Storytelling matters more than ever
Marketing and communications are ever changing sectors. It is likely that 2017 will bring still more changes to the tools and strategies that are used in both industries. But, don’t panic! Strategies and tools and technologies can always change. However, there are three things that you should master to help drive your marketing and communications efforts:
1. Storytelling and platform
Having worked with a variety of businesses in a number of different countries, I always find that the hardest part to master is how to most effectively tell your story. Your story should not only be about your product or service. It should also be about your brand, your company, and what you stand for.
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Every business has its own story. This is the first thing that needs to be nailed down, since it will help you communicate about your business and/or its products to your clients, potential investors, media, and a range of other potential audiences.
From here, you can determine which platform deserves the most resources. There are many platforms around, online and offline. By understanding the persona of your customers, and the values and mission of your own organisation, you can decide if it’s worth investing your time and budget in all social media platforms, or if you should just focus on LinkedIn.
For example, if you are a B2B company with a niche target audience, is it really worth focusing your resources on Facebook Live streaming?
2. Using your company’s assets as a publishing tools
Yes, getting coverage in that top tier media is a golden moment! But one thing that we should ask ourselves honestly: Is this just a one-time moment? Can it really help with acquiring customers?
Yes, it can help your business building credibility. But it should not stop there. Remember, the beauty of the internet and social media is that every company — and every individual — can be their own publisher.
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If you have a fantastic story, or great product content, why not use your blog, or social media or even email marketing to reach out to your audiences and tell that great story?
The more you engage your audiences with your stories, the more your audiences know and trust you. And as every good communicator knows, trust is one of the key ways to build loyalty.
3. Integrating your efforts to maximise your return
This is something that is still lagging in marketing and communications as many of us still work in silos. It is not unusual for a large company to have different departments for social media, digital, PR, events, and marketing. The problem with this is it is easier for them to work in silos, without working together to integrate their programmes.
Imagine this: Wouldn’t be great if your offline event was being live streamed on social media, with mainstream media actually in attendance? While at the same time, you could be running a special marketing promotion for anyone who’s answering your email marketing around the time of the event?
Could this happen? Absolutely. It’s just a question of integrating your resources to achieve the most effective outcome.
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