Let’s say your company has just released a new set of marketing materials. Your company’s website, in addition to traditional materials like brochures and flyers, has been fully redesigned.
After that, a campaign is begun. The marketing crew worked diligently to distribute physical collateral and notify existing and potential clients about your sleek new website.
Six months later, an internal assessment was conducted, and to everyone’s surprise, sales had scarcely improved. In fact, for a few months, the total turnover was actually lower.
What went wrong, exactly? Were any errors made throughout the distribution? Is there some unidentified environmental issue that has stifled your marketing efforts?
Is it possible that the collateral was deficient in some way? In some situations, may it possibly be harmful to your company’s reputation?
Isn’t this a classic case of marketing communication that didn’t invite business but instead drove potential customers away?
WHAT IS MARKETING COMMUNICATION, AND HOW DOES IT WORK?
All of the messages used by corporate entities to connect with their target audience are referred to as MarCom (s).
In today’s environment, most, if not all, businesses employ a multitude of channels to communicate their messages, including online, offline, and interpersonal channels. Importantly, MarCom isn’t only about sending out sales messages; in many circumstances, it can also be about establishing a presence or establishing a reputation.
Regardless of the end goal, MarCom serves as a link between a firm and its customers. It’s also a link that needs to be maintained, reviewed, and renewed on a regular basis. The lack of which might result in immediate decreases in profitability.
4 COMMON MARKETING COMMUNICATION MISTAKES TO AVOID
1.You don’t say anything
“Welcome to the website of XYZ Company. We first opened our doors in 2010. So-and-so and so-and-so are two of the products we sell. We believe in offering only the best products at the best pricing, and we follow a customer-centric philosophy…”
Does any of this ring a bell?
If that’s the case, it’s probably because you’ve seen too many similar company profiles. I’m sure none of them ever piqued your interest. That is if you read them all the way through.
Many businesses are afraid of disclosing information to the public for reasons such as information leakage to competitors. Even if it’s for commercial objectives, specifics are usually kept to a minimum. To fill up word counts, there is an overt reliance on imprecise statements and cliché claims.
This is prudent; in some industries, it is almost certainly required for existence. That said, don’t you agree that any business identity is utterly lost when it’s overdone?
So you’re a representative of XYZ Company. So you sell everything and treat your consumers like kings. So, what’s the deal? Why should I make a purchase from you? In an economy where hundreds of companies all promise the same thing, why should I even remember your name?
This is the most important aspect of efficient marketing communication. You must always add a unique reason to justify establishing a connection with you, no matter how cautious you are when presenting yourself. Also, no. These are not reasons: high quality, low costs, and excellent customer service. These are overused buzzwords that experienced professionals quickly dismiss since they’ve heard them too many times.
To use writer’s jargon, your marketing message should always answer the question, “Why should I do business with you?” rather than simply inform who you are and what you do.
If you don’t, you’ll forfeit all chance of making a fruitful relationship with a prospect. In today’s busy environment, you can even be forgotten right away.
2.You Deliver the Nonsensical
This is a spin-off of (1).
“You work for so-and-so firm. You were founded by a resourceful, intrepid World War II veteran who spotted an enormous opportunity while careening through the jungles of strife-torn tropical Malaya. You’ve continued to seek out the greatest methods for manufacturing whatever it is you’re producing over the years, and today you’re, you’re, you’re……”
How did you feel after reading the paragraph above? Did you give a sigh of relief?
While vivid anecdotes and testimony can add color to a conversation, they can also be irritating, if not downright offensive, at times. This is especially true when important facts are buried in a sea of data—a sea of words that no one can simply navigate.
As beneficial as storytelling approaches and client testimonials can be, it’s sometimes better to just get right to the point and convey the message’s meat.
Apart from that, reducing fluff is a sign of respect for any client. In today’s fast-paced world, no one wants to waste time reading the unimportant. Such respect may even be the determining factor for firm owners who have been burned by years of industrial bluffing.
3.You exaggerate a lot.
Expect prospects to be dubious, to put it bluntly. There will always be some skepticism, no matter how pleasant or amicable a first meeting is. This is especially true when there is no face-to-face interaction, as in the case of a company website.
As a result, never use exaggerated claims and accolades in your marketing communications. Never make such boasting the centerpiece of your message. If your statements are simply exaggerations, you are also courting future problems.
You may now inquire. What if such accolades are your items’ genuine selling points? What if they’re what sets you apart from your competitors? Is it necessary to stress them?
The quick answer is yes, but such competitive advantages should be highlighted tastefully and objectively.
For example, rather than cramming the first page of your business biography with glossy photos of awards your company has received, compile them into a professional-looking list and present it after you’ve explained your main setup and services.
Alternatively, simply use these honors or achievements as embellishments on your material; many of them will come with a badge or logo that you can use. This eliminates the unappealing aspect of bragging. If they are truly relevant, your prospect is likely to already be aware of them, eliminating the need for you to expand further.
4. You don’t have a call-to-action on your collateral.
A call-to-action appears to be basic and straightforward to create. However, the truth is that it may be the most difficult aspect of any marketing communication to create.
If not the most difficult.
This is due to a variety of factors. Some clients, for example, maybe concerned, or even neurotic, about “committing” to you. To some people, even a consultation could be construed as an obligation to buy.
Others may be apprehensive for a variety of unfathomable reasons, such as industry conventions, personal negotiation styles, personal preferences, and so on.
In any case, the key point is that you should phrase your call to action after putting yourself in your customers’ shoes.
To put it another way, do what will cause them the least amount of distress.
A “Call us today!” or “Buy now!” will certainly be a massive turn-off if your items and services are reasonably priced.
If you’re pushing a bargain on reduced furniture, electronics, or other things, “Buy now!” is quite acceptable, if not required.
To put it another way, your call-to-action serves as the conclusion of your marketing campaign. The way you tell it has a big impact on whether or not your entire tale is remembered and subsequently embraced. Learn More: https://avaifc.io/stein-mart-credit-card-login/