Looking for a streamlined approach to the promotion and marketing of your business? In this article, you will discover ways to get your marketing materials working harder for your business, generating more sales and giving you the time to concentrate on the things you do best.
Producing effective marketing materials is like being a conductor of an orchestra. And just like the conductor, who skilfully controls each section of the orchestra to create a focused piece of music, you coördinate your online and offline communications so it moves and feels like one targeted message being guided in the right direction towards your ideal customer.
So how do you go about producing effective and efficient marketing materials? Here are a few tips to point you in the right direction to becoming a marketing maestro.
Before you create any piece of printed literature or website content, you must work out who your ideal client is, what you have got to offer them and how it will solve their burning pains.
If you don’t nail this part of the process first then you will be spending more money, time and effort to generate sales, remember, You can’t be everything to everybody.
Is it obvious what your business does? This isn’t a trick question – I have seen many companies make promotion far more difficult for themselves by failing to get across what they actually do!
By looking at any one piece of your marketing collateral, it should be crystal clear what your company does. If your customer easily understands what your business is offering from the get‐go, then you allow them to make informed decisions about purchasing.
Your homepage is your ‘shop window’ – offering a taster of your business, tempting a potential customer to venture further inside. To maintain interest, retailers create focussed displays, usually around a theme, season or colour.
The same approach should be applied to your homepage, creating a focused, first impression which engages the customer, welcomes them in and gives them a big warm hug.
It’s not about you
Anyone reading your company brochure or scanning your website is thinking ‘what’s in it for me?’ They want to know what improvement to their life your product or service brings. They are not interested in how loud, fast, cheap or powerful your product is, they want to know if it solves their problem.
Instead of talking only about the features, tell your customer the benefits – what burning issue does a particular feature solve for them – how are the features easing their pain points?
Holding it all together
Brand consistency is the key to building trust, recognition and the power of association in your company. Type, colour, imagery, tone‐of‐voice and messaging all work together to carry your company message to your audience.
Brand is the glue which holds your marketing together.
Now you have the customers interest, you will want them to do something such as call, buy, register, subscribe or donate – this is known as a Call to Action (CTA). Make it clear for your customer what the next logical step to take.
Humans are social animals and often follow the behaviour of others – if you spot someone looking up to the sky, you do the same. Social proof plays on our herd mentality and is a simple way to validate your product or service in a positive way, influencing others to take interest and buy into your product or service.
Social proof can come in many forms such as:
• Product reviews
• Case studies
• Social media likes
• Trust seals
By applying these 7 simple steps into your marketing marketing materials, you will have a more efficient set of tools to convert more browsers into buyers.
Lesson 1: Know exactly who your ideal customer is
Lesson 2: Make it clear what your business does
Lesson 3: Your hompage is your shop window.
Lesson 4: Show how the benefits of your product or service can solve a problem
Lesson 5: Be consistent with your marketing
Lesson 6: Use clear call to actions to convert leads into sales
Lesson 7: Use social proof to build trust
Who the hell is Dean?
Dean is a graphic designer and owner of Type Twenty Five. He’s been producing engaging and effective design for over 15 years for clients including Save the Children, Huhtamaki, Greenpeace and General Electric.
After 10 years in creative agencies, he now helps small businesses find their voice across print and web.
Dean has written 3 Ways to Improve Your Marketing Materials – a free guide for businesses who want to become a customer magnet.