Marketing Communications: Tactics and Timing

There has never been a more important time to be clear about present and future information concerning your business than now. COVID has changed our lives forever and your business needs to be ready offering hybrid marketing tactics with consistent and cohesive messaging. So, what type of tactics and communications should your small business be using? Listed below is a short guide that can help propel and differentiate your business.

WHAT IS YOUR MESSAGING:

A lot of small businesses struggle with their messaging. This is due in large part that they have not yet determined their branding. Branding is more than a logo. It is what you and your business stand for and how you want to supply your community with the service or product you provide. So, rule number one is to start with your overall brand message and then determine your positioning statement in association to your brand. This ensures your brand and message will resonate with your audience and be consistent.

UNDERSTAND WHAT YOU'RE OFFERING and TO WHOM:

Whether your offering a new product, an enhancement, or something that propels the world as we know it into another dimension you need to know who, what, when, where why and how. Meaning the purpose of the service or product to you, your brand, and your audience. Once you understand the drop off or product/service needed it is time to consider tactics that are revealed through your discovery meeting. Whether it's offering incentives via eCommerce to entice buyers to empty their carts (Hint: Free shipping), or offer a new product that fills in the gap or makes an up-sale (Hint: Sell a table and then offer felt bottom tips or a special polish that protects the table/customer's purchase for years to come.) and know what you're offering.

DETERMINE YOUR TACTICS:

How are you getting information to your potential and existing customers? This is one of the most important avenues that can make or break your campaign(s). Start with a list of avenues in which you contact or are engaging your customers.

Online: Website [Analytics], Social Media, Email, Digital Ads, Videos, App, etc. then…

Traditional: In-store/In-Person, phone, billboards, signage, word-of-mouth, etc. Once you have determined your most high traffic tactics establish a way to get the word out across the right avenue/tactic and remember timing is everything.

TIMING IS EVERYTHING:

A great tool for industries would be “Google micro-moments”. Google micro-moments is a prime example of getting your customer at the right place and time to receive your message, tailored directly to them. Now more than ever understanding your customer in correlation to your brand is highly important. Even while potential and existing clients are at home during COVID you don’t want your message to be lost while your customer is binge watching their favorite series, home schooling their child or preparing dinner. Moments in life are everything; which is why you need to reach your customer at the right time with the right message.

Want more marketing information for your small business?

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