Businesses of all types and sizes need to ensure that their outreach investment yields a
superior return. Here are some tips to help you develop marketing and advertising that will
achieve this goal.
►Engaging—your marketing and advertising needs to capture attention within the marketplace
and engage prospects with your company and your services or products. You have only a few
seconds to engage your prospects and entice them to read further, learn more, or connect with
you on another platform. Make sure your outreach is well written and designed to achieve this
►Targeted—be sure that your marketing and advertising is created with your target market
clearly in mind. Speak their language. Communicate items that are of primary importance
and value to them. Create a design that will be visually appealing to them. Although you are
reaching out to a broad audience—your target market prospects should get the sense that you
are speaking directly to them.
►Value Propositions—the strengths and unique assets that set you apart from your competition
should be presented effectively in your marketing and advertising. Your value propositions
answer the question—why choose your firm over the competition? Ensure that they are woven
into every form of your outreach.
►Call to Action—what do you want your target market prospects to do? Is that clear and
compelling in your outreach? Make taking the next step to connect with your business an easy
one for your prospects.
Ask the following questions as each outreach component for your business is created:
►Is this outreach piece engaging?
►Does it speak clearly to our target market prospects?
►Do our value propositions come through effectively?
►Is the call to action clear and compelling?
If you can answer yes to the four questions above for each of your outreach components—you
can be assured that your business will achieve a superior return on your outreach investment.
Content marketing is a valuable outreach tool in your quest to establish your business as the ‘go to resource’ for your specific services or products. It involves creating and sharing newsworthy content to engage current and potential target markets. Content marketing supports the theory that delivering high-quality, relevant, valuable, insightful information to prospects and clients/customers drives profitable consumer action.
Examples of content marketing include:
- print or on-line newsletters
- trade journal articles
- newspaper or regional magazine articles
- white papers
- email news updates
Use content marketing to demonstrate that your business is on the leading edge of the trends and latest developments and corresponding statistics in your field, as well as proven methods and technologies. Time is valuable to your prospects and clients/customers. Show your respect for the value of their time by ensuring that your content is newsworthy, efficient and well written, and valuable to your readership. Be sure to build your corporate voice and personality into your content marketing. Don’t promote your services and products—secure your company’s position as a leading expert in the field through effective content marketing and the purchasing of your services and products will follow.
Content marketing enables you to establish your business as a thought leader and industry expert and supports your marketing, advertising, and public relations efforts. Put content marketing to work for your business today!
A strong, effective brand is an essential component in your successful marketing communications program. As the competition for clients/customers continues to increase in the marketplace—the importance of having a strong, effective brand increases proportionally.
Your brand needs to:
- Deliver your message clearly
- Secure your credibility in the marketplace
- Connect with your target market prospects on an emotional level
- Motivate purchasers of your services or products
- Ensure your client/customer loyalty
Consistency is key with regard to branding. Your value propositions (those aspects that answer the question—why choose you over your competition?), tone, messaging, color palette, typeface, and design components must present a consistent and compelling image in every point of your contact in the marketplace.
How do you develop your brand? Ask yourself the following questions as the first step in the process:
- What services or products do you offer and what are their core values?
- What are the core values of your company?
- What is your company’s mission?
- What are your value propositions—what sets you apart from your competition?
- Who are your target markets?
- What is your company tagline and what message does it send to your prospects?
Use the answers to these questions to create a personality or character for your company and then that personality can be developed into a visual and verbal corporate brand. Be sure the corporate brand that is created will serve you well for the long term—tweaking or revising your brand weakens it in the marketplace. Make sure your brand will be easily recognized as yours and then promote it in the marketplace.
Questions or comments? Write to email@example.com.
The most effective and successful outreach is achieved by implementing a strategic outreach plan that addresses specific goals and objectives and encompasses a combination of marketing, advertising, public relations, and a strong web presence. Your strategic outreach plan should be developed in a menu-driven manner so it can be implemented incrementally as your budget permits.
Consistency with your branding is very important. Your brand includes your visual images, color palette, text, tone, and messaging. It is critical to create a well-considered brand that speaks to your target markets and conveys your value propositions—what sets you apart from your competition. Ensure that all of your outreach supports and leverages your brand. Repeatedly tweaking and changing your brand weakens your position in the marketplace. You want your clients to see or read something and know it is yours—branding recall is one of the greatest returns on your outreach investment.
Evaluate your strategic outreach plan twice a year and make any revisions that are necessary to respond to current economic conditions, trends, and new developments in technology. Take the pulse of your plan and its results and modify it as needed.
Request feedback from your new clients or customers to find out which outreach components brought them to you and why. Was it a referral from one of your clients or customers? A particular brochure, flyer, or direct mail piece? A specific ad? A press release in their favorite magazine or newspaper? Don’t interrogate—just try to obtain this information as feasible without pressuring your prospects in any way.
Ask for feedback from your existing customers to find out what makes them a loyal client or customer of yours. What are you doing well? What can you do better? Annual surveys to your clients are enlightening and produce valuable insight into your client base. The more informed you are about your clients or customers—their evolving needs, preferences, and priorities—the more successful you will be.
Reach out regularly to remain in the forefront of your target markets’ minds. Showcase how you meet their needs. Highlight why you are valuable to them. All of these are critical to the expansion of your business and the increase of your sales. Successful outreach is an ongoing journey—it is not a destination.
Questions or comments? Write to: firstname.lastname@example.org.