These days, many business owners are turning to different online platforms such as websites and social media to create or improve awareness of their brand, products, or services. They also interact with them through these channels to foster better relationships with their existing and potential customers.
Every business owner, whether big or small, should know how to leverage their websites and social media channels to create brand awareness and promotion. While these online avenues can be used to provide certain competitive advantages to companies, there are some sites that have too much content that don't contribute to their marketing goals. These sites may look good, but due to ineffective (or non-existent) marketing strategies, their efforts have been wasted.
The Need for Marketing Communications Planning
Going on a road trip may be fun but the lack of a guide to an unknown place can make you hesitant to explore your new destination. A website without a foundation based on good marketing concepts is pretty much akin to traveling without a map.
Adopting a solid marketing foundation is the best solution to prevent wasting precious time and effort on a website that doesn't help achieve your business goals. A well-planned website will not only attract customers, it can also help increase profits and optimize resources.
Create a strategy by asking yourself these questions.
When creating a website or any other online marketing platform, create a content strategy that can answer the following questions to make the customers aware of what your company is all about.
What are your marketing goals?
It doesn't matter if your aim is to create brand awareness, highlight your company's award-winning innovations, explain a unique service, or to market your products. Whatever your goals are, you need to determine what the site is for and tailor your content strategies to focus on achieving them.
Who are you talking to?
Your site content should be able to determine your target market, including their demographic, needs, and motives. Once you determine who you're talking to, you can tailor your content in a way that allows you to speak directly to existing customers, as well as potential ones. Answer any questions they may have about your products and services.
How do you compare with your competition?
Show some in-depth details about how your business compares to other similar products and services in your niche. To what extent are your products sold? What persuades the customers to buy your products? What makes your brand different from your competition? The potential customers who visit your site will need this information to make an informed decision, so make sure the facts are up front and available.
What marketing methods will you use?
These pertain to the different channels and platforms at your disposal that you plan to use to achieve your goals. These may include websites, blogs, social media channels, email newsletters, mobile messaging, and the like.
How will the results be evaluated?
There are a number of ways to analyze and determine the effectiveness of your efforts. For online platforms, you can turn to any of a number of analytics tools to evaluate which strategies worked, and which ones might need to be modified, replaced, or dropped altogether.
It takes a bit of hard work to use these steps for creating an effective online marketing platform. But it should be worth it in the end when you achieve your goals.