Marketing Communication Strategy

What is Marketing Communication Strategy?

Marketing communication strategy is an essential part of business strategy as its purpose is to attract, engage and create customers. Importantly, an effective market communication strategy converts loyal customers into promoters of your Brand and its products and services.

The more effective your market communication strategy is, the more likely your own employees will become your strongest ambassadors and promoters!

Documenting your marketing strategy provides the business with a clear market communication plan that is anchored in SMART goals. These enable you  to monitor and measure progress. Consequently, your company will be more likely to successfully achieve its objectives.

The effectiveness of your marketing communication strategy is directly linked to the clarity of your company’s:

• Competitive Positioning (Value Proposition)
• Market Segmentation (and  Customer Personas)
• Authenticity and customer focus of business messages
• Strategic and long term approach to marketing
• Consistency of market communication

Why You Need a Unique Value Proposition 

The ultimate formula for more effective sales…

Having a laser-sharp Value Proposition [UVP], also referred to as a Unique Selling Proposition [USP] does ONE THING: it helps sell – and sell profitably. Value Proposition, just like the term Brand, can refer to the whole business, or a particular Product or Service your company offers. Importantly, Value Proposition is a critical sales and marketing tool to more effectively reach different Customer Segments.

YES, it must be catchy, memorable and easy to “play with” across all media. It is your ultimate ‘advertising slogan’ but unlike a ‘slogan’ it promotes your real competitive advantage – from the Customer’s point of view!

When do you need to consider refreshing or creating a new Value Proposition? Here are four sure signs it’s time:

1. Prospects are asking “why should I buy from you and not from a competitor” and you and your sales team struggle to give a compelling reason (other than price).
2. Your employees do not know your Value Proposition, i.e. they don’t know what actually makes you better than everyone else.
3. You look at your website and it looks and sounds exactly like your competitors.
4. Your Value Proposition includes the word “solutions”.

InnoFuture helps businesses of all sizes develop a winning UVP, complete with:

• Unique, strategically relevant and highly ‘marketable’ Unique Value Proposition – skillfully developed and written;
• Communication Plan Template to enable the company to ‘leverage’ the UVP – internally and externally;

Content Strategy

Increasingly, Marketing Communication is driven by inbound and content marketing. An effective content strategy should be a simple (clear) matrix of communication created specifically for different segments, different buying stages, and for a variety of channels. This enables businesses to effectively reach different customers and support them along their Buying Journey.

Developing an effective content strategy takes some initial effort but once the foundations are designed, you can deploy Marketing Automation. Marketing technologies help us speed, simplify and reduce the cost of marketing while improving marketing effectiveness.

At InnoFuture, we offer an array of services to build effective content marketing strategies for businesses. We cater to the needs of both established and emerging B2B companies and help them to align marketing and sales with their business goals.

The Next Level: Inbound Marketing

Inbound marketing is the most advanced form of marketing communication that leverages the power of marketing technology (MarTech) and strategic content to deliver accountable and measurable marketing ROI.

Inbound marketing is the most effective approach for B2B and B2C marketers to attract customers to your Brand and pull them along the marketing funnel, i.e. customer life-cycle stages. The ultimate goal of a leading Brand is to build strong Brand Advocacy.

Inbound marketing is the most effective marketing strategy for B2B and, of course, digitally advanced online business. However, it requires a well-planned execution strategy to be at the top. Quality content forms the core of inbound marketing as it helps to generate traffic to your page.

• Integrated Online campaigns
• Website Marketing – SEO and Content Publishing
• Articles and Insight Papers
• Case studies
• Social Media Publishing
• Event Marketing and more

To learn how Content Marketing can help your business build stronger Brand and fill the Sales Pipeline, call or text Margaret Manson on: 0407 66 11 30. Alternatively, send us a message via online contact form. 

Email Marketing – the Unbeatable Performer.

One of the most effective marketing channel to promote your content and convert leads to prospects and to increase the frequency of purchase, is email marketing. According to Smart Insights, email marketing has an ROI of $40 for every dollar spent.

Almost everything you do utilising digital marketing, paves the way to building your email database. Once you have the email address and a permission to communicate with your prospects, email enables you to create conversations with individual people, build relationships and trust. To do so, and to bring the desired results, the Brand must implement email marketing consistently, as an integral part of communication strategy.