The Business of Marketing: How to Achieve Your Marketing End Goal with Three Key Questions.
In an earlier blog I unpacked the ways to align your campaign with your end goal. This time instead of looking at marketing in terms of 100 moving parts, we will look at it in terms of your marketing end goal. To achieve this we need to work through three key questions.
The three key questions that you need to answer to achieve your end goal are: Who are we talking to? How are we speaking to them? What are we saying?
Each of these questions are necessary elements that need to be clearly articulated. Only then can we work out the marketing road map. This includes mapping out where you are now, where you are heading and how are we as a team are going to get you there.
So as to the first question, we need to define your target audience and gain as much understanding as possible about what drives them, what motivates them and what are they receptive to.
This may be as simple as a looking at the statistics behind your social media feed and ascertaining the predominant gender, age and buying patterns. For larger, on-going projects such as a greenfield development, this may require community consultation sessions. This step also sees us working out the pain points of your audience so we can refine future messaging.
How are we saying it comes into your brand and your brand assets – what voice are we using, what digital influencers, what language and imagery.
In a congested market with high competition, your brand is the face of your value proposition, it is your main point of difference and your chief tool for building loyalty, trust and ultimately, buy-in.
Beyond a name and a logo, your brand helps sell the dream.
Personal branding for example, should reflect knowledge, trust, authenticity and enough personality to create a real connection.
Place branding on the other hand, which is related to all property developments and retail precincts, is so much more than a logo. It should represent the anticipation of future, provide the basis for building a community and create a long-standing desirability.
We then consider what we are saying. The key message here is your unique selling proposition. If we were working on a personality, this is your unique hook, so is this your experience or your voice?
For brands, it’s what makes you stand out, what do you have that your competitors don’t?
So now that we have established who we are speaking to, how we are saying it and created what we need to say, your USP is clear.
Some of you have entire in-house marketing departments at your disposal, this therefore is a small insight into what they do and how you can use them to the best of your advantage.
For others, it may provide insight into just what can be achieved on a personal level with a little personality PR.
For in-house marketers – we often take yearly strategy sessions with your team to build a calendar then leave you to it, or help support you with one facet such as content creation or PR.
Either way, I hope you have discovered a few nuggets of marketing gold that will help drive you towards your end goal – whatever that may be.
The stage is now set to tell your story.
If you have any questions or are ready to take your brand to the next level – Contact Briana Cicchelli at firstname.lastname@example.org to discuss in more detail.