The fifth and final blog post of this series, looks at how we can best use the content we’ve generated. One of the best things about the marketing message is its flexibility to be used across all promotional activities. That said, please keep in mind that it must be adapted to suit the medium you are using.
Whatever medium you decide to use, you can use your marketing message content to help you come up with something really compelling. There are a few rules to follow:
1) As much as possible start with ‘benefits’ before moving on to ‘features’ and finally ‘credibility’.
2) Adapt your content to suit your medium, you can’t include the same amount of information on your business card as you can your website, so prioritise! If you’re tight on space or time, you may just want to gain attention through concentrating on your key benefits.
3) Think about who your target audience is, particularly if you have different target groups, when deciding on your content. This will influence the priority of the benefits and features, and how you establish credibility with the potential customer.
4) See the whole customer journey. Decide what action you’d like the potential customer to take and lead them towards that action. Completing a sale isn’t always the intention of all your marketing materials. Would somebody commit to buying a car just through seeing an ad in the paper? Probably not, instead, you’d be looking for them to call you and eventually arrange a meeting to view the car and find out more.
5) Be consistent. Although you will adapt your content, be consistent with the key elements of your marketing message. This is essential if your marketing message is resonate with your target audience.
6) Try to always finish with a call to action. Be very clear when telling the potential customer what action they should take next.
Follow these rules and you should be able to make a cohesive marketing campaign that will deliver a clear and powerful message to your customer. Using this consistently means that the customer will hear the same message whether they; read your leaflet, visit your website or speak to you in person. This is much more likely to increase the interest and desire of your customers and ultimately lead them to take action.
If you’re a Newcastle University student or graduate and you need help in constructing your marketing message please get in touch, we’re here to help.