Wonderful flashy graphics, bright colors and spinning messages, they may look great but do your potential customers actually know what you are trying to say?
I think the biggest mistake we make in marketing is making everything so difficult for consumers to understand that they just don’t get what it is we do. And if they don’t understand it, they won’t feel compelled to act or buy… Marketing is about informing consumers about your products and services and telling them why they should pick you over your competitor – it really is that simple.
Are you doing that? If you are not it’s time to really analyse your marketing strategy and evaluate the point you’re trying to get across.
How do you do this? It’s by moving a customer from the point of just attracting their attention to inspiring them to actually take action – which is making a purchase from you. There are four basic (but often forgotten) steps to doing this.
- Step 1: Get their attention
You have competition, it doesn’t have to be a lot of competition – but you have competition. It is up to you to get the attention of your consumers. Do you know how to do that? You speak to their need. You inform of them of the solution that you provide for that need. If you don’t provide a solution that benefits their business – it’s time to get back to the drawing board.
- Step 2: Create a marketing message that speaks to them
You know your solution, and you know they need it, now you have to create a message that says “I’m your answer.” Have you done that with your marketing message? If not, why do you think they will buy your products or services? If you don’t inform them about your product who will? Craft your marketing message so it’s easy to understand and a consumer doesn’t want to walk out of a store without purchasing your product or service. Your marketing message has to speak about the solution as well as creating an urgency for the need. Have you done that? If not, again take it back to the drawing board!
- Step 3: Evaluate different marketing methods
You have to examine the different marketing methods available today and really evaluate which ones will work for you, with your target market in mind and your budget in sight. Be aware of, and informed about, different marketing methods and which ones will work with your market. It’s not a one size fits all deal and these new marketing tools are changing every week. It’s an exciting time for marketing with all the new mobile and digital tools becoming available and the winning marketeer is the one who harnesses these new tools tightly and creatively for their business.
- Step 4: Use marketing methods that are visible to your consumer
The reason you need to evaluate the different marketing methods and tools is so you can select those that are more visible to your potential purchaser. The great thing about marketing a small company is the ease with which you can create tightly targeted campaigns depending on your given audience for specific products or services. Don’t feel that a nationwide TV campaign is a must if a creative digital and mixed media campaign is affordable and successful. When you select the right marketing methods, you create a market position for your business that your potential consumers will see. When you select the wrong methods of marketing, you might as well throw your money out the window.
Learning to communicate is one of life’s most basic lessons… but how many of us do it effectively?One of the earliest lessons to learn in business is “Stick to your knitting” – Do what you are really good at and you will do well. But that’s only the start. You may know what you do well, you may understand all the nuances of your offering, the benefits you bring, the functionality, the service levels and the target audience – But does the market know? How can you succeed in business now when budgets are slashed and people really just don’t want to meet another supplier?The key is to communicate; effectively, cleverly and consistently. This doesn’t need to cost you anything, just a bit of time, attention and imagination. Remember your business doesn’t have to be different – you just need to do things in a different way. This article looks at the four Cs of effective communication that Redstorm uses in all our communications strategies. Use these four Cs to sharpen and target your communications whether you’re a sole trader or an international bluechip.Do your communications pass the 4Cs test?1. Crisp and ClearHow do you describe who you are and what your business does? Let’s go back to that dot com favourite the “Elevator Pitch”. Can you describe what you do (and your benefits) to someone not in your industry in 30 seconds or less? When you go to a networking event and you meet a promising prospect, does your description of your business hold that person’s attention? Do they actually understand what you do, well enough to explain it to someone else? Or do their eyes glaze over or wander across the room? “Crisp and Clear” is key to getting your message across and getting it understood and valued. Being crisp is about telling people what you do in as few words as possible and being clear means they take away the same message as the one you think you are giving… you’d be astonished how often this is NOT the case!2. Customer-CentricThe most important aspect of all communications is knowing your target audience, being “Customer Centric”. Know what they want, what they are trying to achieve in their own businesses and the types of products/services they may need. But even more important, try to get to know what they fear, what keeps them awake at night – to identify the benefits they would most value from you. This will enable you to tightly target your communications to smaller groups, leading to a better uptake of your message because it’s highly relevant , easier measurement of your campaigns and therefore decreased spend due to increased efficacy of your communications overall.3. Colourful ContentThere is so much noise and bustle in the communications space now that in order to grab some attention for your company your communications must have Colourful Content – tell them a story they will associate with. What makes your message worthy of attention? Is there an angle you can put on it to make people come on board? Can you inject a bit of excitement/colour into your communications to blast through all the other communications people come across every day?4. ConsistentOnce you get your message “Crisp and Clear”, ensure it’s “Customer Centric” and “Colourful”; that message needs to flow through all your communications – verbal, visual, written and web – it must be consistent! Everyone working with you needs to know what the message is and how it’s being communicated – Watch out especially if you’re a small company… NEVER assume your team knows what’s going on just because there are only 5 of you! In a larger company it’s critical to get strong internal communications running to ensure every team going into the market is singing the same song.The more consistent your communications, the stronger your brand becomes because people instantly see the brand and understand who you are, what you do and the benefits they will get from working with you. Re-establish this with EVERY customer interaction throughout the company. Reinforce your story as often as possible.Make Your Next Campaign CountEvery business is feeling the pinch so money is tight BUT marketing is key to the survival of your business so each and every bit you do counts. Have a look at the last campaign you did – even as simple as a round of emails to lapsed clients. Did it follow the 4 Cs? Was it Crisp and Clear, Customer-Centric, Colourful and Consistent?