Increase Sales Through Effective Marketing Communications

As a small business owner, one of the most complex challenges I have faced has been conveying my organization’s message in a manner that has the power to attract customers.

I have found that one of the most critical mediums a small business owner has to convey who they are is through writing. Yet, many owners do not know how to craft the right words to embody their brand or image. Furthermore, failing to craft the right brand or image may cost you the ability to attract the right customers.

Certainly with the integration of social media, the channels in which you can communicate your value proposition or brand with a potential customer are endless. However, if you are like me, you may wonder where and how to start creating the written words that convey who you are to build your customer base and increase sales.

Admittedly my writing skills can be improved upon. Unfortunately, I do not have the time to take a business writing course to brush up on my skills. However, I recognize that business writing or marketing communication is critical to my organization’s success. Think about it: as a potential customer if you visit my website and see a grammatical error, you would get turned off; or if I wanted to market a service to you but, I failed to catch you at “hello” with a great tagline, I just lost you as a potential customer

Wikipedia describes marketing communications as the following: Marketing Communications are messages and related media used to communicate with a market. Marketing communications is the “promotion” part of the “Marketing Mix” or the “four Ps”: price, place, promotion, and product.

Recently, I met a business writing professional, Justin Cerone with Business Writing Solutions, who took the time to educate me on marketing communication – more specifically business writing. It turns out that Justin turned his passion for writing into a business. Since my writing skills are average, I took the time to learn more about Justin’s services. I am glad I did because I learned that having a command of effective writing can make a difference in marketing and selling your service to customers.

I was so impressed with Justin that I asked him to create and present a writing course for myself and other small businesses that may benefit from his expertise. If you are like me, you need all the help you can get to increase sales through effective marketing communication. Justin agreed to conduct the webinar in November of 2010. I look forward to attending this event so that I can improve my business writing skills and learn how to sale more with by appealing to my customers with effective marketing communication. Feel free to visit my website to learn more. In the meantime see you in the clouds!

Choosing the Right Marketing Communications Agency

How do you choose the right agency to handle your marketing communications? There are several options out there, and many of them employ effective marketing strategies of their own, so going through the options to find out the best match for your company can be an arduous task. Here are some of the things you should look at if you’re looking to hire an external firm for your marketing communications.

Meeting deadlines

All agencies you contact will assure you about how effective they are at working to deadlines, but several agencies lack proper structure and projects can end up taking longer than expected. This will end up costing you money, so it is always better to be sure of this aspect first. Ask for previous clients as references so that you can see how effective they have been at completing goals within deadlines.

Aligning business objectives

The marketing communications agency you choose is going to be handling the interactions between you and your customers. This means they will need to be totally clear on your business objectives and goals in order to develop effective campaigns that are suitable for your business. If your objectives are not aligned, your chosen agency may end up producing marketing material that could conflict with your business values and will damage the brand image you have built.

Returns on Investment

The agency you choose should be able to measure the effectiveness of their efforts and provide you with reports. Any reputable agency will provide clients with reporting of its services, but the level of detail in these reviews are important. You can ask for a methodology report to see how they review the effectiveness of the campaigns they have conducted.

Similar clients

When looking for an agency, the easiest way to find one that could fit with your business is to look for an agency that has handled a similar client. This way, they will have experience in dealing with a similar scenario, and will be accustomed with the market you are trying to tap into. This will ensure that they will not be making any unfounded assumptions when handling your marketing communications efforts.

One mistake a lot of companies make when looking for a marketing agency is that they ask for visual communication samples, such as sample brochures or posters. However, looking at such content alone will not provide you with an effective insight into their process. What is more important is how effective they are at communicating with you to get your message across effectively to your customers.

The Art & Science of Marketing Communications

There’s a good chance that you’ve come across the term “marketing communications”, if you work in a reasonably large organization. In our present day and age, most organizations have a division that deals with marketing communications. It is often referred to as corporate communications and product marketing.

Marketing communications is the art and science of communicating information that enables a company to market its products or services better. I know that this definition sounds really simple, but it rarely simple in reality. This is because it conceals more than it reveals. It also makes the role appear to be simple and straightforward. However, in today’s world marketing communications is one of the most complex fields of business.

It is not difficult to fathom the reason for this term’s complexity because it only works in an evolved marketplace. Its complexity depends on how advanced or developed the marketplace itself is. The last promotional e-mail that you got in your inbox is a good example. Promotional emails usually come embedded with action scripts, flash, cookies and a whole lot of other high technology wizardry. This method is the best practices in marketing communications at work.

Your usage patterns are being monitored so that businesses can determine whether you will click on the links in the e-mail. They can further track your activities when you reach the landing page if you click on the links. How long you stay online, which pages you visit, what lengths of time you spend on those pages and which products you are specifically interested in, are patterns that will also be monitored. This information will then be sent back to the centralized server. Adept marketing communications professionals will use the data to structure their next communication to you.

All communication in the present world has moved towards being measurable and marketing communications is no exception. It is proving to be an invaluable tool for the modern day marketer because it is being measurable, traceable and result oriented.

Can One Kind of Marketing Communications Survive on Its Own?

Marketing Communications is a very important aspect in every brand’s marketing strategy. For any kind of strategy can’t survive without it being communicated to the target market. As you plan for which strategy you are going to use, bear in mind that one strategy can’t survive without the other. There is a mix that you need to consider so that you can get the full benefits of your marketing communications strategy.

Take for example your company’s website. You need to have it optimized so that you can get the kind of traffic that you want in your site. You may opt to have a blog that could serve as a place for you and your market to stay and talk. You should always remember that you have to be able to talk to the people who matter to you – your consumers. It is a very important that you be able to give them the kind of information that they want and the kind of information that they see as relevant for their needs. Create a strategy that would be able to influence their thinking and make them realize about some issues that matter to them. Your strategy should be able to answer the “What’s in it for me?” question.

Your consumers are like normal people who would always want to know how they could benefit from your product. By making them aware of your existence and letting them know that choosing your product over the other would be beneficial for them then you have better chances of capturing your target market. If you are not able to communicate this information to your market, how then can you convince him to try your product out.

Getting to know your market cannot be emphasized enough. Know who they are and what makes them tick and you are well on your way to improving your brand standing.

Optimizing your site should make you link with others. The internet is a vast expanse wherewith you can meet your market and your potential market as well. So don’t be content with just having a website, but make sure that your site is being linked to sites with the same market in mind. Visit blogs and forums and drop relevant comments. Make the people see that your brand is intelligent and worthy of their patronage.

Remember that marketing communications isn’t only about having an online campaign. There are a lot of other aspects that goes with it. You branding strategy is a part of it, your product design, packaging and promotion among others. So as you can see, it is a really big task that you need to focus on each strategy little by little. It is a proven fact that using only one way of communicating will not work. You need everything to work together and be united. Whatever element of your marketing communications you would use, think about it as a part of a greater whole.