7 ways to improve your marketing communication
Marketing is becoming increasingly consumer-driven. That means communication is changing. The information’s are coming to us also. We must change the way we communicate to be successful. We have to listen to our customers. You can level up your communication strategies many ways. How to start? What is the best for your company? On what should you pay attention? First, what is marketing communication?
Marketing communications is a subset of the overall subject area known as marketing. It is a fundamental and complex part of a company’s marketing efforts, can be described as all the messages and media you deploy to communicate with the market. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Goals of marketing communications are to maintain a brand’s current customer base by reinforcing their purchase behavior by providing additional information about the brand’s benefits and second is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders. Marketing communication includes advertising, direct marketing, branding, packaging, online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more. Integrated marketing communications see the elements of the communications mix ‘integrated’ into a coherent whole. This is known as the marketing communications mix, and forms the basis of a marketing communications campaign. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. A push strategy emphasizes personal selling to push the product through these channels.
How to build the communication helps you inspire the best in yourself, your people and your audience?
The goal of a communication is to drive:
Reach: Opening the ears, hearts and interest of your audience
Resonance: Trust, congruence, purpose
Results: Engagement, buy in-the human factor that makes communication work and grow
Gaining awareness is one of the first steps in the sales process and the main focus of your marketing communications strategy. First, you must get to know your audience, craft your message and track results.
Steps to build effective marketing communication strategies are:
1. Know your audience
The better you know your audience the better you will give them what they want. Successful marketing begins with understanding audience. Find out about your current customers and why they choose your products or services. Put a research plan in place to help fill in any gaps relating to demographics, purchase patterns and other insights into when, where, why and how people purchase your products. Communication is about empowering them, their clout, and their power to resonate with your message. It is a message that talks about them and to them. It is all about them, not you.
2. Be authentic
People want authentic communication. They want to know that behind is a human being. Be flexible and spontaneous and plan your brand voice til lit be perfect.
3. Show your personality
Be the voice that delights your customers. They will talk about your brand, essentially driving new content creation. Content will then reach other customers and prospects delivering your message naturally. People prefer a connection over information, so talk with your buying personas and give them content they enjoy. Uncover your unique selling proposition. It focuses on a unique problem that you solve better than anyone else. Your USP must be compelling and strong enough to move people to act.
4. Sharpen Your Brand Look and Feel
Your brand must speak to the customer in a contemporary, relevant manner. It needs to support your operational USP and accurately represent your market. Be honest, sincere and true to the heart of your business.
5. Communication
Present your idea through different mediums, but maintain the original message. This is where consistency is the key, your message is the voice of your company, it should be communicated throughout every media.
6. Gain insight
Make a SWOT analysis to gain some insights. This will help you to get some answers. What are some external factors and trends that could help you or may threaten your business?
7. Ask the right questions and you will get the right answers
Your ability is to build focus on WE by listening more and asking questions that help your audience share their values. You will find the common thread, the shared objectives and values that transcend the noise and general boundaries before you.
Company owners often inspire customer trust by presenting the personal story that led to the business’s creation. A business clearly presents its products, along with projected customer benefits. The business illustrates why its product is superior to similar competitors’ products. A company utilizes customer testimonials to highlight a product’s value. A business often creates customer goodwill by developing an informational sheet on a customer-focused topic. Integrated marketing communications strategy is the process of resisting immediate connection in order to receive a stronger or more enduring relationship in the future.
