Broaden Up Your Business Scope With Good Marketing Communications

No one in the business arena can argue about the prominent character that good marketing communications portray in every achievement that a company can get. There would be no true and lasting success when a company neglects this particular area of importance. Tools as they are, they may cost you a remarkable amount of money. But when properly guided, they can help empower your brand so it will work towards meeting your business goals. They may help boost your company’s productivity and establish its roots.

People may have known about your company’s existence for a long time now. But they may have known only a little about your brand or your products and services. As a person whose company is on your shoulder you know that your company lives until now and will continue to make a difference in the future because you are convinced that you have got so many things to offer. And you want that people will come to know your brand, believe of its benefits, and have their lives transformed for the better through it.

Transmitting your thoughts to your clients and those who you would want to reach for your brand requires that you use certain forms of good marketing communications, the ones that have been tested and proven to bring positive results. And they include a variety of things because there are not only few but many ways that you can send the message to people regarding your brand. Yes, ways to communicate your message are almost limitless. But they serve the same purpose and are geared towards accomplishing the same things; for your brand to have a strategic place in the market and in the hearts and minds of the people, influence their will and emotions, and stir up their loyalty to your brand.

Good marketing communications may appear in different styles and approaches and can be delivered through an assortment of mediums such as radio, TV, print, Internet, mobile, and many more. One particular style may work effectively when used to a certain group of people. For example; audio advertisements through radio and mobile promos through telecommunications network may work well with people who are always on the go like business executives, medical representatives, marketing agents, and others. While on the other hand, TV commercials and print ads may work best for those whose lives and works are fixed at one place.

Communications through prints can be brochures through which you can give your clients fresh updates of your latest products and discounted sales offers. When items and the corresponding offers are eye-catching, they may accomplish your purpose of getting more sales. Brochures can be placed at some strategic locations in the malls, hotel lobbies, school campuses, and other places which are frequented by people, or they can be sent through email as e-books or e-brochures. Communications through the Internet can be through sponsorship banners that can be placed at major search engines and websites that when clicked will lead your target clients to your official website where they can get to know about you and your brand.

As mentioned earlier, there a variety of ways so you can send your messages to your desired audience. So broaden up your mind and expand your marketing horizon with good marketing communications.

How Your Company’s Lifecycle Impacts Your Marketing Communications

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 Communication and Small Business – Pluses and Pitfalls

Although it is universally acknowledged that communication is an essential tool for establishing and maintaining relationships in any sphere of life, small businesses are often guilty of either ignoring or making a right royal botch up of their marketing communication.

This is obviously not intentional, but rather a by-product of the stresses and strains of the daily running of a small business. A lack of time, resources and awareness all contribute to marketing communication either falling off the small business agenda altogether or being implemented in a haphazard and often damaging manner.

This is unfortunate (but can easily be corrected!) because effective marketing communication can be such a asset to a small business. Here are just a few potential benefits:

1) Building your businesses “brand” through increased awareness.

2) Attracting your “ideal” customer rather than just any customer.

3) Establishing your credentials in your field of business.

4) Increasing turnover

5) Giving your business a “voice” which customers can relate to.

If your marketing communications can achieve those 5 points then you will be laughing all the way to the bank.

The flip side of the picture is less rosy – and unfortunately more common for small businesses. Here is what can happen when your marketing communications are haphazard and unplanned.

1) Your business “brand” and business “voice” are undefined and thus of no benefit to you.

2) The customers receive mixed messages about what they can expect from your business.

3) As a direct consequence of (2), your business cannot hope to meet all of your customers expectations because these are based on erroneous assumptions.

4) The consequence of (3) is that you fail to build credibility in the market place.

5) The upshot of (4) is decreased turnover.

The harsh truth is that, in this scenario, a small business may have spent good money to create an unhappy customer! Such is the power of communication, and small businesses are doing themselves a disservice by not paying adequate attention to their marketing communication.

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