Tag Archives: consistent messaging

Are you sending the right message?

Are you sending the right message?

If you are going to the effort of designing, producing and implementing a multi-touch program, it is vital that the content of the touches is good. There is no point producing a whole touch program that solely says how great we are! Good content is essential to ensure that not only are you communicating with people, but that you are communicating the right message.

Your communication with your prospects needs to be about them, their problems, their pain. They need to feel that you understand them, and good content can do just that. As a basic rule only 25% of your communication should be about you. This could be a piece of PR around an award, a flyer showing what you offer, but only 25%.

The rest of your content needs to be about your prospect. This can be 50% solely about them and their pain points, and 25% showing relevant industry items, so that they can see that you understand the complexities of their industry.

Good content will build around the pain points that your prospect faces, and will show empathy for their difficulties as well as solutions and benefits. Whenever we create content, we need to make sure that we have these points firmly in our mind. Relationships are built on trust, and part of the job of good content is to build trust between you and your prospect, so that they will become a client. We trust people who understand us and our problems, so make sure that your marketing invokes trust in people.

If you would like help with delivering the right message to your prospects, we can help. With our marketing manager system you can outsource your marketing to us, so that we can design, create and implement your marketing, leaving you free to manage your clients. To arrange a meeting call us today on 0121 222 5743.

To learn more multi-touch marketing, watch the video below.

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Are you following a hope strategy?

Are you following a hope strategy?

Do you know where your leads and sales are coming from? Can you predict sales for the following month or quarter? Or are you simply following a hope strategy? This is where you hope that leads will come in, based on your loose assortment of marketing activities.

Lots of people feel unsatisfied by marketing. They believe it doesn’t work, or it is expensive, or they can’t tell if it is working. Some marketing professionals are guilty of exacerbating this view by their tendency to oversell. How many times have you heard: “you just need to do this one thing and your sales will fly!”

Marketing does work, but not overnight, and there is no silver bullet, no magic formula. Good marketing is consistently delivered and regularly monitored so that you can see what works and what doesn’t. Unless you analyse the results of what you have done, you cannot work out what is working and what is not.

Once you are measuring where your leads and sales are coming from, you then can stop the marketing activities that aren’t producing you any results. Obviously this process takes time, you need time to see what is happening and track the results, but then you will be able to concentrate your activities in the areas where you are having the best results. This will make your marketing become an investment rather than a waste.

But you cannot refine your marketing program unless you are measuring and monitoring the results. Only then can you begin to build a strong marketing campaign based on the unique needs of your business.

If you are struggling to design, implement and monitor your marketing campaign, why not outsource your marketing? With our Marketing Manager program, you will have an experienced marketing professional working with you to ensure that your marketing relies on more than just hope.

To book your meeting, call us today on 0121 222 5743

Or to learn more about measuring your marketing click below to watch the video.

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Clear communication prevents confusion…

Clear communication prevents confusion…

Communication is so important. In life as well as in business. It is vital to make sure that you, the seller, and the buyer, both understand what you are providing, and what the buyer wants. It is not too late to ask for clarification. It is better to be absolutely sure that what you are selling is what your buyer wants, than to end up in a confused situation where the buyer feels that they have been mis-sold something.

Avoid jargon – make sure you have accurately described what you are selling. It is all too easy to get carried away in the actual selling process and promising more than you can deliver. In general, people don’t mind if you, or your product or service can’t do something, as long as they know. What people dislike, and what will cause them to inundate the internet with bad reviews is feeling that they were mis-sold something.

Make sure your buyer understands what they are getting. Often you will have explained your product or service honestly and clearly, but the buyer may have misunderstood, or misinterpreted. It is worth taking a little more time to thoroughly check that the buyer understands rather than face the later backlash if the buyer was confused.

Many arguments or confrontations are simply caused by lack of understanding or lack of clarity. Make sure your communication is clear. Where possible have a phone call or face-to-face meeting and then follow up with an email confirming the points that you have discussed.

If you are struggling with providing your sales teams with good quality leads, why not invest in some first class marketing? Contact Aardvark Marketing Consultants today on 0121 222 5743 to review your marketing.

To learn more about successful selling, take a look at the video below.

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Aardvark Marketing Consultants | The 2 C's in Success

The Two C’s in Success

The Two C’s in Success

I had a new experience this week.  I was visiting a professional services company who have been a client for nearly five years, and on entering their offices, one of the team told me they had a complaint about our work.
Whilst we don’t get many complaints, we have inevitably had a few over 11 years of business.  So I steeled myself for the bad news, with my brain desperately trying to work out what I might have done to offend our client.  “OK” I said, “what’s the problem?”
“Will you please slow down the number of new enquiries we are getting?  We are struggling to cope with the demand.”  With a few members of staff on holiday, and no major new business marketing campaigns running, the team were looking forward to a relatively relaxed summer, but our marketing work was making them as busy as ever!
Why were they getting so many enquiries when we weren’t running major campaigns?  It’s basically a reward for consistency and continuity of effort.  Five years of working to a clear marketing strategy, sticking to the plan and measuring results has allowed us to steadily improve the effectiveness of their marketing activity and build an upward momentum in their market.
We’ve seen the same effect with numerous clients.  Once the direction is set, two of the most important words are “Consistent” and “Continuous”.  I refer to them as the two c’s in success.
Maintaining a consistent message builds a clear impression of the business and what it offers; Continuous presence maximises the chances of being remembered when a prospect is in the market for your product or service.  Carefully building a plan that enables busy people to maintain regular marketing activity is an important step for small and mid-sized businesses who want to break out of the ‘Feast and Famine’ cycle.
Chris

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