We all know the feeling of having amazing products that we are proud of, just ready to grace any home, and yet no one seems to be noticing yours.
What’s worse is when your marketing visuals, communications, and website just don’t cut it. In fact, they are poor and misrepresent your fantastic products.
So, what can you do when you’re in this predicament? Firstly, acknowledge that it’s a problem and one that you can fix. You don’t have to be stuck with lacklustre marketing that’s doing nothing to showcase your stunning creations.
Secondly, it’s time to evaluate what’s going wrong with your current marketing strategy. Are your visuals eye-catching, or are they more like an eyesore? Are your communications clear and concise, or are they causing confusion and chaos? Is your website user-friendly, or does it make people want to throw their laptop out the window? Or even worse, do you not have a strategy or any brand guidelines and everything is just being haphazardly thrown at the wall to see what sticks?
It’s time to put a plan in place that will help you improve your marketing. If you don’t know where to start, then ask for advice from peers who have had similar experiences or even better, give us a call. The more organised you are, the easier it is to execute your plan and measure its effectiveness.
If you find that your advertising doesn’t quite capture the essence of what you do, try asking yourself the following questions:
- Do your products and services have a clear advantage over the competition?
- Are they better in some way, either in terms of quality, price, or availability?
- Does what you promise to deliver outperform customer’s expectations and the competition?
It’s frustrating when your advertising fails to convey the true value and uniqueness of your products or services. So, how can you bridge the gap between what you do and how you advertise it? The key is to align your messaging and visuals with your actual capabilities.
Consider revisiting your advertising strategy and making necessary adjustments. Focus on highlighting your unique selling points and ensuring that your messaging truly reflects the value you bring to the table.
It’s time to take action and fine-tune your marketing communications!
Remember, the journey to improvement starts with that first step. So, dive in and make those essential adjustments to take your marketing communications to the next level! Let’s break it down into three main areas: branding and tone of voice, external marketing communications (such as advertising), and your website.
Branding and tone of voice:
To create a brand that makes your company look like an authority in its field, start by knowing your brand inside and out. Understand what makes it unique and what its core values are. Craft a compelling story that taps into the emotions of your audience, showing them how your offerings solve their problems.
Consistency is key in branding. Maintain a unified visual identity, tone of voice, and messaging across all platforms. Speak your audience’s language and be relatable – make sure your tone fits with your business’s brand – don’t try to copy someone else’s voice.
Invest in professional design and visuals that align with your brand and catch the eye. Remember, aesthetics matter! Your brand needs to captivate customers with an authentic representation of your product and services.
External marketing communications
When it comes to marketing communications, quality is key. Start by understanding your target audience inside and out. Identify their needs, desires, and pain points, and tailor your messaging accordingly. Highlight the unique value and benefits of your product or service, showcasing why it’s the best choice. Use clear, concise, and compelling language that resonates with your audience.
Maintain consistency across all communication channels, ensuring a cohesive brand experience. Monitor and measure the effectiveness of your marketing efforts to make continuous improvements.
Once you’ve pinpointed the problem areas, it’s time for some problem-solving. Consider investing in professional photography and graphic design to bring your products to life visually. Look into revamping your communications to focus on what sets your products apart from competitors and the benefits that they can bring to customers’ lives.
Your website
Don’t forget about your website – it’s the ‘jewel in the crown’ of any business. In order to generate leads and sales, you must use it like a business tool by investing time and budget to help improve its performance.
If you have a website that looks like it was designed during the era of dial-up internet, it might give potential customers the wrong impression. And you don’t want that!
Good website design goes beyond just looking pretty – it’s about being functional and easy to use. We’re talking seamless navigation, lightning-fast loading times, and a layout that makes finding what you need a breeze.
A well-designed website is like a GPS that leads your customers straight to the good stuff. It helps people find what they need quickly and easily, without any frustration.
So don’t underestimate the power of a showstopping website. It’s your online storefront, your digital first impression, it’s your chance to showcase your products and services in a way that screams, ‘We’re the best in the biz!’
Put yourself in your customer’s shoes!
Remember, a picture is worth a thousand words, but a poorly executed one can be worth a thousand lost customers. Invest in presenting your products in the best possible light to attract the right clients that will appreciate your fantastic products and services. Misrepresenting your products can lead to frustrated customers, hurting your brand reputation and ultimately, your revenue. Worse yet, a poorly executed marketing campaign will not only fail to generate sales but may even tarnish your brand!
In a nutshell, stop being the best-kept secret in the business and start giving your customers what they deserve – beautifully marketed, excellent products that are as dynamic on the inside as they are on the outside.
Still questioning your marketing?
Marketing is a critical part of a brand’s success, but if it’s not done well, it can hurt your business. If you feel your marketing isn’t working and need an audit and re-think, get in touch.
Here at Relative, we’re experts in all things marketing and take a holistic view of all your communications, assets, and media in order to audit your brand and see where it can be improved. Book an appointment today and complete a free discovery diagnostic, with action points you can implement yourself, or invite us to do the hard work!
