Start the year off on the right track by asking yourself a few simple questions…
Is your branding consistent across all your marketing communications? A consistent brand (visual, written and cultural) increases brand awareness and recall and helps to get you on your prospects’ shopping list.
Is your brand visually differentiated from your competition? Without any experience of your product or service, a bland brand gives no reason for a prospect to choose your business over others. Differentiation in line with your unique positioning will make your brand stand out even in a cluttered market.
Are you using simple, relevant messages in your marketing material? Business owners often over think their messages, trying to deliver too many reasons to buy at once. Keep your message focused and concise.
Are you tapping into the real motivations of your prospects? Think beyond clichés and motherhood statements. Think about the triggers that would encourage a prospect to actually buy from you NOW rather than simply feel inclined towards your product or service.
Are you using the right media, messages and creative execution suited to the generation you are targeting? Different generations require different marketing tactics and styles of execution – don’t compromise the effectiveness of your campaign by trying to appeal to everyone.
Are you using the most effective language for your target? Do you need clever hooks or conceptual messages to cut through? Are emotive or rational arguments best to sell your product to your key target? Do you need to amuse or entertain to be heard or are you looking to inform and educate?
Are your messages reaching your target with a high enough frequency to be recalled? One touch is rarely enough, particularly with the restricted budgets of SMEs.
Are you becoming predictable with your campaign timings and content?
Don’t become like wallpaper