The most common mistake made when they try to do it themselves is that their marcomms lacks a strategic understanding of the customer and/or isn’t linked to a business plan.
Without the right kind of marcomms expertise, you can push out communication that fails to engage or achieve the desired outcome. At NWO, our experienced professionals can develop customised marcomms strategies and compelling content to position your brand perfectly with the right audience.
Here’s a handy checklist of the important questions you need to ask and answer before embarking on any form of marcomms.
1. What does the marketing communication need to deliver?
Every strategy needs an objective—is it revenue, new customers, enquiries? Set a goal that is measurable and realistic.
2. How are we different?
Think hard about what makes your business unique and differentiates you from your competitors. Then you can market your difference to link to your objective.
3. Who are our competitors?
Effective marcomms starts with a robust analysis of your marketplace competitors. Map their strengths against your own unique offering.
4. Who are our customers?
Most companies think they know their customers but not all go very far beneath the surface. Do you know what they really want? Have you asked them or have you assumed your product or service fits all their needs? How do they buy your products/services? What is their mindset? What problems do they have? These are the types of strategic questions that need to be asked (and answered) to make your marcomms effective.
5. Are we using the right communication channels?
The best messages are wasted if your desired audience isn’t seeing them. Use the right channel at the right time to ensure your messaging connects and engages.
6. Do we have the right message?
Any business can talk about its product or service, but is that what your customer wants to hear? Acknowledge the problem you are solving for them. Double-check the language suits them. Ensure every message reflects your brand position, your personality, your tone of voice and has the creativity to cut through all the clutter.
7. How are we measuring success?
Define the measures you’re using to link back to your goals. You can’t manage what you can’t measure.
Maximising your investment in marcomms is your ultimate goal and posing these questions before you start work is crucial to achieving long-term success.