The Heart of All Your Marketing is How You Choose to Communicate
I'm good a writing emails, what else do I need to do?
How you choose to communicate touches on every aspect of your business. You may not realize it but you've put some kind of communication strategy in place if you have any kind of business at all. It's everywhere. From the lady at the front desk, to how you answer the phones, all the way to how you deal with difficult customers. Where we come in is not necessarily about your daily interaction but want to get you to look at the bigger picture and present your business with a unified message, and tone and manner.
You're communication strategy goes hand in hand with your marketing strategy and is often established at the same time. Here we take over the main message and determine the plan on how and where we are going to say what. How we are going to present your business offering on your website, ads, and what we're going to say on an on-going basis with email campaigns, loyalty and retention programs, even incentive programs for customers and employees alike. It can even go as far as how we can help implement the right tools to more effectively communicate with your own internal team. And don't forget, if you're doing lots of promotions and marketing the members of your organization need to know what is going on as well.
Communication strategies can also encompass how leads are handled and what the next steps should be. Do we choose to do drip email campaigns for soft leads and how do we /you follow up with solid leads that are more motivated to make a decision sooner. What about up selling and identifying when it's the right time to do that and what tool do we use to help in the up sell process?
It even goes as far as identifying exactly what do we say when. Meaning, where on the website should be put "calls to action". Are they above the fold or below? How do we segway into different topics and get the user or prospect to where we want them, influence their decision making and support our claims. This is all part of what needs to be determined when establishing a solid marketing plan and why the communication strategy is so pinnacle to it's success, no matter what the medium.
When we work with clients, a great deal of these questions are answered in the planning phase of the site. We've done this long enough now that it almost seems intuitive and as we get to know you, we're able to direct where it should go. But we always look at the big picture and try to determine all the different tactics we're going to leverage within the bigger marketing plan to achieve our goals.
The most important piece to the puzzle we have determined over the years is making sure that consistency in the messaging is there. Creative can change and should change. Creative campaigns should evolve and be fresh each year. But your communication strategy should adapt with that while still maintaining the heart of who you are and what you want to say.
As you can imagine this is an extremely broad subject and the approach is going to be unique for each customer and organization. But some of the key things we do to determine the details of how and where we're talking to our customers are the following:
- We always start by looking at what you are doing at the moment. We analyze with you what you feel is working and what isn't.
- By setting goals and objectives of things you want to achieve from a business stand point we determine the areas where a better job needs to be done to communicate to all parties involved. Do we want more leads, more sales, greater customer retention or better internal awareness? You may say yes to all of them, but we always determine a starting point and the area that is the greatest point of pain is where we start first.
- On a high-level we match the proper tactic for the type of communication we want to improve. Are going to use the site, ads, email marketing, direct mail, social media, press releases & PR tactics or combined integrated tactics that involve multiple venues.
- We then break each aspect out to create content calendars and determine how we'll syndicate good content to reach all relevant audiences.
Get in Touch With Us About How to Better Communicate to Your Audience
We love showing you what we can do and what we've done for other companies. Since everything is strategy based and tailored to your business and it's unique needs - best thing to do is talk to us directly.