Why you need the Red Thread in your marketing.

What do I mean by the red thread? It’s that constant underlying theme throughout all your marketing and business activities. It’s there in everything that you do from your campaigns, messaging to your products and sales.

We all stumble across them, the emails which look really good and when we click on them the landing page we open does not match the email. It’s like the email comes from one company and the website is from another. This type of situation is confusing and we end up just leaving going away thinking what was that…

It’s a common mistake that happens in companies and organisations large and small, especially when there are different teams managing the website, emails and social media content.

Having a clear and consistent red thread throughout all your marketing campaigns and content will ensure that no matter where your potential customer views your content they will be able to immediately recognise your brand.

It doesn’t take much to do a quick check if your campaign has the red thread, here are two great questions to ask every-time:

  1. Does all the content resonate with the same underlying message?
    - Blog Posts
    - Landing pages
    - Images used
    - Social media posts
    - Videos

2. Does this red thread resonate with the company values and brand? (A campaign which does not resonate with your brand may be great in the beginning, but it can harm your brand image in the long run).

If you answer no to any of the above questions, then it is a good idea to do a review of your marketing campaign. If you cannot find the underlying message how can you expect your potential customers to?

Along with using this concept for your marketing campaigns, it is also a method that you can take throughout your whole company. What is the underlying message and theme in the company? What are you trying to achieve? What is your why?

When all teams are on board and have the red thread in mind in all their work it makes it easier for everyone to be on the same page. Product teams will create products with this essence. Sales teams will be able to build this into their sales pitches, and it can be taken across all areas of the company.

The red thread is just as important for marketing as it is for the whole business, and one of the most common questions I ask myself and also in meetings to anyone is “What is the red thread?” It is an easy and powerful question to bring everything into alignment.

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