How Are You Different: Importance of a Strong Marketing Message
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The most important step in building a strong brand in a crowded marketplace is to find your unique voice. This presentation by Soapbox Marketing helps companies to articulate a strong message to the right audience on the web and in social media. Also shows some examples of what not to do on your website.
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How Are You Different: Importance of a Strong Marketing Message
- 1. How to Be Different: Importance of a Strong Marketing Message www.soapboxmarketing.com
- 6. How do you go from… C C C You Web Site Social Media Lead Gen Print
- 7. To This? Print Customers WebSite Social Media Lead Gen
- 10. Customer Profiles Start by building Personas for each target customer. Be descriptive… humanizing.
- 14. 3 Characteristics of GOOD Marketing Messages Clarity Relevancy Credibility
- 15. Your Website - What’s my message? - Will they know they are in the right place? - Does the visitor get my message quickly? - Information is easy to find Clarity
- 16. Your Website - Keep your web site customer-focused - Your “look and feel” matches your business - Who Cares? Talk about what concerns them - Give ‘em what they came for ! Relevancy
- 17. Your Website - Believable, trustworthy, expert - Proof Points: Testimonials, case studies, stories, videos, articles, white papers, customer list Credibility
- 19. What the heck do these folks DO???
- 20. What the heck do these folks DO???
- 21. Who we are Why we’re different Benefits to you Now let’s look at a targeted home page…
- 22. Why you should care To Donors To Media To Pharmacists Clear messages to 3 target audiences.
- 23. Be Consistent Consistency builds brand awareness! Repeat your message everywhere because…
- 24. Social Media
Editor's Notes
- So what? You have been in business longer than your competition. If you add up the experience of your staff, you get 9000 years of combined experience. What’s in it for your customer? You need to tell them explicitly why that is important to them, on your web site, your brochures, your presentations, your face to face communications, etc. etc.
- There are thousands people who do what you do. Perhaps even in your own company, much less in the DC Metro area. How are you going to tip the scales in your favor? First you have to know who your customer is.
- There are thousands people who do what you do. Perhaps even in your own company, much less in the DC Metro area. Ask how many people do you know who do what you. How are you going to tip the scales in your favor? First you have to know who your customer is.
- How do you know all this? Ask!!! Interview your customers! Talk to them. What information do they need? Talk to your customer service people, your employees who interface with your customers every day. Ask them why they buy from you. Understand your customers is to feel their pain!
- In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&R has several customer types.
- HavIn terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&R has several customer types. e them read their answers.
- In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&R has several customer types.
- In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&R has several customer types.
- Just like your business plan and your marketing plan, you need to write it down.’ This forces you to think long and hard about how to explain everything that you took for granted about your brand and what it stands for. Your brand overview includes your mission and vision statements, your key brand messages: why you are different, better, unique. Some questions that it answers are: how are we different. Why is this important to our customers? What words do we use to describe ourselves and why? What tone do we use in our marketing materials and sales presentations? This exercise will get your team thinking, and then be able to articulate your specialness in an emotional way to your audience. You can be the most academic or technical company in the world, but you still have to make a personal connection with the person who’s going to buy from you.
- Your message needs to be 3 things: easy to understand without having to read through your entire website to get it, relevant to the customers you are trying to reach, and believable.
- Clarity in communicating your value proposition is vital in attracting the right visitors to your Website and in the conversations of sales people engaging Internet savvy buyers.
- Ask yourself if these sites are credible, relevant and clear. Who has a watch with a second hand? Time us for 9 seconds. Whoever can tell me what this company sells wins a pizza with everything on it. Let’s look at some examples, good and bad. And let’s check for Clarity, Relevancy and Credibility.
- Same goes here…
- Here’s an example of many messages being conveyed successfully to different audiences. (Tell about Nova Scripts.) Client wanted to make an emotional connection to different audiences: Funders, donors, media, volunteer pharmacists.
- Your message must be consistent across every medium that you use: web, print, face-to-face introduction. You have to use the same visual message, your visual brand, across all media as well.
- Talk about Davelle.