Better Together: Marketing Loses Without Strategy
Before companies share their messages, we as customers hope they’ve carefully considered our needs, the match between their content and those needs, our preferred distribution channels, and a non-intrusive frequency of distribution. Sadly, this thought process remains elusive for many brands and that lack of strategic thinking breeds missteps such as poor communication, brand perception, and fuels advertising frustration.
Elevating strategy is fundamental to success. It tops my list in terms of behaviors businesses must adopt. Strategy drives focus and prompts the hard questions. It ensures a clear line between what our goals are and what they aren’t. Marketing strategy leads with:
Messaging for a specific audience
Connecting that specific audience with a specific business objective that drives customer value
Distributing the message in a customer’s preferred communication channel at their preferred time of day (if you have this insight).
I call this "messaging nirvana," and when it occurs, it increases the likelihood of customer acceptance of additional brand communications. We want our prospects and customers to accept our interactions, especially given the whirlwind of privacy, trust, and security concerns within social media networks and virtually any company possessing customer information. As an example, I’ll demonstrate how messaging nirvana works. One day I scrolled through my Instagram feed and saw an ad for an Ideo (a design company) webinar discussing the convergence of design thinking and healthcare. Typically, ads frustrate me, but this one was spot on in terms of my interest in both the company and the topic. I never interact with professional brands on Instagram, but my goodness this was well executed! I don't even enjoy most ads on Instagram, but as a result of that one Ideo ad, I'm following the company on Instagram, and keeping an eye out for other B2B companies I respect.
Messaging nirvana, it's real folks. Enable it by moving strategy to the front of your marketing effort. Comment below and share some examples of messaging nirvana you’ve generated or experienced. Thanks!