How To Know If You’re A Strategic Marketing Communicator, Ask Your Strategic Thinking Business Coach

Competition in the business world requires sound strategic thinking and planning. And one application of those strategic tools is in business marketing communications. And Your Strategic Thinking Business Coach believes that strategic thinking and planning need to be done before developing or recreating any marketing communication. For example, it is important that you take time to think about what role your marketing communication will play and how it will help you achieve your strategic marketing goal(s).

Every strategic marketing communication, from your business card to a simple handout at events has a role to play in moving “your prospects forward.” Here are some of the ways to move your prospect forward: marketing communication tools include:

+ introducing yourself

+ understanding what to do how to help people

+ gaining permission to market to prospects

+ earning prospects’ trust

+ creating and strengthening a relationship

+ getting prospects’ attention

+ provide information

And here are some of the strategic marketing tools to help you move your prospects forward:

+ business cards

+ advertisements,

+ direct mail sales letter

+ Yellow pages

+ web site

+ brochure

+ ezine

+ free report

+ post cards

Now, let’s look at some strategic questions to ask about what you want the prospect to do.

+ What action do I want the prospect to take?

+ Are my current marketing methods achieving my goals?

+ Is this marketing communication tool the best way to get the prospect to take the desired action?

+ When will I use this marketing communication tool?

+ What information do prospects need to know to move forward?

+ Who will benefit from this marketing communication tool?

+ What is my call to action for the prospect?

If you think and plan your marketing communications in a strategic manner (as outlined above), you will be able to make a more educated, more informed, and strategic decision about each of your marketing communication tools. Taking time to ask the strategic questions and analyze if your marketing communications will fit your goals will help ensure that you will reach your goals. And you will know that you are a strategic marketing communicator.

Your Strategic Thinking Business Coach encourages you to fully realize the benefits of business coaching to strategically and effectively market your business. If you would like to learn more about how a strategic thinking business coach can facilitate and guide you in that endeavor, please contact Glenn Ebersole today through his website at http://www.businesscoach4u.com or by email at [email protected]

A Small Or Midsized Company Marketing Communications Audit – Improving ROI For The Year Ahead

With another new year approaching, you’re probably even more concerned than usual – because of the sluggish economic growth, turbulent financial markets, unknown fallout from Brexit, and the exhausting and uncertain election season. Rest assured, your customers, prospects and employees are probably as concerned as you are.

These concerns will in many cases retard or even halt decision making and commitment to a variety of programs. In fact, the August CEO Confidence Index from Chief Executive Magazine, reflecting opinions on “future business conditions”, is near its lowest level since January, 2015.

As a marketer in a B2C, B2B or nonprofit organization, developing and implementing your new marketing and marketing communications strategy, plan, budget and tactics probably seems even more unnerving than in previous years. And the time to commit your resources – money, time and people – is rapidly approaching.

In the midst of all this doom and gloom are there any rays of sunshine? We believe there are, and recommend that now is the perfect time to take a step back and consider a more thorough evaluation of your program through the use of a marketing communications audit.

A Marketing Communications Audit Improves ROI

If you haven’t recently (or ever) conducted an audit, now may be a crucial time to do so before committing your already stretched resources. Like a financial audit, this process will provide an objective, professional picture of your current situation.

It will help you identify the strengths and weaknesses of your marketing program as a whole, as well as how each communications tactic and message does or does not contribute to your objectives, strategy, budget and ROI.

The audit can provide a meaningful analysis of both your internal and external tactics and messaging, creative approach, subject matter, media mix, and budget allocation. Importantly, it will also provide an understanding of what is registering with your customers, prospects and employees versus what they really want to know about your brand.

Ultimately, the audit will provide an understanding of what needs to be improved, along with an actionable integrated roadmap of how to achieve your goals – how specific messages should be delivered across all forms of traditional and new media, as well as events, promotions, public relations, packaging and employee communications. The end results of this type of audit can significantly improve your marketing communications ROI now and well into the future. It will also provide you with the peace of mind that comes from knowing your have developed a plan based on increased rigor and professionalism.

Marketing Communications Consultants Can Really Help

Most probably, you’ve already put a lot of hard work into developing your marketing and marketing communications plan. And, even if you believe that an audit would be a prudent way to go, you might not be confident that your internal staff has the time, energy or skill set to provide a thorough and in-depth audit at this time. Fresh eyes and apolitical candor from outside consultants might be just what you and your already stretched team might need.

Consider tapping into established, media neutral consultants, with broad experience across industries, companies and nonprofits, both large and small, who are willing to “tell it like it is” so candor will flourish. Don’t settle for a consultant with experience in only your niche or industry, selling only one particular discipline. And be sure they’re analytically driven, willing to test their measurements against the real world. This is the time to take a broad view of your business and opportunities, not to rely on “this is the way we’ve always done it”

Improving your ROI for the year ahead is always an important goal; it’s even more important this year with the increased uncertainties facing all of us. Fresh and apolitical evaluation and measurement of your program makes a lot of sense. As W. Edwards Deming, the father of modern quality management techniques, said, “Without data, you’re just another person with an opinion.”

How to Bolster Advertising Success Through Integrated Marketing Communication

There was a time when mass marketing your skills and expertise was enough to secure a steady stream of work. Those days are over. The shotgun approach simply doesn’t deliver the results you need. You must take careful aim at your intended target. That’s where integrated marketing communications takes its bow.

Follow the Yellow Brick Road. More than 75% of companies with three hundred plus employees have embraced the doctrine of Integrated Marketing Communications and small to medium size companies are rapidly following suit. To make Integrated Marketing Communications part of your corporate identity requires a strong commitment from senior management coupled with a basic vision. With commitment and vision, you can put market resources in place.

Your Customer Database. Start developing a successful program by analyzing your database. See just what different customers require and respond to. Do extensive profiling and segmentation of your customers. Understand them. Know their buying habits. Then focus on specific customers and prospects who use your services. This customer-driven approach is cost effective and delivers better results. You discover who your prime prospects are in order to tailor communications to their special needs.

Integrate marketing and sales. Use your new insights to shape marketing, sales, and communication strategies. Encourage those in sales to attend strategy meetings. They have their eyes and ears in the marketplace. Invite everyone in your company to make contributions and become involved.

Differentiate yourself from the competition. If there are no real differences, create perceived differences. Develop a customer contact strategy. Build long-term relationships with customers you already have. It is five to eight times more expensive to obtain a new client than maintain an existing one.

Pick a Judge. Someone must take responsibility for judging and evaluating what’s going on. Don’t do things simply because they’ve always been done that way. Integrated Marketing Communications is about twenty-first century selling and marketing. It offers the promise of increasing success.

Get the Word Out. What tactics should you implement? There are a multitude of vehicles you can use. Advertising is the most popular vehicle. However, it may not be so effective for service-oriented businesses. Consider trade shows, direct mail, and public relations. Disseminate your message through sales promotions, telemarketing and websites. You may find multimedia presentations and special events add strength to your communication, too.

Participate in Social Media. Facebook, MySpace, LinkedIn, Twitter, Ning and countless other online resources offer unbridled potentials for reaching prospects you are looking. Use the research you have done through Integrated Marketing Communication to identify who you want target via social media.

Doing all these things will be in vain if you do not track the responses you get. The responses are there to evaluate. Analyze the feedback. Use it continually to shape your database. It will help you on the next go ’round.