It’s a new era of Marketing Communications.
Yes, they are 2 different things.
Marketing is the strategy, outreach, distribution and sales systems used to close business.
Communications educate your market about what you offer commonly through websites, design, articles, email, enews or similar. Design? Yes, it’s super critical to communications, when done right.
Most of us feel we’re over saturated in communications:
- monitoring our social sites,
- checking news updates,
- learning new devices or software or knowledge about our industry,
- triaging email or phone messages or meetings,
- staying in touch with clients, vendors and friends
No wonder it’s so hard just to get projects completed, let alone stay on top of marketing, finance and management!
Are we too busy communicating?
The fact is that without communications, great marketing just can’t take hold. [In fact, that’s why our agency does marketing & communications together].
These are the most common questions I get:
Q. How many phone calls to make before giving up on helping a potential new client?
A. Usually around 11 or until they tell you they need your help or just do not.
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Q. How frequently should I send out enews or blogs?
A. If you’re selling products in your enews, the experts say weekly campaigns work best to generate sustained sales. I find that insanely annoying, though, don’t you?
So, I suggest that if you’re new to communications, consider a monthly or even quarterly communication piece until you get the hang of it, and your readers are acclimated to hearing from you. We’re only human. Do what you can without burning out.
Expert bloggers say three blogs a week are critical to keeping top of mind. I can’t think of any blog I read (or would value) that often. So, I say don’t burn out your readers. Write when you have something helpful to offer.
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Q. Should I redesign my website or focus on SEO (building traffic to get top of Google)?
A. Depending on your marketing strategy it may be more important to develop more engaging design before you start driving loads of traffic to your site. If your services aren’t clearly packaged so readers know what they’re getting and what the cost will be, then all the traffic in the world isn’t going to help you sell your offerings.
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Q. What’s the best way to get money in the door now?
A. My short answer is ‘go for a walk’ to brainstorm with an expert who can figure out why you’re not making money now, and let you know what to do. The longer answer is:
- clarify your offer,
- evaluate pricing with competitive research and testing,
- make more sales calls,
- boost your outreach
- ramp up your SEO
- evaluate your financials to get a better picture of what’s really going on in your business
- get expert help on making your social media efforts work to bring you business,
but all of that just depends on your particular goals.
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If you need help, I think you know who to call. 510-879-7600 or abliss@allisonbliss.com.
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PLEASE SHARE YOUR OPINIONS
What is your experience? What are your questions or pet peeves about communication? (oh, please don’t say you hate my blog)