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Wednesday
Dec152010

Great ways to integrate your marketing communications efforts

 

Be consistent with your brand. You may not be able to afford a hip graphic design team to design your logo and define your color palette, but even small mom-and-pop shops need to embrace the power of their brand – which can’t be done unless customers see a brand enough to recognize it. Use the same logo, colors, fonts, and styles throughout the gamet of your marketing efforts, both on- and offline.

 

Begin to develop customer-relevant marketing material. Are your brochures and web pages filled with pages of product features? If the answer to that question is yes, you should begin to think about whether your lists of features and benefits are any different than what your competitors are offering, and, if they are, are you effectively communicating why your customers should care about them.

 

The unfortunate truth is that your customers don’t care about you. They care about themselves. They care about what is going to make their jobs easier, what is going to help them meet their budgets, save time, reduce training requirements, and overall, simplify their lives.

 

Your website, brochures, white papers, presentations, sales letters, newsletters, and any other communications should reflect how you fix your customers’ pain.

 

Make sure your customers know you can solve their pain. After you’ve moved away from being focused on yourself to being focused on your customers, you need to make sure your customers are aware that you will solve their greatest pains.

 

Sending out a monthly newsletter is a great way to stay in touch with your customers and prospects, especially if you fill it with information that doesn’t promote your products, services, and solutions outright. Remember, you might have three to 10 seconds to capture the attention of the reader, and articles that address your customer’s pain points and introduce a solution will be most effective. Content that is typically well received includes:

 

  1.  Invitations to free online training – but make sure they cover topics that help your customers, not announce the latest and greatest features of your major product line. You can take a minute at the end to plug your innovation, but don’t make it the focus, or your audience will drop off.
  2. Success stories written from a customer’s point of view. Bonus points if you can get approval to use that customers name and a quote.
  3. Links to new web tools that you have developed. Return on investment calculators and product simulations are popular, although they can be costly to develop.
  4. Links to industry-relevant white papers, application notes, or e-books that you have published
  5. Product patches and upgrades, and any other news that could impact the integrity of their existing investment in your products.

 

That doesn’t mean that you can’t promote your brand new application brochure in your newsletter – you can and should. But make sure that the majority of your content addresses a solution to your customers’ most problematic pain points.

 

Reiterate your message throughout your marketing channels. Whatever you include in a newsletter can also be repurposed in your blog, mentioned on Twitter, uploaded to SlideShare, or incorporated into whatever social media outlet that your company uses. 

References (11)

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  • Response
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
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    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
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    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Response: leeds plumber
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Response: leeds plumber
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Response: cloudauthority
    Great ways to integrate your marketing communications efforts - Blog | The Marcommer | Keene, NH - Marketing Communications Services
  • Response
    Response: webryze seo canada
    An exceptionally helpful post about how to improve the way you are corresponding with your clients. Imparting in a right manner will help in snatching more number of clients.

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