Face it, communication options have splintered and proliferated at an alarming rate. Each week there’s a new social media option or an update to current platforms. The demand for web content grows and more information is thrown out via blogs, online magazines, print materials, curated content, social media and (!!!) marketers.
That’s a lot of noise for anyone to sort through. Many people are tuning out, until they’re looking for something.
Where are they looking?
This is the first of five vital questions as the basis of your marketing strategy. These days, with so much clutter, noise, chaos and competition, you’ll see more response when you’re positioned to be found by someone who is already looking. Yet depending on what you offer and who your best audience is, where people look and how they choose are different.
Explore this question further with your team. Who’s your best customer? Where do they search? What do they look for when they’re looking for what you provide?
Then … if they find you, what do they see?
Do you stand out?
When your message is clear, your target audiences will understand “what’s in it for me?” When your visual brand (logo, colors, images, style, package) stands out, it will be noticed and recognized.
Step back and compare your website, literature, brand and message with others in your category. Be brutally honest.
- Do you rise above the rest?
- Are you noticeable? Or are you one of the pack?
- Is your message clear, focused on the audience and what they’re searching for?
- Or is it full of “we are” or “we do”?
Rethink, refresh or rebrand ...
Coming into the new year (so soon!) it may be time to refine and tune-up your marketing strategy. That could be a simple “new suit” to refresh the look and message, or a comprehensive makeover including plastic surgery … a complete rebrand. Or one of the many options between.
A rethink includes messaging: Are the “why” and the “what’s in it for me?” woven into your marketing? Simplify to create a clear hierarchy of ideas to help people understand why they should choose you.
A refresh updates the look: Update your colors or the logo, refresh the look of the website to use more visuals and less text. Streamline for today’s time-starved, easily-tuned-out audiences.
A rebrand transforms how you’re perceived: An updated identity system, clear messaging and redesigned communication tools—a rebrand embraces positioning while building on your success. The marketing strategy and communication channels are refocused on your critical points of choice.
What’s next? A few options
- Tap our marketing brains … let’s discuss where you want to be. Consultation by the hour or a brand audit can give you professional recommendations and a path to take. Email me to schedule.
- Download our positioning worksheet to review how you fit in your market and category. It’s the foundation for messaging and branding.
- Download the deck I use for talks on “Five Vital Questions to Transform Your Marketing.” Use it for a team brainstorm session. The questions will help you pinpoint both gaps and opportunities. Use the link below.
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