7 Steps to Develop an Effective Marketing Communications Strategy
Paul Provost, President
Gaining awareness is one of the first steps in the sales process and the main focus of your marketing communications (marcom) strategy. Getting to know your audience, crafting your message and tracking results are only a few pieces of the puzzle.
Why all the fuss? An effective marketing communications plan results in a better, more consistent brand experience. The end result: more sales.
Read more: 7 Steps to Develop an Effective Marketing Communications Strategy
If Your Web Address is on Your Business Card, You Already Believe That Integrated Media Campaigns Work Better
Almost all advertising campaigns benefit from greater message repetition.
The greater the repetition, the greater the response.
From a media point of view, the challenge for your business is determining which media combination builds customer loyalty and sales best. Finding the right media combination takes time and effort. There aren't any shortcuts to this process.
Read more: If Your Web Address is on Your Business Card, You Already Believe That Integrated Media Campaigns...
Is Your Website Producing or Snoozing?
Follow these Six Steps to Activate Your Website
Is your website producing new leads, or just sitting around waiting to be found?
Inactive websites are just that: inactive. If your site isn't updated regularly, search engines will slowly decrease your website's visibility to prospective clients. Even worse, if your website is inactive, it probably isn't doing your brand (or sales team) justice.
Most business websites – small business websites in particular – haven't had a new piece of content added in months or even years. For businesses looking to present themselves as industry leaders, this simply isn't good enough.
Many business websites even fail to communicate these basics:
- Clear phone # and contact information with an easy to use contact form
- Details on how you work (don't assume that your clients or prospects understand your company / industry)
- A level of professionalism that is commensurate with the quality of your customers. If you're seeking high quality clients, you need a high quality website/brand that competes with your direct competitors.
Read more: Is Your Website Producing or Snoozing?
SEO is All the Rage but Just 1/3 of the Story
Did you know your web visitors can only get to your site in one of three ways?
It’s true! Check it out:
1. ORGANIC TRAFFIC (50-80% of your traffic)
- Organic traffic is directed to your website by search engines like Google or Yahoo. But to appear at the top of a search results page, your website content must match the terms fed into a search engine better than any other web location’s.
2. DIRECT TRAFFIC (20-40% of your traffic)
- Direct traffic sidesteps search engines completely with site bookmarks or because people remember your web address. Or maybe you gave them a business card.
If people are coming to your site directly, odds are your site is important to them.
3. REFERRAL TRAFFIC (5-25% of your traffic)
- Referral traffic comes to your site from all sorts of places: your Facebook account link and your e-mail signature link are two quick examples.
Read more: SEO is All the Rage but Just 1/3 of the Story
Making A Difference
I get a lot of emails and correspondence and admittedly, I get to read only a fraction of them. Some of it is spam, some poorly thought out self-promotion and others are written / provided in a sincere and meaningful manner.
One such correspondence I received very recently was from a group that we proudly support - Inner City Youth Alive. The cover article by Kent Dueck, Executive Director at ICYA, was particularly impacting and re-confirmed the purpose and drive that they have for their community and for helping others. It took me into a dark place that I have never experienced and I wish others didn't have to either. It made me want to reach out and help. This well written piece reminded me that ICYA is out there helping those that need help now and that ICYA also needs help to help more of those who need their help.
Read more: Making A Difference