25 Oct M is for… MarComms
Your A-Z of Marketing Essentials
M is for… MarComms
MarComms, or Marketing Communications is the strategy you use for enthusing your preferred buyers about your products or service.
This is often a mixture of more than one tactic, so you have the best chance of reaching your target audience where they hang out. There are six major areas of marketing communication include advertising, digital marketing, traditional marketing, personal selling, public relations and sales promotion. But, with more marketing channels and touchpoints than ever before, and the evolution of traditional customer segmentation, choosing the right mix of channels and setting the right level of budget is more challenging than ever before.
Your Time to Shine
This is it! This is your opportunity to get your message across to your preferred buyers. You need to be engaging, exciting and memorable. This is where your marketing communications plan, or MarComms plan, comes in.
Your marketing communications plan is one element of your overall marketing plan. MarComms plans provide a certain level focus that allows you to know where you are going with your strategy, what you need to say and do to promote your product, and how you will bring that product from origination to the end user, be that consumer or business.
Getting started on your MarComms Plan
- All good plans start with detailing who you are communicating with and your MarComms plan is no exception. Your plan needs to describe your target market; the preferred buyers of your product or service. This is determined through analysis of demographic, psychographic, and geographic assessments. These details will include information such as gender, age range, publications read, what they watch, their behaviours etc.
- Next a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) will help you evaluate you position in the marketplace. It will enable you to identify the opportunities and threats that your business faces and help you focus on your strengths, minimize threats, and take the greatest possible advantage of opportunities available to you.
- Campaign objectives need to be outlined to help ensure the MarComm plan is achieving the corporate, marketing, and communication levels by outlining the various goals that need to be met within the business.
- Next we can start to define the MarComms plan. The marketing communications mix identifies and describes the various ways you will promote your product or service to your preferred buyers. This can be a mix of advertising, digital marketing, traditional marketing, personal selling, public relations and sales promotion and all the tools available within these marketing channels.
- Finally, your MarComms plan should end with a timeline (with regular milestones) and budget.
Tracking your Marketing Results
Whatever marketing tactics you decided are best, it is essential that your communications are measurable. Whether it’s email open rates, webpage visits, downloads, social media engagement or direct mail response rates, establish key the communications goals and put systems in place to monitor your progress. Tie this data in with your sales figures to get a real sense of what’s working and what’s not. Once you know what is working, you can scale it up and make more of it.
MarComms doesn’t finish there…
Don’t forget to collate and communicate with any new customers, prospects and existing customers. Gather your customers and add their information to your CRM system (Customer Relationship Management) so you can streamline and scale up your sales process. This will also allow you to communicate more effectively and help you better understand how your clients move through the sales process so you can win more business.
Michelle Roberts (MCIM), is the managing director and founder of The Creative Marketing Agency. She is trained in both digital and traditional marketing through the Chartered Institute of Marketing (CIM). She is also a member of the CIM and a Certified Practitioner in the Watertight Marketing Expert Community, both of which provide access to an additional wealth of knowledge and experience.