5 Ways to Adapt Your Communications to the New Marketing Landscape

The marketing landscape today is very different to that of past decades - and forcing organisations to adapt how they communicate.

 

Traditional marketing revolved around advertising: in newspapers, magazines and direct mail; and through TV and radio ads. The approach was all about disruption, persuasion and sell, sell, sell.

 

Those formats remain today (and many key principles of marketing still apply) but digital marketing is the norm - and the seller-buyer relationship has changed.

 

The buyer is now in control. The customer or client will decide when to buy. The task of your marketing is to position your organisation in the front of their minds when they are ready to part with their money.

 

Here are FIVE ways to do that.

 

1. Gain Understanding and Insights About Your Audience and Market

Knowing your marketplace and the competition around you helps you to position your organisation, highlight your point of difference and be aware of emerging trends.

 

Knowing your audience helps you to understand their challenges and pain points; to see where they are in the buyer’s journey; to create messaging around those challenges and the solutions you can provide to overcome them; and to generate upsells, upgrades and repeat business.

 

Do your research. Talk to your sales team about the conversations they are having with prospects and clients. Put out a quiz, questionnaire or survey. Ask subscribers on your email list. The findings could be marketing and messaging gold for your company.

 

2. Create Content that is Relevant, Entertaining, Informative and of Value 

When you know your audience, you can create content that is most relevant to them - and share on the social media channels where they are most likely to read and engage.

 

Content should be of value for your prospects and clients. It can be informative, entertaining or both. The key is consistency. Post content regularly. Cover topics within 3-5 core pillar themes. Stay aligned with your vision, messaging and values.

 

3. Share Stories that Resonate with Your Target Audience 

Using stories is a powerful way to reach and engage with your audience. Think how a favourite book, film or TV show keeps you hooked and wanting more.

 

Use stories to share your vision, mission and ‘why’. Use stories in talks, presentations and pitches. Use stories in social media, emails and campaigns.

 

4. Change How People Feel (and Build Your Brand Following)

People tend to do business with people they like. It’s the same with organisations and brands.

 

Is your marketing or the way you present your brand a little bland, jargon-filled or vanilla? If so, it may be harder to stand out from the crowd or be heard above the noise.

 

Use your vision, mission and values as your foundations. Bring out the personality of your organisation. Stand for something. Attract the people, clients and customers who share your view of the world. Make people feel something. Build your following, build your brand.

 

5. Give People EVERY Reason to Buy

Knowing your audience, products and services exceptionally well is key to successful marketing and communications.

 

When people see that you understand their challenges, needs and wants they are more likely to consider buying from, or investing in, your organisation. When you have deep, insightful knowledge about your products or services, you are better able to give people more reasons to buy. And, naturally, you want to give people every reason to buy - and to buy from you.