Happy 2018 everyone! I hope you had a good break and managed to find some time to relax in amongst the obligatory Christmas chaos! So, be honest, did you make any New Year’s Resolutions for this year? It’s estimated that around 40% of Americans usually do, but in Britain the proportion vowing to better ourselves is nearer 20%. Most focus on our health – eating better, losing weight, exercising more – and, of course, most of us have forgotten all about our resolutions by the end of January.
Whatever your views or experiences of resolutions, the new year does give most of us the get up and go for a fresh start and provides us with a good opportunity to do things differently. One of the things we should be reviewing around this time of year is our marketing strategies. While existing and future legislation, cash flow and staffing issues are a given, not everyone pays the same close and consistent attention to their marketing. And yet this is the bit that tells the rest of the market why you’re different. You might not even consider it a strategy if you don’t do very much marketing, but whatever level of activity you do, there are some handy hints to bear in mind that apply to most marketing tools.
Make the most of your marketing
Remember AIDA – Attention. Interest. Desire. Action. Whether you’re producing a social media post, flyer, article, direct e-mail or advert, you need to grab your audience’s attention. The best way to do this is with a headline that catches the eye – ideally immediately giving away one of the impressive benefits of your offering.
Once you have their attention you can build interest by gradually revealing relevant information. If you want a response you then need to build a desire by relating all the benefits of your offering to your particular audience.
Finish with a call to action, which might simply be to call you or visit your website, or include a reply mechanism that they can fill out themselves and return for more information.
Keep it simple
To help keep the message clear and simple, don’t forget to choose a simple font and layout too. Sometimes companies are so concerned with making their font stand out from the competition or using different fonts to show they are creative, they end up with something that isn’t very easy to read. If this happens, you risk losing your audience before you’ve got your message across.
Whether you are sending a direct mail or advertising in a magazine ensure your message is credible and believable. The Advertising Standards Authority will monitor any extravagant claims anyway, but give your audience accurate information on how your product can benefit them and you will demonstrate credibility from the outset.
Marketing is all too often the bit of the overall company strategy that gets left behind or forgotten about. Setting realistic goals will therefore help you to get more from your marketing.
You’re better off spending an hour a week dedicated to your company’s marketing and making sure that it happens, than promising yourself you’ll set aside a week to go through it all at once. Invariably the results will be better as well, as you keep on top of things and keep your marketing moving. If time and/or budget are tight, it’s a good way of maximising what you’ve got.
Talk to experts
If you know you need to do more but really can’t find the time to dedicate to it on a regular basis, it might be time to consider employing external help. I would say that wouldn’t I? – I work for a marketing agency! But when you simply don’t have the time or expertise in-house, employing an agency is an excellent hassle-free way to get your message to market. Choose the right one and you’ll feel like they’re an extension of your team and genuinely as invested in your company as you are, leading to a long term relationship that truly brings in results while making your life easier.
To tick all the boxes in marketing isn’t straightforward, but these few simple tips will hopefully give you some ideas of how to produce your marketing materials this year. And of course, if you’d like to talk through your marketing strategy for 2018, the small, professional team at Brouha Marketing would be happy to help.
Call Brouha on 01672 514957 to see how we can help.