Monica Green, Director of The Partners Group, a PR and marketing communications agency with 30 years’ experience of working in the glazing and other sectors.
A common issue when it comes to communicating your business benefits is knowing where to start. So here are five questions to ask yourself that will help kick start your campaign.
1. What do you want marketing communications to help you achieve?
Begin with the end in mind. Think about where your business is now and where you want it to be in 12 months’ time, after an effective marketing communications campaign has been delivered. The answer could be more enquiries from new customers, or more sales opportunities from existing customers. Perhaps you’re planning to increase your product range and need to raise the profile of your extended offering. You might have an exit in mind so you might want to focus a marketing campaign on would-be investors or potential buyers of your business.
2. Who are you?
Have a clear understanding of who you are and what sets you apart from your competitors. What exactly do you do? How do you do it differently to everybody else? What benefits do you deliver to your customers and why do they buy from you as opposed to anyone else?
3. Who are your target audiences?
Existing and potential customers are the most frequent target of a marketing communications campaign – but it could be potential employees (if you’re expanding and need to implement a recruitment drive), your local community, or potential investors. The key to success is to identify and segment your target audiences and create campaigns specific to them. Really get to know them: what’s their job title, who influences them, what are their challenges, what motivates them – and do they know that you can help?
4. How can you help?
Think benefits, not features. How can you help make the lives of your customers easier? People are often looking to save time, money and/or hassle. Make sure you communicate in a way that links your product or service back to meeting your customers’ needs and motivators.
5. What are the most effective channels of communication?
It’s all too common that a business will come to us and think that they want a social media campaign or a new website. When in fact, the communications channels or tactics can only be decided once you’ve answered the above four questions. Only then can you start to plan and implement an effective campaign that meets your original objectives.