A standard marketing strategy you can begin with.
It’s time to convince your customers that your products are necessities. Keep it very simple, don’t make it hard for yourself. But what ever you do, make sure your customers understand what you have to offer.
Use a common theme and base your words and images at your target customer, make sure there is consistency, for example in all printed material connected to your business should be clear and readable, the main bits of communication are right there ready for the customer. This way your customers will not be confused when they receive something from your company.
The simple collateral for a business needs are suggested as:
- Website – for business promotion and online product or service offering;
- Office stationery – letterheads, compliments slips, follow-on sheets;
- Email and inhouse software templates – to identify you when digital communication tools are used;
- Address labels – to be put on envelopes and files in the office;
- Presentation folders – with general information and contact details about your company;
- Business cards – to hand out to potential and current customers;
- Business and or vehicle signage/graphics – brand your self anywhere.
Create an awareness to your customers in different ways, all of us are customers to someone, and we need to know what we are after well before purchasing happens – this could be done in several different ways.
Direct mail/Newsletters as web and print
It is a simple tool, dont make it to big, who wants to read a novel when a simple one page can give your customer all they need. Make sure you tell them where to get further information ie. direct them to your website. Inform your customer of potential updates. Some articles for the newsletter would be updates about your company, resources and information on what you are offering today.
Have information and updates about the application of skills and services of team members e.g. about developments and links to websites containing information about current events and information about these skills services to back up your information.
Emailed or snail mailed to your customer database, the newsletter is a very good way of updating people connected to your company one way or the other.
To get in touch with people who have had no prior contact to your business it is very important that a promotional package is put together to create – among many things, the future direction of your company.
These packages should contain information about the following:
- Company Fact Sheet;
- Product or Service Fact Sheet/s;
- Team brief with a picture of each team member;
- Previous work/projects;
- A copy of the latest newsletter;
- Strategic planning.
This package should be available as print and on your business website. Just make sure it is searchable copy. So words on a web page not graphic images of words for the search engine bots (ranking bots) ie google. This allows maximum exposure to new, potential clients and gives them complete information about your business, who you are and what you do.
In addition to the above it would be recommended that articles about your business be placed in different relevant magazines that your clients are reading.
This could be national newspapers, magazines or blogs. Besides this, advertisements could also be placed in the same magazines and newspapers in order to create attention towards your business.
Articles and advertisements should be placed three to four times a year.
Social Networking and Promotional activities
As part of your business marketing, a social networking strategy should be used. Even a simple process of monthly information to customers can be social, it will keep you in front of customers and will help create that important word of mouth marketing need. Also, printed material is still very important. Your business should do some promotional activities and use all communications available to inform your customers.
This could for example be:
- A seminar targeting a key point of your industry.
- A function could be done in connection to one specific project, and could also be put together with other companies relevant to this job.
- Sponsorship of key events that would develop brand recognition.
We recommend they are done at least once a quarter.
Often we are asked – What is above or below the line advertising?
Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques.
In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. This link to Wiki further expands on this topic – CLICK HERE TO REVIEW
We have created an outline document of this information to better give you reference of these key points to think about and a checklist for you to compile required branded marketing tools – download
Marketing Communications Planner