When you create a marketing campaign, you must decide upon a clear and concise message that calls your customers to action. The nature and structure of your marketing message can make or break your campaign.
When developing your message there are a few things that you need to consider before committing to it. The first and most important thing is knowing who you want the message to be seen by, the second is knowing what you want to say to those people, and the third is being confident that whatever you say will be remembered. If one of these areas fails you then your marketing campaign is likely to be less successful and you risk wasting a portion of your marketing budget, so carrying out the groundwork beforehand really is worth it.
Who is your audience?
Many start-up companies will wrongly define their audience when they send out their first marketing campaign. Whether it’s because the audience is too general, too broad, or the company is over-reaching, many find that they fail at the first hurdle. Looking at quality rather than quantity here is key.
Making your audience bigger by targeting people that won’t really be interested in what you have to say will not generate sales, making your audience as specific as possible will. In the same way, if you’re a company that targets other businesses, you must realise who is likely to open an email or message that you send. You may be preparing your message for the CEO of that company, when in actual fact it’s the CEO’s secretary that everything has to get clearing from first. So, before developing a ‘one for all’ message it’s important to think about the people who will be on the other end of it.
What are you going to tell them?
The most important thing you need to tell your audience is what problem you’re offering to solve, how you are going to solve it, and why you are the best person to solve it. There’s no need to go into massive amounts of detail, but your audience needs to know what you can do for them and why they should buy your products and services and in a very short space of time. In many cases you only have seconds to capture your audience’s attention.
Finding the perfect way to say this and hook your audience with it can take time and discipline but it will be worth it, don’t be afraid to test and experiment with your marketing messages. Try to anticipate the questions that your customers may want to ask you and the objection points that they are most likely to throw at you, do your best to answer them precisely so there’s nothing left for them to wonder about or question.
Are you worth remembering?
There are so many things that have an impact on us when we see a promotional message (marketing message). Your marketing campaign should be attractive, present the right details, and capture the attention and imagination of your audience quickly. Most people will only remember three key features so keep the message to the point and easy to use. Remember that a marketing message is the start of a conversation with your customers and you want them to respond by visiting your website, clicking on links, and buying products and services. With that in mind, you have to give them something unforgettable.
For help developing the perfect marketing massage and campaigns for your products and services, contact the experts at Ketchup Marketing today. Call us on 0330 088 9277, or complete our online form.