When is Marketing Not Really Marketing?
This week on our social platforms we are talking about the fifth box in our 9 Boxes, Communication. For those of you who know us, you will remember that 9 Boxes is a structure for SMBs to build a marketing strategy. Score 85 per cent on our benchmark and you’ll have a perfectly brilliant marketing strategy that drives growth in your business.
Communication is probably where most businesses start thinking about marketing; the output of that is your marketing collateral. For us there are four elements that make up Communication:
- Your overarching brand strategy - your purpose and values, how you do things around here
- Your tone of voice – how you speak
- Your visual identity – how you look
- Your messaging – how you speak to your stakeholders
All of these elements need to be represented in any form of communication that leaves your business. It doesn’t matter if it’s a tender document, website, email or whatever – your business needs to be represented through its language and its look and feel, and your messaging needs to be appropriate to each stakeholder.
Out of these two elements we, in the main, always see businesses struggle with the language and writing piece. Today our messages have to be clever, captivating, concise, relevant, engaging – and we are only likely to have a minimal word count to work with.
OK, that’s the theory; however, here’s what really happens. Most businesses see their marketing materials as marketing. Really they are a set of communication pieces that help you engage with your audiences, create a conversation, position your business and so on. You should not think of this as marketing.
We just look at these things as ‘fit for purpose’ – a set of materials your business uses to connect. When we ask businesses about their marketing, they list out all of the materials they use. It’s important to have these, but you cannot tick the marketing box if this is all you have in place.
So how do you know if you have got this right? Dead simple:
- When we speak to your customers they know what you stand for
- People in your business know why they get out of bed every morning
After coming out of a long corporate career I saw that marketing as a sector is woefully underservicing our audiences. My posts and content are all about giving businesses some hints and tips as to how corporate enterprises use marketing strategies for growth. I am the translator – running a small business myself, I offer these tips to you in a simple language that you can apply to your business.
I developed the structured formula 9 Boxes from a passion to help small and mid-tier businesses get access to corporate marketing thinking. I want to raise the marketing bar, changing the way businesses engage with marketing.