Developing a marketing and communication strategy for your business

Shortage of resources (people, time, budget), keeping up to date on what’s going on in your market, obtaining quality leads and improving brand awareness and reputation have made it increasingly difficult for many organizations. This has become especially true among entrepreneurs who are concerned with not just domestic but also international uncertainties.

Developing A Marketing And Marketing Communications Strategy Is The Key

This should be your priority. Without a strategy for a plan there are way too many opportunities to get off track and chew up your investment. Your return on investment will suffer. Consider the following to focus your efforts when developing your strategy and plan:

1. Determining, understanding and verifying your target customers and prospects should be at the top of your plan. To improve profitability and ROI you must know what your audience wants and needs, how they perceive your brand and how it stands up to competition.

Be sure to avoid industry and company “myths” and internal “opinions”. Undertake primary and secondary research to understand your audience and get much information available about companies and brands.

2. Also, as part of your knowledge of your audience, determine the size and scope of various sub-segments that exist today and will tomorrow. For instance, who are your audience? If you get that, look at the dramatic growth of these segments of the populations and determine if your brand needs to pay particular attention to them.

3. After understanding who your audience are, develop your unique brand position. To do this, create a brand positioning statement. The statement is a succinct description of the core target audience to whom the brand is directed and a compelling picture of how you want your audience to view the brand. Sound simple? Take a few minutes and try to answer the four components of your positioning:

· The target audience, in very specific detail

· The category in which you complete and its relevance to customers

· The brand’s benefit and point of difference

· A reason for the customer to believe – the most compelling proof

All marketing and marketing communications should flow from this positioning, and it should be fully understood and embraced by all employees, sales reps, partners and management.

4. Improving brand awareness is very important but only the first step. You also need to create great customer experiences with each touch point of your brand. And that means creating brand advocacy at all levels of contact. Develop brand champions at every level of purchase and repurchase to improve ROI.

Be sure these influencers completely understand, believe and can articulate your brand premise. And provide them with the training and tools to convey their trust-worthiness in a believable manner.

Developing a marketing and communication strategy for your business

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