So, what makes good marketing?
We talk about all the different platforms we use – social media, websites, mobile and tablet-friendly websites and so on. We talk about SEO (search engine optimisation) and about branding but none of this explains what content makes a good marketing message.
Think about some of the most successful brands you know and their advertising campaigns to get an idea of what makes good marketing content. Famous slogans such as ‘every little helps’ or ‘because you’re worth it’ can be automatically associated with a company name can’t they? So how do they do this?
Equally certain colours are automatically associated with famous brands – for example, if I say red one of the brands you will probably think of is a famous airline/media company. Am I right?
Of course if you are a local SME you are not going to create an identity that is famous nationwide or worldwide, but you can use these examples to learn lessons about your own marketing content.
The secret is really getting to know your audience first. That doesn’t just mean the demographics of your audience, it means really getting inside their heads and working out what type of person they want to be. What type of person do they think they are? Do they believe they are trendy, practical, unique, reliable, spontaneous?
‘That’s why mums go to…’ is very specific for example and wouldn’t be aimed at the luxury market. ‘The future’s bright, the future’s…’ is aimed at an audience that thinks it is forward-thinking, modern.
So who do you want to aim your marketing at? Who is your audience and what type of person does your audience aspire to be? What is their main aim? Are they wanting products that shout quality and opulence? Are they looking for a service that screams value for money?
Now you need to think of colours, wording, design that creates this impression. This marketing content can then be used time and time again – on your website, on social media, on your paperwork, even on the sides of your vehicles.