Gaining awareness has been one of the initial steps n the sales process. It would be the primary focus of your marketing communications strategy. It would be imperative that you should know your audience, create your message and track results. However, it would be but a few pieces of the puzzle.
Why do you need it?
An effective marketing communications plan would provide better and consistent brand experience. The result would be more sales.
- You your audience to appeal to their interests
All successful marketing efforts would start with a comprehensive understanding of your audience. You should begin by analyzing your existing clients for why they chose your services or products. Do you have adequate data to get the complete picture? You would be required to put a research plan in place to assist in filling any gaps pertaining to demographics, purchasing patterns and other insights into where, when, how and why people buy your services or products.
- Unique Selling Proposition (USP)
Your USP would be the major benefit, especially when communicated in an effective manner. It would drive the overall sales of your services of products. It would focus on unique problem that you would be able to solve better than others would. The USP should be relatively compelling and robust enough to move people to act. The USP would be central to all marketing communications. Therefore, the step should not be taken in a light manner.
- Sharpening your brand appearance and feel
From business cards to logos and marketing collateral, the brand should speak to the customer in a relevant and contemporary manner. It would require supporting the operational USP. It would also represent your market position in an accurate manner. Do not mislead your audience by creating a marquee brand in event of you aiming to be a low-cost option. You should be honest, true and sincere to the heart of your business.
- Ensure consistent messaging
While most people think of stationary and logo when it comes to branding, the brand voice has been equally imperative. A good place to begin would be to generate a few key positioning statements in order to feature in your communications. You should begin with tagline, single sentence and then provide standard but short paragraphs. You should outline primary descriptive words to be used or not to be used. You should ensure that your new messaging standards have been adhered to in all kinds of future communications.
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