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Month: October 2018

How Your Company’s Lifecycle Impacts Your Marketing Communications

Posted on October 31, 2018 in Uncategorized

Marketing communications is an area that’s rapidly affected by advances in technology — not only in the way companies create marketing material but also how they distribute it.

Like email did in the late 1990s, social media has exploded in popularity among marketers. Online video grows by leaps and bounds. And mobile marketing is escalating so quickly that companies are scrambling to ensure their marcom is mobile friendly.

Marketing communications can be sliced into two segments:

  • Pull marketing (also called inbound marketing). Potential customers find your product or service at their choosing. Communication channels for this type of marketing include: search engines, online forums, blogs and social media.
  • Push marketing (outbound marketing). You directly contact potential customers at the time of your choosing to promote — or push — your product or service to their attention. Communication channels include: email bulletins, sales letters and catalogs.

But how do you know which of these marketing channels to focus on? There are a variety of factors that influence this decision, including demographics, firmographics, purchase history and customer lifecycle. All of these aspects will come into play at some point, depending on the markets you serve.But one dynamic that doesn’t get as much attention as it should is the lifecycle of your company?

In the startup stage, getting customers is an urgent activity. You can’t pay your bills and your employees for long without sufficient customers. Because of its expediency, push marketing is often a focal point at this stage because you may not be able to get enough customers with pull marketing to sustain your business in the short term.

This doesn’t mean you ignore implementing pull marketing during this phase, but you clearly have a need to acquire customers relatively quickly. SEO may take awhile before traffic increases. And direct selling is frowned upon in social media, as the emphasis in this arena is relationship building and customer engagement.

Here are three tips on startup stage marketing:

1) Don’t wait until after your company opens its door to start marketing. Make sure you have your website, marketing collateral and advertising finalized and ready to go so you can hit the ground running.

2) Ask yourself “Can I generate enough customers in the short term by using pull marketing alone?” If not, what push channels would be most appropriate for your target audience?

3) What methods have you implemented to measure the success of your marketing communications? If you can’t measure the response, how will you know if you’re getting the most out of your marketing dollars?

Marketing Communications – Revealed – 6 Maximum Steps to Improve Your Communications

Posted on October 30, 2018 in Uncategorized

Here are the best ways to improve your marketing communications to easily influence the buying decision of your potential clients:

1. Know your audience. Before you even think about writing your marketing communications, I recommend that you get to know the people to whom you are writing these for. You need to know their problems or their struggles in their lives, their language, the elements that can push their emotional buttons, their buying power, and the things that can influence their buying decisions. Knowing all these information can empower you to create ads and other communications that are focused to your target market.

2. Improve your vocabulary. Get to know the words that can make your marketing communications sound extremely powerful and know how to use them properly. “Weak words” or those that cannot bring huge impact will not be able to help you capture the attention of your prospects. Read as many ads as possible (those that have high conversion rate) and determine the words that they contain.

3. Communicate the benefits. There is only one thing that buyers would like to know when they are about to make a purchase and that is “what’s in it for me?” Make sure that you answer this question on your marketing communications. Tell your prospects ahead of time the benefits that they can enjoy and the selling points of your products and services.

4. They must sound upbeat and enthusiastic. The last thing you would like to do is to make your ads sound boring. Avoid that from happening by simply using words that communicate excitement or enthusiasm. You can use exclamation points but do not overdo it if you don’t want your ads to sound like they are shouting.

5. Make them scannable. Most buyers these days have limited attention span due to their demanding lifestyle. If you want them to read your marketing communications in their entirety, you need to make these easy on the eyes and scannable. Use bullet list when writing down the benefits of your products and use subheadings whenever appropriate. This can help your readers find the information they are looking for and just skip those ones that are of little interest to them.

6. Less is more. By this, I simply mean keep your communications short as much as possible. Just say what you mean and mean what you say. You don’t need to use fillers, big words, and lengthy introductions as these can just annoy your prospects.

Marketing Communications – Changes in Technology, Customer Behavior and the Economy

Posted on October 29, 2018 in Uncategorized

It is no secret that the Internet and related new technology has changed the face of marketing communications. Much like the inception of radio and television affected business communications years ago, the Internet is turning marketing methods of the past on their heads and recreating the environmental landscape of buying and selling. History has shown there will be winners and losers in the midst of these changes, but you can stay on top by making sure your Online Marketing and Advertising efforts are current and applicable to today’s customer.

What is happening NOW in marketing communications?

Search engine optimization, video, social media, audio and RSS are just a few of the terms that are becoming an integral part of relevant marketing strategies. A shift in customer thinking and behavior has required business owners to leave behind old advertising methods and learn how to use these aforementioned tools to reach customers.

While ten years ago a banner ad may have pulled in the customers, today many customers will immediately view the ad skeptically. Replacing traditional advertising are customer recommendations and word-of-mouth through blogs, message boards and other forums.

In a way, this takes some of the financial pressure off of your shoulders, which is a relief in today’s fragile economic times. You don’t have to have deep pockets or break your revised budgets to purchase the big ads and flashy marketing in order to compete. Instead, you must know your niche well enough to provide the quality information customers are seeking. You also must learn where your customers are hanging out online, so you can join in their communities and discussions. We are transitioning to a new profession that takes dedication, insight, authenticity and smarts to succeed.

How can you become a marketing communications winner?

No business owner or brand manager wants to lose out on customers just because the world of advertising and marketing is changing. Good news–you don’t have to! In fact, you can thrive and see your business go to new levels if you implement an effective strategy that works in today’s market.
Below are three simple tips to help you find your way to success:

o Research in order to know your niche, your customers, your competitors and your keywords. Your research goal is to become an expert on not only your business niche but also your customers. You want to know who they are, where they go online and what words they plug into the search engines. Free search engines and keyword tools (such as the Google Keyword Tool) make this step simple.

o Get comfortable with the idea of using social media. If you want to connect with customers, you are going to have to tap into social media. By participating in blogs, networking sites and other online communities, you can work with your prospective customers on their level. These relationships can turn into dollar signs.

o Offer something of value to potential customers. Once you have made a connection with people online, you want to make sure you keep them engaged by offering them quality information and solutions to their problems. Doing this helps you to build rapport and trust as well as keep you in the fore-front of their minds when they are ready to buy.

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