What is a buyer’s journey and when does it begin?

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Continuity Matters in Messaging and Visual Communications

Small business owners may have great intentions when it comes to marketing their company, but if the information about the company or your products is confusing or not conveyed in a clear, consistent manner by all concerned, it can affect your customers’ overall comprehension of what your company offers.

It’s vital to convey consistent messages when you are advertising and promoting your products and services. It is equally important for each employee on your team to be able to speak with one voice too. It’s easy to look at a profitable month or quarter and believe the company is growing and all is well but managers and owners should take the pulse of their employees’ customer communication language, techniques and methods to ensure that money isn’t being left on the table due to miscommunication.

While a company may have a well written brochure, corporate DVD, great website content and a strong well-maintained social media program, they may have employees giving out company information that is not quite as accurate as your marketing pieces. Sometimes, they may speak casually about your product or service and unwittingly convey wrong information.

The best way to supply consistent messages for your staff to deliver to prospective customers and existing clients, is to keep it fresh and relevant. Sales reps appreciate updated scripts, facts, figures, and content that is easily found, is engaging and accurately reflects your company’s business values. Refresh that five year-old data sheet and product brochure and seek out ways test your employees’ knowledge of your corporate messaging. A great way to do this is to provide training and set up a shared digital desktop folder that includes corporate standards, mission statements, value proposition documents, social media positing guideines and proposal templates that are the official documents to be used company wide. This sets the standard for continuity and eliminates mixed messages and misrepresentations to customers.

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Helping You Conquer Your Fears

Starting a business can be a scary experience, however, the ups are far greater than the downs. You may never match the exhilaration and freedom you feel in the first months and years of becoming a business owner and master of your own future, but, you may also learn that having control of everything means your time is significantly impacted by tasks and concerns that draw you away from your core passion – your business.

Marketing is just one of those concerns and a large part of your start-up time will be consumed by the creation and execution of meaningful marketing programs to establish awareness with your prospective customers and grow your business. Whether you go to workshops for new entrepreneurs or participate in an online webinar, one of the common themes you will hear over and over is you must identify your prospects and discover where they are and what they like.

How Do I Get Started?

There are several fundamental questions that any business owner should be asking: 1) How do I engage with my customers? 2) Which marketing channels should I use?  3) How do I determine what type of marketing channel my customers respond to most? 4)  How do I solve my customers’ problems? 5) How do I create a successful marketing campaign? Don’t be afraid to get started.

An initial analysis is a great first step in creating a plan for your marketing and sales promotion.  Today, marketing consists of inbound and outbound internet- based efforts, social media marketing, radio, television, and newspaper advertising, public relations programs, and brand awareness building through public appearances, and many other multimedia efforts.

Your business review can be conducted by an independent marketing consultant, a member of a multi-service advertising agency or a business communications professional. Once you decide who to work with, arrange for them to interview you about your business goals. Who is your target audience? How should you position your business?  An experienced consultant can help develop a plan to successfully launch your business and guide you to the best media platforms, techniques and use of technology to create your business brand and corporate identity.

All these activities are necessary to differentiate your company from others doing the same type of work or offering the same type of products or services. Once you begin thinking about who you are in the marketplace and the type of companies you want to help, it will be easy to create a blueprint for reaching and engaging customers. Then it will be up to you and your team to delight them with your service and keep them satisfied throughout their buying journey.

Stay tuned for more about customer buying journeys and the role they play in successful marketing campaigns.

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