All those long hours of marketing and strategy meetings or brainstorming sessions for the next viral social media campaign have no real sense if you fail to deliver your core marketing message.
Even though many factors came into play to deliver a successful marketing plan, but undoubtedly getting your marketing message across is crucial.
Being too focused on optimizing it doesn’t make any sense from day one, and it’s not something you can do on the first trial. But it’s in your hand that you can;
- Create a marketing message that delivers some idea, and
- After your message gets delivered, customers have no trouble interacting with you.
These two are in your domain, no other excuse will suffice. And the best strategy here is to embrace simplicity; this is applicable not just for marketing but also if you are planning next SpaceX or another country (though I hope you start a Democratic one).
Now this is easier said than done, but here I am mentioning four strategies that might come handy before you plan out your next marketing strategy. And like the ambiance is set, I will make it easy to deliver 😉.
Don’t Overburden Your Marketing Message
A central point of marketing anything is to present your audience with a marketing message.
Ideally your marketing message should be clear & concise, and in order to differentiate or standout your brand, product or service it should portray some benefit or feature.
But today, many marketers make the mistake of adding plethora of details in their marketing message. It doesn’t do any good, instead makes it overburdened, and when your target audience comes across it at any touchpoint, they get overwhelmed 😕.
Make It Easy for Customers To Reach You
Your customers, even though might be thinking of buying from you, will struggle to make an actual action to purchase from you. It could be because they need assurance that you are genuine (start building social proof), or in some cases, they are peculiar about your customer service.
Think about it you want to make a query or reach out to someone in the company before making a purchase, but somehow reaching them is a pain in the ass.
The company is asking you to mail them a complaint, or worst; they are not active on social media. It will annoy you, and in most cases, you will decide not to buy from them and choose their competitor.
For this reason, not your customer support system should be strong, but it also should be easy to reach. Be active on your social media accounts, have a clear support button on your website, and have a support email that responds with answers to your customers.
Also, today’s customers love companies that assist them in their buying journey. So it’s either going to be you or your competitor.
Guide Your Audience to Make Decisions
More than anything, you don’t want your customers to be confused. Or have any trouble when making decisions. Because when we humans are confused, they get anxious, and agitated. Which makes them fly away to their comfort.
I know you are not intended to make them feel this way, and what I mentioned is extreme, but confusion does create lots of friction in decision making.
Decisions can be of anything. It could be buying your end product or even taking a step forward to contact your company. Basically, making them move toward your marketing funnel. And often they need guidance.
Yeah, I know your customers are smart, but a simple Call to action, can go long way. Make sure you mention proper CTA buttons and encourage them to take decision with your content.
Eliminate Hundred Useless Features
The process of elimination should be encouraged more rather than adding more features.
For your customers to get your marketing message, you will equip yourself with many strategies like promoting your product’s benefits or features, storytelling, etc.
But most companies and marketers today bombard customers by showcasing them with hundreds of useless features, most of which don’t even make any sense or are attractive to the customers.
If you are selling racing horse, promote how fast your horse is. And if you are selling it for agriculture, just mention how strong the horse is for ploughing fields.
What they are looking for is one feature or benefit that stands out.
Like with Canva’s feature helps you easily create digital media graphics, while Apple’s product minimalism attracts its users.
Focus on presenting a few features in your marketing message but ensure that the one you are showing helps your customers the most or triggers emotion.
Gordan Ramsay also follows this.
Final Thoughts
Using these techniques you will gain advantage over your competitors in the market.
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