mark in Public Places
Most organisations know to hang their certification in the reception area or add it to their signage on the building. However, an underused and powerful strategy is to exhibit the certification mark on uniforms, exhibition stands or your corporate vehicles. You can encourage your sales staff to carry the certificate in their portfolio and add the logo to their name badges.
Place the Certification Mark on Office Stationery
Consider putting the certification mark on all of your printed materials including: business cards, letterhead, folders, and other corporate stationery items.
Place the Certification Mark on Product Packaging and in Marketing Communications
Your certification mark can be used on a variety of communications including product packaging, point of purchase displays, websites, and marketing collateral. Establish credibility with your audiences across channels by promoting your certification in a visual way. Please note that use of the mark must be reviewed by the International Trade Council. Send materials to firstname.lastname@example.org for approval.
Use the Certification Mark Online
Use the Certification Mark on your website, digital banners, and other downloadable materials. Be sure to include an electronic copy of your certificate on your website for fast and easy download by customers and suppliers.
Display the Certification Mark on Social Media
A tweet here and a post there… Use every platform you have to spread the word. Social media is a great place to start because your message can be easily read and shared by your clients. It’s a simple way to share such important news.
Issue a Press Release
Prepare and distribute a press release announcing the Certification to key media, including industry magazines, trade organizations, and local newspapers. By doing this you can raise your profile dramatically and gain exposure to new customers with very little effort.
Write a Letter or E-Mail To Customers and Suppliers
Announce the good news to customers and suppliers with a letter or e-mail from your president or CEO, or an article in your company newsletter.
Make a Blog Post
Create a blog post celebrating your certification. Explain what it actually means and what standards your business has met in order to qualify. Include the certification symbol so your clients learn to recognize it.
Display in Your Email Signatures
Usually overlooked, this little piece of prime real estate is begging for your attention. Your clients will read the signature so make sure it tells them you are certified. It really adds to your credibility.
Showcase in Your Company Description
Include the Certification Mark as part of your company description in materials such as tender documents, quotes and corporate profiles.
Tell the World via Your Newsletter
Successful certification is a wonderful piece of news to share with your readers. They subscribe because they are already interested in what you offer. Your Quality in Business Certification might be all they need to see to convert them from readers into clients.
Host an Event
Consider hosting a breakfast or brunch in recognition of the Quality in Business Certification achievement.