Are you looking for ways to develop more effective marketing pieces? Regardless of whether you need a brochure, webpage, social media post, case study, tradeshow booth, or print ad, for it to be effective, it will include these 6 concepts.
- Cohesive Branding
Marketing pieces don't necessarily need to look good (although it's better if they do), but they do need to be instantly identifiable as yours. Just like a logo is a visual representation of a company, every marketing initiative should share enough design elements to create instant brand associations. When every marketing initiative visually connects, it will generate momentum and ultimately increase sales. - Benefits-Driven
A common marketing mistake is assuming that a product or service's benefit is obvious. Even if the benefit is obvious, it's still important to point it out, even if only to communicate that you understand a customer's pain points and goals.
The further down the chain a benefit can connect, the better. For example, if something allows for greater capacity, it's better to frame it in terms of profitability and customer service than just capacity itself. Maybe capacity is used to take advantage of economies of scale, perhaps it's to ensure customer responsiveness, or conceivably it's to secure better market prices. Continually making those connections will communicate the value of your services, which in turn, will shorten sales cycles and improve customer relationships.
- Resonates with the Market
It's key that you understand who you're marketing to, and more importantly, what information they want from you. Content that is either too technical or not technical enough, will not only be wasteful but also send unintended messages of being out of touch or not the right fit.
Marketing pieces may also need to be layered, especially if you have to market to different types of decision-makers within an organization. The CEO may be concerned about profitability. The department manager may be concerned about capability. And the engineer or network admin might be concerned about some technical specifications. Effective marketing pieces can bring together all these concepts and communicate to each of the parties involved. - Contains Substance
In today's world with information overload, there is nothing worse than spending time reading or watching something, to reach the end and realize you gained nothing. Effective marketing pieces provide actual information that can be used to make decisions. That's not to say it needs to be a technical manual or full terms of service document, but it should provide more than a simple surface-level description.
Marketing substance can be used by leads to qualify themselves. Done correctly, this can help prevent sales from wasting their time. However, if done incorrectly, it can also filter out good leads. It's important to be strategic during this process. - Shows Not Just Tells
Effective marketing proves its claims. Are you the industry expert? Do you offer world-class customer service? Are your products the highest quality? Whatever you claim, it's most effective when you offer proof. Proof can come in many forms, such as offering expertise as a marketing strategy, showing industry awards or certifications, or even customer testimonies or case studies.
It's also important to make sure your claims align with your reputation. If you're having customer service issues, but claim you've got great customer service, you'll lose rapport and potentially open yourself up to ridicule. Instead, focus on things that are both true and important to the industry. - Call to Action
Make sure you offer an invitation at the end of each marketing initiative. Help them know what comes next. Listing contact information is a bare minimum, but it's much more powerful when accompanied by a 'next step'. For example, "Want more info? Visit us online at..."
How can Stratimar Help?
If you want to find ways to be more effective with your marketing efforts, contact Stratimar. For over 10 years we've helped companies in the ag, petroleum, manufacturing, distribution, and machining industries increase sales and revenue through effective marketing strategies.
