- Andy Gibson
Holistic Marketing
Simple... yet effective.
No matter your business, a holistic approach should be powerful, cohesive and consistent. A number of businesses we've worked with often have bits and pieces of brand guidelines, applied inconsistently and in a confusing way within their marketing funnel. By laying down a clear and concise digital marketing strategy you can create powerful messaging that is applied cohesively and consistently across your entire marketing funnel.
Where has it gone wrong?
Your business is constantly evolving, and so is the world around you. The challenges you once solved for clients could now be very different, you've added new products or expanded those services. And with all of these changes, you may be feeling that your business has developed an inconsistent identity. Furthermore, over time marketing efforts can become disjointed, where once there was a consistent monthly newsletter, it's now been replaced by the odd social post with an ad campaign growing cobwebs. And lastly, your customers' needs and values are in flux all of the time.
With all of these moving parts, it's worth considering. Are you answering these three questions as best you can today?
What is it that you are selling?
The challenges you are solving?
How your customer will thrive?
Holistic marketing to the rescue!
There are three pillars to get right within holistic marketing, and these are
Powerful messaging
Cohesive approach
Consistency
If you can tick these boxes you’ll be making strides towards more leads, better customer conversions and increased revenue. We’ll dive into these three pillars more now.
Powerful messaging:
To create powerful messaging you first need to understand who your target audience is and the different personas that exist within this pool of people. This shouldn’t be a quick process, after all, understanding exactly who your customers are, their challenges, how you can help them and what makes them tick will create excellent insights to drive your messaging.
The next step is to start outlining your company's values, messaging (what you are going to say), and tone of voice (how you are going to say it). Each of these should be held to account by your target audience and personas, so they make sense to the personalities of your customers. By the end of this process, answering the questions I posed earlier in a tone of voice that represents your business will be far simpler. Those questions again:
What is it that you are selling?
The challenges you are solving?
How your customer will thrive?
Cohesive approach:
Your marketing funnel inevitably has numerous inlets connecting prospective customers with your business. Whether this is via social media, email marketing or even a salesperson sending out collateral. The powerful messaging you’ve just created should flow through the entire communication funnel across the business. The best way to ensure this happens is to create a brand guidelines’ document to lock up all of the do’s and don'ts, this is us and this is not us etc. So anyone who comes into contact with your brand sees a cohesive, clear and unconfusing marketing message.
Consistent:
There are two sides to the consistency coin. Firstly, all of your marketing wants to be held to account by your brand guidelines. In the event of a new product or service, the messaging can still conform to the current communication style, unless this is being launched as a new business with a completely different set of guidelines. And secondly, marketing is about creating a journey of discovery for your prospects. As those prospects journey deeper into your marketing funnel, they become more engaged and their intent increases. Consistency with your marketing efforts, in terms of volume and time, increases your chances greatly.
We can help!
If you are looking for a guide to the digital marketing world, we can help. Get in touch, and let us talk you through our holistic approach to demystify your messaging and help your marketing funnel to work harder.
Start driving greater revenues across your business with marketing that works.
