After following the strategies listed below, you will have the components of an effective marketing communications kit, which can be placed inside a pocket folder with your logo on the front. This folder should be presented to anyone that has expressed an interest in your company's products or services. It will act as a compelling sales tool to educate prospects on why they should do business with you.
Marketing Communication Strategy #1: The Compelling Story
Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you're not able to convey your own business passion?
The Compelling Story is just that - an exciting and interesting story as to why you decided to create the business you did. This story must be personal and connect emotionally. A compelling story can create instant trust - and you won't stand a chance of selling your products or services to someone unless they trust you.
So, how do you go about creating your own compelling story? Here is a list of important criteria to keep in mind.
* Make it personal - Talk about the people you've touched
* Appeal to the emotions
* Create a story - make it fun to read
* Be passionate
* Incorporate your values
* Show your human side - talk about mistakes you've made and the lessons you've learned
Your particular story is the perfect way to open your marketing communications folder and should be featured as the first item seen on the inside right pocket. Your story should not be longer than a single page.
Marketing Communication Strategy #2: The Competitive Squash
The purpose of this one page document is to summarize why people should buy from you as opposed to your competition. You should summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field. Don't be shy. This is your chance to show off.
Don't make this one text heavy. Pick three or four things you wish to communicate and summarize them in a compelling way.
Marketing Communication Strategy #3: The Problem Solver
The purpose of this one page sheet is to show how you are able to solve the business problems of your customers. This is just another way of creating trust and interest.
In order for this page to be effective, incorporate the following elements.
* Briefly summarize the main problem or problems of your target market
* Describe how your prospect's problems are solved once they purchase your solution
* Describe the steps needed to solve the particular problem
This page should describe several specific customer types and demonstrate how their problems were alleviated with your products and services.
Marketing Communication Strategy #4: Product/Service Summary
Nothing difficult here - simply summarize the various products, services, and package options you offer and list the benefits of each.
Notice I said to summarize the benefits, not the features. This is an important distinction. Too many companies spend enormous amounts of time covering various product features. Instead, concentrate on the benefits of the product and how they will solve specific problems and issues.
Marketing Communication Strategy #5: The Devotion Page
Can you feel the love? This is the page that summarizes your customer testimonials. A testimonial is proof that you have a track record of delivering what you promise. Make sure each testimonial focuses on a result that was achieved to help the customer with a specific issue.
Here are a few ideas for collecting customer testimonials.
1. While customers may love your product or service, some may feel they don't have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval. Be honest and tell them you want to use the testimonial on your website and related marketing materials.
2. After you have completed the job and surpassed the customer's expectation, ask them face-to-face for a quick testimonial. Have them just write a sentence or two on a piece of paper. It will literally take them a minute or two to write. They will rarely refuse if you have provided value to them.
3. Ask your customers to write the testimonial as if they were recommending your products and/or services to a friend. This will typically create more powerful and genuine copy.
Your summary of customer testimonials should fit on a single sheet of paper. If you have enough, use both sides of the sheet.
Marketing Communication Strategy #6: The Informational Article
Here is where you can provide some free information to help your customer solve a problem. Write a 1-2 page article on a topic that is important to your customer base. Keep it short. If it is a long article, summarize it and then provide the web URL where they can view or download the entire document at no charge. By providing free information that is relevant and valuable, you will continue to build on the trust and interest you have established.
So there you have it - all the main components of a strong marketing communications kit. You can purchase a pocket folder with your logo and tag line printed on the front from your local print shop. Make sure to get the folders that have the slots on the inside left pocket so that you can insert your business card.
Any time you have someone that has expressed interest in your products and services, mail or give them a copy of your folder. It's a powerful marketing communication strategy that will build trust, interest, and repeat business.
Kaynak
http://www.small-biz-marketing-tips.com/marketing-communication-strategy.html
