Tag : marketing

29Jun
Why Marketing Design Matters ImageWhy Marketing Design Matters

Why Marketing Design Matters

It’s easy to neglect updating the marketing design in your materials. Many times, companies use the same design for their marketing materials and just plug in updated specs and product information.

Over time, it’s easy to fall into complacency and lose that critical eye towards pieces that have been working for you. After all, “If it ain’t broke, don’t fix it!” Many companies are satisfied as long as the information is correct. Unfortunately, that’s not enough! There are a lot of companies competing for your prospective customers’ attention, and with our shrinking attention spans, individuals are becoming accustomed to making snap judgments. Your product information could be saying you are leading your industry, but your marketing materials may be telling a different story.

Print Materials

Most B2B companies understand the continued need for print materials in their marketing mix, but even those marketing staples have evolved to incorporate updated marketing design. People now spend less time than ever digesting what’s in front of them – about seven seconds! Gone are the days when individuals sit and read large chunks of text they are handed or receive in the mail. It’s all about bullet points, sub headers, and an appealing design.

If you are taking your updated information and plugging it into the same brochure, sell sheet, or postcard template your company has been using for years, your materials likely aren’t as effective as they could be. People have complained about the amount of advertising they are exposed to since 1759, and the advertising clutter continues to grow annually. There are two ways to increase your odds of prospective clients paying attention.

  1. Get to the point. Companies have to assume their materials are only given a cursory glance before a reader decides to put it aside or to delve in and read more. Give your readers the information they are looking for as quickly as possible in a straightforward manner. Provide easy options for them to get more in-depth information, should the want it. Your layout should be easy to follow; colors and font should be crisp and clear.
  2. Get creative. How many postcards and flyers do decision makers receive in year? A month? A day? Make sure yours are standing out and not getting lost in the shuffle. This doesn’t mean gimmicky. Some well-placed images, a less common size, or a memorable and fitting cutout or insert could be all it takes.

Even with a robust print material campaign, most prospective clients will check you out online before calling to make an appointment or purchase. Which leads us to…

Websites

Even if you don’t know anything about the technical aspects of websites, you know an outdated website when you use one. It’s hard to navigate, it’s difficult to use on phones, and overall takes a long time to find specific information when you have a question. Companies that continue to have a website that is not “mobile friendly” are immediately creating an unnecessary barrier for prospective clients, since 42% of B2B decision makers use their mobile device for research.

In addition to the mobile friendly aspect, load times and content layout dramatically impact how long a prospective customer stays on your site. In fact, if your load time is more than three seconds, many people could leave your site before ever seeing the content. (Remember that 7 second attention span?) Of course, outdated information is sure to be noticed. As prospective customers gain information on their options, they are sure to check you out online. Make sure they like what they see! Current marketing design practices for websites include ensuring your site is responsive and contains relevant images and videos to further engage prospective clients.

Many companies find themselves stuck with a webmaster who built their site but doesn’t do great updates or are unwilling to keep up with best practices. The task of building a new site can seem daunting and even impossible. That said, it is well worth it to invest in a responsive website that will be easy to update and make changes to in the future. The internet will continue to evolve; if you are already behind, it will only get worse until you make that investment.

Regardless of what industry you are in, the design of your marketing materials matters. Your marketing design is as important as the machinery or materials you use for your products. You wouldn’t go years without considering an update or evaluating best practices, and the same should be said for your marketing efforts.

If you are concerned your marketing materials don’t align with today’s best practices, contact us for a free discovery appointment, where we will evaluate your current materials looking for opportunities – with no commitment from you.

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13Jun
How Businesses Can Find ContentHow Businesses Can Find Content

How Businesses Can Find Content

Savvy businesses understand the need for current, relevant content for their followers. Whether it’s blog posts, email blasts, or social media posts, businesses need content to present to their followers and keep them engaged and interested in the brand. Developing a content strategy, on the other hand, is often easier said than done. The first hurdle is determining what is newsworthy to your followers, and how to find the news within your organization.

You can’t write about everything, every time.

If each email you send looks like a rundown on all the products or services you offer, there’s some room to grow. Anyone can look at your website to get that information! If the information in your emails remains the same, what is the incentive to continue opening the emails and clicking on the content? The same can be said for social media channels. If the information being presented is more like catalog listings, there is little reason to continue to actively follow your organization. That’s not what you want!

These followers have already made the emotional investment to like your page, sign up for your email, or click on your blog. They are asking for deeper engagement. Don’t give them a catalog listing, give them something to dig into! Narrow your focus and provide rich content on a specific product or news item.

How do you find your focus?

Your company likely has several offerings or areas of focus. How do you choose what to focus on? You want to choose what is most relevant to your company and the industry. A newsworthy item could be a new product or service you are introducing. Time sensitive information, like a new award or an upcoming trade show you are attending, is also an example of something you want to ensure your followers hear about.

Of course, you may not have breaking news on a weekly or monthly basis. That doesn’t mean you have nothing to talk about, though! This is a chance to highlight your company’s offerings with content that differentiates you from your competition. Don’t regurgitate information readily available on your website, brochure, or catalog. Add value to your content.

If you have great relationships with your clients, write a case-study that showcases an instance where you really solved a major business pain for them. This kind of piece can require some legwork and elbow grease, but can really move perspective clients. Work with your client and get their permission before embarking on this path. Ensure that you will not share any proprietary information, trade secrets, or other competitive knowledge. Instead, focus on what problem you solve for them. Is their process faster now? Their turnaround time shorter? Are you saving them money, making their products safer?

Are your products doing good in the community? Create a human interest piece by focusing on how your products benefit the community. If your products or services don’t lend themselves to any feel-good stories, what about the rest of your company? If you have any community programs or service projects, let the public know what you are doing!

Lastly, highlight an existing product or service. The key here is to offer more information than what people would be able to read in your brochure or catalog. Companies can use this opportunity to address any common misconceptions, FAQs, or to focus on largely unknown or underutilized features.

When selecting the product or service to highlight, there are a few things to keep in mind.

DO

  • Select an area of your company that you excel in.
  • Choose a line that you want to expand in, and have the capacity to do so.
  • Focus on a product or service with a good ROI for your company.

DON’T

  • Pick a product or service you are discontinuing or trying to get out of. (Unless you are highlighting a sale!)
  • Write about a product or service that you don’t have the capacity to expand in.
  • Highlight something with a poor ROI for your company. If your content drives new business, you want it to be business you want.

Strategize when to release your content.

Once you have content, decide when to release it. Some content is evergreen, but if your product has a cyclical lifestyle, it’s important to think about the timing of your release.

Releasing your content during a high volume time, when your product or service is used the most, will hit followers at a time when they are actively thinking about your product more and experiencing a business pain. You’ll be more likely to grab their attention, but less likely to make an immediate sale, since they will already have providers in place for that cycle. On the other hand, if you have a feel for when your target audience is reassessing their processes and considering new providers, that’s a great time to have deeper engagement with them via a well-thought piece of content.

Quality content is not a continuous sales pitch, regurgitating information from your website, brochure, and catalogs, and you don’t necessarily need to offer sales to get your target audience’s attention. Your content strategy should use what your organization is already doing to generate relevant, engaging content that will keep your followers interested in your company.  360 Direct is a Milwaukee and Chicago Marketing Company.  We can help you execute these strategies!

 

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16Mar
360 View of ManufacturingThe 360 View of Why Manufacturing Matters

The 360 View of Why Manufacturing Matters

Wisconsin is highly impacted by the manufacturing industry, with many residents employed by manufacturing companies. According to the Milwaukee Journal Sentinel, “Wisconsin stands out as one of few states where manufacturing has remained the biggest employer” (1). Events such as Manufacturing Matters, which took place in February, is just one example of how manufacturing is regularly highlighted as a significant part of Wisconsin’s economy. 360 Direct also recognizes how important manufacturing is to this area, and strives to serve the manufacturing industry on a daily basis.

This is why manufacturing matters to 360 Direct:

At 360 Direct, we know that the manufacturing industry needs assistance with regards to marketing. As a company in the Greater Milwaukee area, we understand how imperative Wisconsin’s manufacturing sector is to our economy. We also recognize that the Wisconsin manufacturing sector has allowed marketing to sit stagnate with outdated tactics and not engaging the new rules of marketing due to long established regional business relationships and practices that until now, have always seemed to be enough to keep manufacturers growing. Our goal is to help manufacturers become more marketable with current business, prospective business, and the new crop of skilled workers coming out of trade schools and instructional programs, utilizing digital and traditional tools to get there.

When it comes to the manufacturing industry, 360 Direct stands apart from other marketing agencies in regards to how we can help them. Having worked with numerous manufacturing companies before, we have a first hand knowledge and understanding of the industry. 360 Direct also offers education and understanding on strategy and tactical development, to keep our customers in the know. Providing insider knowledge to manufacturers helps them understand why we encourage the use of a specific tactic, which can be just as important as implementing the tactic itself. Additionally, our years of experience in the local manufacturing sector have allowed us to develop tried and tested methods that enhance the reputation and reach of manufacturing companies in Wisconsin. We offer a service that is specifically tooled to help manufacturers profit. Our work is valuable to them because its flexibility generates a custom solution with custom results.

For those not yet ready to work with an agency, 360 Direct does have some quick advice for manufacturing companies considering updating their marketing. First of all, develop strategy before activating tactics. Knowing the what, who, when, where, and why before the how will make activating tactics easier, less stressful, and provide insights into the target audience they may not have known existed. Developing strategy will also help avoid those panic modes of producing a tactic that has poor messaging and may not have been leveraged in the most appropriate of ways. Also, develop a digital presence. This involves becoming active on social media, which has targeted application amongst a wide swath of age groups, and has become increasingly essential for expanding business in growing leads, creating partnerships, and generating one’s own talent pipeline. A digital presence involves having a fully responsive and mobile friendly website that acts as a central hub for any marketing efforts. Not having a website in this day and age incredibly harms a brands reputation, even and especially in “old school” industries like manufacturing. Start with these basic steps and you will be on the right path to improving your marketing.

If you are interested in additional information about growing your manufacturing business, expanding the talent pipeline, and filling the skills gap, contact 360 Direct at 262-289-9210 or fill out our contact form on the contact tab above.

 

Sources:

  1. http://archive.jsonline.com/business/as-us-creates-low-wage-jobs-wisconsin-clings-to-manufacturing-b99348747z1-277269841.html

 

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19Oct
website design for manufacturersDressing your Website for Success

Dressing your Website for Success

“Dress to impress.” “Dress for success.” “Always look your best.”

There are various sayings such as these that emphasize the importance of looking your absolute best in order to make a positive first impression. Whether it be an important job interview, a romantic date, or your first day of school, a first impression is crucial to how someone thinks of you. Similar to a job interview, your website will make a strong first impression on it’s viewers, but instead of wearing a nice outfit, your website must have an updated layout, theme, and color scheme.

An updated website can mean multiple things to your customers in the manufacturing industry. Most importantly, it means that your company cares about its image and always wants to look its best. If you care about your company, then future customers will see that and want to work with your company. Another bonus to dressing your website for success is that an updated website allows viewers to easily navigate throughout various pages and links. By having easy-to-use navigation features, your potential clients will have a positive experience, wanting them to return to your website, leading to potential business. Lastly, an updated website can ultimately give off the impression to potential clients that you are modern in the manufacturing world and ready to change according to what is the best for your company. Clients want to work with a manufacturing company that is always moving forward.

For more information on how to keep your website current, contact 360 Direct at 262-289-9210 or fill out our contact form here.

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13Oct
video in manufacturingThe Importance of Video in 2016

The Importance of Video in 2016

Why Video?

2016. It’s a digital age and if you don’t keep up with the times then you risk being left behind by the competition. Marketing has long been an important component of successful businesses and that is not going to change this year, however the focus and strategies may be shifting. You may have heard the term “YouTube is the second largest search engine in the world”, and this is nothing but the truth. It processes more than 3 billion monthly searches, attracts 1 billion unique monthly users, and is bigger than Bing, Yahoo, Ask and AOL combined. Yes, you read that correctly, COMBINED. 100 hours of video are uploaded every minute with 6 billion hours viewed every month. In fact if YouTube was a country it would be the third biggest in the world behind China and India. So what am I getting at? In 2016 video content is essential.

So why the focus on video? What benefits does it offer? Well other than the wider reach offered by being accessible by 1 billion monthly YouTube users, there are significant other benefits.

  1. SEO Enhancement 70% of the top 100 search listings are now some form of video content meaning using video is now more important than ever. Search engines are effectively rewarding video users with an increased level of traffic. Increased level of traffic = increased leads. You do the math.
  2. Become More Memorable Everybody has heard the saying “a picture is worth a thousand words”, well video could be worth even more than that. A well constructed video can leave somebody with a bigger impression than a block of text ever could. By reaching out with video you will become more memorable and as a result more likely to capture a viewers business.
  3. Showcase Your Talents Whilst pictures and text can do a good job of explaining your products and services nothing can demonstrate the true qualities quite like a video does. It gives a different dimension and really lets the customer see the full attributes. It is more interactive and exciting and will no doubt end up engaging more prospective customers.

Application in Manufacturing:

The application for video within the manufacturing industry is massive. If a customer can see your workshop skills and machines in action as well as the quality of your work they are all the more likely to go into business with you. On top of this if you make a particularly good video highlighting your qualities it is likely to get many more views online than any one picture would (think athletes highlight reel). It helps people understand the process more and helps to cultivate a relationship with potential customers. By watching your business at work they feel like they already know you.

If you take one thing away from this article, let it be this: video is the future.

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6Oct
social-media-in-manufacturing4 Social Media Sites for Manufacturers

4 Social Media Sites for Manufacturers

As most of us know, the manufacturing industry can have, shall we say, a bit of an old school approach to marketing and the digital tools available. Many manufacturing execs do not see the need for social media channels to enhance the searchability of their brand and create qualified inbound leads that makes the sales process easier. Unknown corners of the Internet can seem a bit scary, and most prefer to stick to the old tactics they know best.

Now all of this does have to start with a website. For sake of conversation, we’ll assume you have a killer website already created.

Think of your website as Central Station and social media channels as the tracks leading in and out of the station. People coming and going and taking in as much as they can in short bursts. We’ll take a look at some of the key social media channels and the importance of using them for the manufacturing sector.

1. Twitter

Twitter is likely the hardest social media channel to convey its importance to manufacturers. “Why do I need Twitter?” “I don’t know how to use Twitter, why should I bother?” “Twitter is for the younger generation, not us.” First and foremost, Twitter is not just for the younger generation. More and more companies are finding usefulness in Twitter, no matter the age of the manager utilizing the program. Sales teams use it to quickly build what I would call an online roladex to call on later when the time is right. With Twitter, the fire can build so fast that a company can expose their message exponentially in a matter of minutes. The more eyes you have on your message, the more opportunity to sell your product/service to the right target with minimal effort.

2. LinkedIn

LinkedIn is a necessity for manufacturers for 2 reasons:

  1. It’s another great avenue for a digital presence. LinkedIn profiles are showing up high in search results without having to do any extra work, other than building a profile and maintaining steady posts. LinkedIn does the rest.
  2. Recruitment. LinkedIn is a resource that many young professionals looking for jobs are using as a tool to find companies of interest, and to make sure they see something interesting coming from the company. Manufacturers know that it is difficult to find good employees that are qualified or trainable. A good LinkedIn presence will help weed out those that may not be the right fit.

3. Facebook

Facebook helps bring humanity to a relatively sterile looking industry. The messages are light and the imagery is friendly. Again, like LinkedIn, Facebook will help in search results and those looking for a manufacturing job. Like Google Places, it also provides location and contact information in an accessible fashion for those trying to look you up. Searchers also consider an active company time-line to signal the credibility and success of a business.

4. Google+ and Google Places

We are all aware at this point that Google loves itself. So it’s simply a necessary step to be on the platforms Google owns. Google+ will help in search rankings and Google Places is what’s seen in the map search. Both are important and should be used simultaneously. These profiles greatly help drive relevancy for Google users as well, meaning, Google wants to be sure that their users are getting the right search results. A lot of it is location specific, so having those profiles again helps get you the right customers to your website or social sites.

There are many more social sites that can be utilized, such as, Pinterest, Instagram, Tumblr, Flickr, etc. It is highly important to talk to your marketing professional about the right social media channels to be on. Not every one of the channels is right for every company. Your target audience is out there, both buyers and potential employees; it’s using the right tool to engage them that gets your inbound marketing engine up and running.

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25Aug
Marketing Inspiration From A Brand IconMarketing Inspiration From A Brand Icon

Marketing Inspiration From A Brand Icon

In June 2016 Coca-Cola celebrated being a source of successful marketing inspiration for 130 years. A dominant global force and world renowned iconic brand, every company marketing a product can learn from them.

Coca-Cola’s sustained success is largely attributed to marketing strategy, innovation and goal-based ad spend. So what can we learn from them? Even iconic brands do not take a break from marketing.

Strategy

Without a strong and precise marketing strategy it is hard to achieve desired results. Coca-Cola are famed for having an extremely disciplined strategy and as such it is no surprise that they have been so successful over the years. However, this is not to say that all of Coca-Cola’s marketing tactics have been successful. Over the years there have been some failed campaigns:

“Things Would Have Been Better With Coke”—This advertising campaign featured historical figures who had unhappy endings to their lives, such as Julius Caesar and Marie Antoinette. The premise of this campaign: If only Coke had been there, then maybe things might have turned out differently. Sales were down after this campaign and thus Coca-Cola needed to revise the advertising plan.

Innovation

If you look at the genesis of innovative marketing tactics such as coupons, sponsorship and event marketing Coca-Cola are never too far behind the trend. They realize the importance of brand recognition and by starting a sponsorship with the Olympic Games in 1928 they ensure that every 4 years the world is reminded of their global presence. By not being afraid to innovate when necessary Coca-Cola now has an 88-year long sponsorship with one of the worlds biggest events.

With the bravery to innovate does sometime come the risk of failure. Coca-Cola are no different to this phenomena and “New Coke” is a famed historical example. Whilst it was a failed product, it actually gave Coca-Cola a wake-up call from becoming too passive:

“I think we were lazy in really recognizing that we needed to reactivate or reposition the brand. If we had done that through an advertising process, I don’t think New Coke would have ever happened, but there was such resistance to any kind of change in the advertising position of the brand that we introduced a change in the taste,” Mr. Zyman said. “I know, you’ll say that’s ridiculous, and I agree. But it happened.”

More recently Coke has been re-positioning itself as the embodiment of happiness. “If you’re able to own that emotion in people’s mind space, that’s a very powerful thing,” said Chief Marketing and Commercial Officer Joe Tripodi. Once again Coca-Cola are trying to follow the trend and associate a human emotion with a brand. Much like many marketing experts Coca-Cola’s founder believed that you had to advertise and get your product out to the people. Iconic brands know that maintaining a marketing plan consistently throughout the year will reap benefits, that constant evaluation of the brand’s positioning will keep the brand at the forefront, and that resistance to change can hold a brand stagnant. What is your brand’s emotional connection to your consumers?  How can you use that emotion to connect with your consumers?

Ad Spend

Flashback to 1922 when Coca-Cola reached an unheard spend of $1 million for their ad budget. Today, the company spends $2.9 billion globally on advertising across 206 markets. Though Coca-Cola’s marketing spend is unattainable for most, the spend did contribute to Coca-Cola becoming the worlds most recognized brand. This marketing spend may be scary, but a marketing budget should not be. A marketing spend needs to be a relationship between your comfort zone and the goals you want to achieve.

Be Aware of the Relationship Amongst All Business Activities

New Coke taught Coca-Cola much about how their business practices and marketing activities relate to each other. For instance, Coca-Cola ran into a challenge of communicating with the bottlers when New Coke was introduced, which partially lead to New Coke’s demise:

“It was very exciting at the beginning, because all of a sudden we had almost a rebirth, a renaissance of the brand. Consumers were looking at it and business was booming. Consumers wanted the brand; they appreciated the brand; they knew what the brand was all about. And it was a great opportunity for us to actually reformulate the overall proposition of the brand. But the system was very tired, the bottlers were very tired. Remember, a bottler is in a small community. They were attacked by their neighbors. People in the golf club made fun of them and all that. They wanted a break. So the company lost focus again. I got very frustrated, and I left the company.” —Sergio Zyman, marketing executive.

Stay focused, understand business relationships, and know the importance of asking and listening. Marketing, when used correctly, should work with all components for a successful business.  A company is most powerful when all aspects of business understand and integrate with each other. Take advantage of the relationship value of each activity to each other, and eliminate silo thinking.
What Should You Do?

We can all say, “Wow, 130 years, congratulations Coca-Cola!” How does your brand stay around for 5, 10, 30 years? 360 Direct is available whether you need a marketing consultant, or a full marketing team. We help you establish strategy, goals, and a budget that fits your particular needs. Call 414-464-5000 or email us today, and get a complementary 30 minute discovery consultation.

Sources:

“Best Global Brands.” Business Week. Retrieved fromhttp://images.businessweek.com/ss/06/07/top_brands/source/1.htm

Zmuda,Natalie. (2011, May 2). “At 125 Years Old, Coke’s Story is StillBeing Written.” Advertising Age. Retrieved fromhttp://adage.com/article/news/125-years-coke-seeks-double-revenue-10-years/22730/

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23Aug
BloggingWhy Blogging Can Make a Difference

Why Blogging Can Make a Difference

What does food, shopping, movies, books, health, and relationship advice all have in common?

The answer: BLOGGING

Throughout the past 15 years, blogging has grown into an Internet phenomenon, with countless new blogs being created each day. It appears that any topic can be blogged about and anyone can be the author, ranging from celebrities to just the average person who wants to express his passion through writing. Blogging allows for endless possibilities in getting your thoughts out for all of society to see.

How is blogging applicable to marketing your company?

7Jun
Find Your Perfect Outsource Marketing PartnerFind Your Perfect Outsource Marketing Partner

Find Your Perfect Outsource Marketing Partner

Imagine a world where Batman didn’t have Robin, Sherlock didn’t have Watson, Lewis didn’t have Clark, or Lennon didn’t have McCartney. It would feel as if a piece of something great was missing. Batman wouldn’t have stopped as many villains. Sherlock would not have solved as many mysteries. Lewis wouldn’t have discovered as much of the United States. And Beatles songs would never have skyrocketed to the top of the charts, forever changing music. Each individual needed his partner to achieve greatness. However, there is one great duo that I have forgotten to list: Your company and an outsource marketing agency.

Have you ever thought of outsourcing your marketing needs to a marketing agency, such as 360 Direct, that specializes in marketing plans and strategy? Just like Robin was to Batman, partnering with an agency can allow you to accomplish far more with less stress and uncertainty. Why worry about trying to focus on marketing yourself when an outsourced agency specializes specifically on marketing other companies? It’s far more effective to outsource your marketing to experts who already know how to make companies expand their profits, rather than trying to learn a crash course in an industry that often requires a master’s degree to be successful.

Outsource marketing is a great way to allow your employees to focus on what they do best at your company. If marketing is not your specialty, why waste time trying to do it yourself?

For more information on outsourcing your marketing needs, contact 360 Direct at 877-464-5055 or 262-289-9210.

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2Jun
There Can Be Only One...Advertising MessageThere Can Be Only One…Advertising Message

There Can Be Only One…Advertising Message

Too often I see good businesses harm their images and miss out on customers by trying to communicate a patchwork of their services, products, and values in several different places. All may be fantastic messages, but not when thrown together in different places. These businesses can benefit from choosing a cohesive advertising message, communicated clearly and consistently across all channels.

Let’s say your business has the best product available, amazing customer service, and a defined culture and set of values. Which of those qualities should your company communicate to its market? If you said all of them, you’re right…and wrong. All of those qualities are worthy of expressing, but communicating more than one at a time in different advertisements proves confusing to customers. Your business’ advertising message must be focused and steady. This doesn’t guarantee a good message, so much as the right one, but consistency is key.

The most important factors in choosing an advertising message are your market’s needs and wants. Cater to the most pressing issues with your idea, and show your targets your business’ other qualities when they walk through the door. Depending on what your market requires, your business should say what you need it to say, not just what you want it to say.

Consider the following example. Your business provides an amazing experience that goes above and beyond anything any customer could possibly expect. Everyone who does business with you is enthusiastically happy and can’t wait to shout it from the top of a mountain. This is a great message to broadcast, except that your market’s biggest need is your product. Your advertising message should couple the need with the want. Great customer service is what people want (and they deserve it), but your product fills a need. That should be in the message you convey.

Now that you’ve determined what you’re going to tell your market, it’s time to be consistent. Communicate your message in a magazine ad. Post it on your Web site, in your newsletter, your presentation folder, sell sheets, brochures, radio spots—and every other channel you use to market your business. Then make sure all staff who interact with customers, from sales to customer service, all speak the same message. A consistent message is just as important as the message itself, and provides three key benefits:

1. Consistency eliminates confusion. Highlighting your product in one place, then your customer service in another, and your values somewhere else can be confusing and frustrating for your market. It is likely that one or more of those communications is not what your market needs to hear. Potential customers will think, “They said product there, and values here. Which one should I believe?” Saying the same thing everywhere eliminates this confusion.

2. Consistency creates lasting impressions. If all your materials, Web site, and advertisements carry the same message, you guarantee that your market will hear the right thing whether they talk to you, visit your business, see your ad, or look for you online. Each impression reinforces your message, and your market will begin to associate your business with an idea that they have been exposed to by your advertisement.

3. Consistency keeps customers. Repeatedly hearing your message that addresses your market’s need drills the message into your market’s collective head to come back to you whenever they have a need for a product or service like yours.

What you communicate to your market is just as important for gaining and keeping customers as the product or service your business provides. Decide what message you need to communicate with your market. Then, communicate that message with consistency through all channels and human resources.

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