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Marketing Communications Strategy: What It Is

by avita

You have a business, a service, and a product to sell. The strategy defines whether you stay in the black or the red. And your marketing communication strategy is a key component in this success or lack thereof.

An effective marketing communication strategy will do a few things – depending on your goals…
1. Communicate benefits and services to your visitors
Ever have a product you just know will be a hit? You’ve seen folks looking for answers. You’ve collected data from real people trying to solve this problem. You’ve gotten the OK from several people who promise if your business existed, they’d utilize it.

Forefront Communications Group – Propelling fintech and financial institutions with specialized marketing and communications.

And then…nothing. No customers. No sales.

Plenty of reasons could have hindered the launch of the business enterprise. But we’ve got to go back to the basics: did you communicate the benefits thoroughly? Or better yet, do your prospects seem like they understand the huge benefits?

That’s part of your marketing communication strategy: explaining benefits associated with something, business or service to future prospects.

It’s got to be clear – the more concise the better. And if not, excellent results are stagnated.

And you need to know your customers. Inside, outside. What’s a common drink to unwind with? Or the sort of friends they keep? And what’s their biggest pain point in life? A many those questions seem…well, not relevant. Who cares what a common drink is? Or who their friends are?

You do. Because it’s a step into knowing who your customer is really. Their favorite drink shows their personality – someone into Appletinis likes cute, small drinks they can sip while keeping an eye on all others. That means they enjoy the fun but reserved fun.

Their friends? They’re the type of folks who you can call no matter the occasion. They will drop everything in a second. Which means your customer is employed to having reliable, trusted people in their lives. It’s not a far leap to see they’d appreciate that in the brands they spend money on.

There’s plenty of research available about your marketplace. Once you can confidently clarify who your customer is, what they want, and just why they want you – then you’re on your way towards a powerful communication strategy.

But there’s more. You’ve also got to keep those customers happy.

2. Keeping up with the customers
Repeat customers are the best. They are people who understand the value of your business. They’ve bought your product, and continue steadily to purchase your product. They don’t need convincing. They’ve been through your sales funnel. They trust your brand, your opinions, and have confidence in your product.

And you want to keep these people. It takes much more effort to acquire new clients than keeping existing customers. Why? Because you have to peak the interest of prospects to carefully turn them into customers. Now, they’re just regular people – not customers. Not yet.

You have to create outreach marketing programs to get their attention. Then convince them to buy your product through various methods – ads, promotions, surveys, contests. It requires money. It takes time. More than you spend on existing customers.

But to keep customers, you must effectively communicate to them. Which means keeping them recent on relevant information. Offering incentives – discounts are big ones – and providing more value every time you get in touch with them.

These guys want to stick with you. But with opponents vying because of their attention (and wallets), you need to keep working. This involves tapping into their needs, continuing to develop products or upgrading existing products to fulfill needs. And maybe doing some competitor analysis to see why repeat customers proceed to the competition.

But it’s not just customers…

3. Create new relationships throughout all processes
I’ve mentioned customers plenty of that time period already. Yes, you want to create and maintain the bridge of relationships with them. It’s simpler to see them as a pal than an obstacle, don’t you think?

But you also need to create relationships with suppliers. And for them, you have to communicate effectively. The last thing you need is a shipment coming late or worse – never – when you’ve got customers hungry for your business.

You need to keep everyone in the loop. This is the public relations facet of the marketing communication strategy. Everyone should be informed of the processes of your business – both you and supplier. Keep everything consistent – and insist on communication from the supplier’s end. No surprises, from either side.

These 3 reasons are why you need an efficient marketing communication strategy: so customers understand your benefits; to keep repeat customers; and build relationships with suppliers.

They’re all key components to a successful business. And it starts with the communications strategy.

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