A relationship with a customer starts with tell before sell, converse before convince, and stories before solutions. Connections develop with communications and executing it effectively requires technique. Your marketing communications strategy helps you land the right message to the right customer, at the right time, using the right medium, and when done well, it helps you build long-lasting relationships with your customers.
We, at The Talespinners, specialise in creating a powerful marketing communication strategy that helps your brand stand out from competition, carve a niche for your business in your industry, and attain mind share of your customers. We follow a six-step process to create your marketing communication strategy:
1. Identifying your target market
Target market is the addressable market of people who are most likely to turn into your customers. Understanding your industry, business size, geography, expertise etc, we define your target market as the first step. This helps to clarify who we want to sell to, and whom we do not want to sell to.
2. Defining your target customers
Within the target market is a set of customers that can be distinguished on the basis of their choices, preferences, and decision-making approaches. These target customers or buyer personas provides simple character descriptions of whom we want to relate our messaging to.
3. Crafting your unique selling proposition
Your business distinguishes itself from its competitors on the basis of certain benefits or solutions, commonly referred to as your USP or Unique Selling Proposition. We help your craft the right USP for your business, keeping in mind the persona that we are targeting in the identified target market.
4. Matching the target customer’s problems to the product solutions
We deeply analyse the buyer personas we create to understand the journey a buyer goes through and identify the pain points in this journey. As we list down the problems identified, we map it to the solutions your business offers. Understanding both these aspects gives us an extra edge to utilise your business USP in creating communications that are focused, relevant, and relatable.
5. Matching the messaging to relevant channels
Developing apt communication that helps solve a specific problem for a potential customer was the first half of the strategy. The second half is about ensuring that this communication reaches the potential customers through the right channels. All digital selling platforms, including social media, search engine advertising, banner advertisements etc, have different roles to play and customers engage with each one of them uniquely at different times. We help target the right message to the right customer at times when they have the highest propensity to take action.
6. Setting SMART goals to measure progress
As ads are served, content is shared, and messaging is delivered, the next step is to measure the outcome of each activity. We use SMART - Specific, Measurable, Achievable, Realistic, and Timely - goals to measure the outcome of our marketing communication strategy implementation. We modify the strategy as and when needed and track the return on investment on a very frequent basis.