ABCD - Audience, Branding, Customer & Data
It all starts with storytelling.
Every time you speak or write, you are trying to tell a story to your audience that helps you convey how your day was, inform a client about a product or brand or entertain friends with a story they can't miss!
Every time you do this, you are curating (or creating) content
Running the marketing & communication aspect of your business doesn't change much even if the medium you choose to advertise on does change.
Before you create a message that goes out, think about the following questions:
· What am I trying to say? (Message)
· How does the message need to help my business (Goal: Inform, Branding, Traffic, Sale, Register)
· In what form does this message work best? (Content: Video, Audio, Photo, Text)
· On what platform does this message work best (Medium: Radio, TV, Digital, Print, Out Of Home)
· Who am I talking to? (Audience/Customer)
· Where are the people that I want to talk to? (Data & Channels)
· What time is best to catch my audience? (Timing)
· Where do I want them to go? (Destination: Owned such as your website and/or paid media such as Facebook)
· Can I measure the outcome and if so, how detailed? (Analytics)
· Does the opportunity exist to retarget customers that have shown an interest (re-marketing & re-targeting)
Data can help you pinpoint the positive and negative impacts of a user experience. For example: A potential customer might have a negative experience if a phone number doesn't appear correctly on a mobile website. The ability to read and analyse data from both digital and traditional media channels is a vital skill that any marketer or business owner should begin to invest in. If you do, you're able to tweak and change what you are doing to be more effective. By integrating media such as newsletters, enquiry forms and social media you can monitor the reviews, feedback and general vibe that customers have about your business.
If the customer experience is negative, this will impact both the potential leads and the brand perception. Brands are not created by what they tell their customers, they are in fact created by the perception of the customers. The perception of a customer is influenced, as we all know, by advertising but also by customer service, quality of product, look and feel of the brand, information available on the products and services, heritage emotion (eg: my dad used to drive that brand of car) and many more factors.
Generally businesses advertise on 3-5 different types of media, but what is often overlooked are the questions we have listed above. When you are deciding what advertising to invest in are your mediums still in line with where your customers are? Is the medium you chose still fit for its purpose? Are you capturing data? Does the data show you measurable outcomes for all your media spends?
Data is one of the opportunities for your brand to find out where the user experience can be optimised, adjusted or reworked. This starts with simple and free programs such as Google Analytics, Facebook Pixel and expands well into customisable Customer Resource Management (CRM) programs that are available for businesses to purchase. In my next blog post I will dive deeper into the data side of marketing and how it relates, supports and leads marketing activities.