It’s impossible to deny that we live, and work, in an increasingly complex world. No matter what the size of your business, it’s very easy to feel over-whelmed by the cacophony of communication options available. As social media becomes an increasingly prevalent part of people’s lives, and technology offers us more ways to consume information, the temptation to embrace everything and anything can be a serious business distraction.
What’s the best way to get your business name up in lights? Will your audience like what you have to say? And when will the resounding applause come?
Do you have razzle dazzle?
In a nutshell, marketing communications is the promotion of your business. It is your message, and it is also the way you communicate this message out into the wider world.
Marketing communication is the razzle-dazzle in your bag of business know-how. But forget the tricks and the smoke and mirrors. Your aim should be to delight your audience and leave them on the edge of their seats wanting more. But if you miss your cue, you may have a good many customers demanding their money back.
Those businesses and brands with true razzle dazzle have one thing in common – a strong, true and consistent voice. Virgin, Innocent and Apple are great examples on a corporate scale, and smaller businesses can learn from their success.
These four steps will help your business to shine and ensure that you are always the star of the marketing communications show:
1) Decide WHAT it is you want to say, determine WHY you are saying it, and consider HOW you want to sound.
What may have worked for you two years ago may no longer be relevant. Consider where you want to take your business and your brand, and examine what your competitors are doing. Get informed and write down a list of goals.
As a starting place, consider the following questions:
- What’s your message?
- What do you want your marketing communications to achieve?
- What makes your business, your products, or your services different?
- What does your businesses personality look and feel like?
2) Consider all the various elements of your marketing communications opening act.
The good news is that with the advent of social media, it’s never been easier to get noticed. But remember that businesses also get noticed for the wrong reasons, so ensure that you put your best foot forward. As a starting place, here are a few key questions to consider:
Is my website clean, relevant and fresh?
What does my brand / business voice sound like?
Do my customers engage with me on social media?
- Is it time to rethink my newsletter or blog?
- Could a PR campaign help?
- Is Facebook the right place for my business to be?
- What other tools could I use to communicate?
3) The next step is to devise a plan that ensures you are communicating with your audience regularly. Don’t assume that you will be remembered. The more you communicate effectively, the greater the chance that you will convert prospects into customers.
When communicating regularly, it is important to keep your message consistent and authentic. Be it your elevator pitch, your website, your company brochure, or your customer service manifesto…..the same look and feel should always be in place.
Shakespeare has taught us that “all the world’s a stage”, so give your audience front-row seats or you’ll lose them at interval. Keep your customers happy, interested and always give them something to look forward to.
4) Evaluation should always be your encore. By understanding the impact of your marketing communications, you can react and respond quickly when the need arises.
What have you done in the past that has worked well? Why did it work? Tweak, change, delete, mesh, lower, increase, better it. But most importantly, remember that measuring your efforts regularly is crucial to your success.
Work through the above and you’ll find the performance of your marketing communications will outshine your competitors and win over your critics. Keep it consistent and keep it authentic, and the plaudits will follow.
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