Marketing is an engine that needs to be tuned, oiled, and monitored. As long as your marketing is in top shape, your business is at peak performance.
People are wind under your business’ wings. Marketing generates thrust; it gets people to move, to interact, and to buy.
At the same time, a well tuned, powerful marketing engine gives your customers the best possible experience as they discover and engage your company. But you will only get people through your door if they connect with what you’re saying.
Your message is what establishes the relationship with customers. It’s what holds together the identity of your business and allows people to identify with you.
Your marketing message also has to line up with their first and second moments of truth; when they first see your product and then when they use it for the first time. These moments of truth are when they make a decision about their future with you.
But there’s also what Google calls the Zero Moment of Truth (ZMOT). That’s when they search for a solution to their problem, or when they discover your company and read about your business online.
As they research and dig deeper into who you are, everything should make sense. From Google Ads to Tweets. If there is an awkward moment in their discovery process, you’ll never get the first or second moment to impress them.
Then it’s time for a tune up. Not because you’re afraid of loosing customers, but because you want to deliver the best experience from discovery to loyalty.
Here are three ways to fine tune your marketing and get the best performance possible.
First: Simplify Your Message
Clearly define your marketing message. Make it easy to remember, write it down, and pin it up somewhere that everyone can see. Something simple but emotionally engaging. WHY do you want to serve people in the way you do?
Simplifying your marketing message will have a cascading effect on every campaign. First, it will be easier to tweet. Simple ideas are easy to fit into 140 characters.
It will be easier to write headlines, and Google’s 50-60 character title length won’t be an issue.
More complex and expansive ideas will become connected and synchronized because everything will stem from this one pure message.
It is simple until we make it complicated. Be deliberate about developing a concise, relevant and accurate message.
— Vala Afshar (@ValaAfshar) October 11, 2013
Ultimately, people will pay attention longer because you are easy to understand. As you hold their attention longer, you will have more time to deliver an amazing experience and win their trust.
Second: Make Your Message Consistent
Your marketing message has to be the same across your entire company and through all the gateways into your business, print or digital. This is another advantage of a simple message, it will hold integrity no matter how many times it is reiterated.
When there is a disconnect in the message between marketing channels or company departments, it creates friction between you and the customer.
— Gabriella Sannino (@SEOcopy) August 20, 2014
Like a plane in flight, jutting edges, sharp corners, or uneven surfaces cause friction in the airflow. That means your engine has to work harder to produce the same thrust necessary to stay at your chosen altitude.
Do you want healthy traffic through your business (storefront or website)? Then reduce friction.
Most importantly, your readers, prospects, and customers will recognize the common thread through all their interactions. It’s easier for them to find you over and over again. When you show up in places they weren’t expecting, they will recognize you right away. Their whole experience becomes a delight, something worth raving about. And they’re one step closer to being a loyal fan.
Third: Match Their Emotional Season
Don’t use emotion to manipulate, but respond to where they’re at.
Find their seasonal emotional cycle. Men and women alike go through seasons of emotion. Generally you can predict emotions based on natural seasons (spring, summer, winter, autumn), but that’s not only what I’m talking about.
We go through seasons in our jobs: we hate what we’re doing, we love what we’re doing, we are inspired to push further, we don’t care about what we are doing.
There are seasons in our families: just married, growing used to your spouse, falling in love with your spouse all over again, watching babies grow from toddlers to teens, etc.
Seasons shift in your industry as well. There will be a window of time when people enter your industry’s influence. It may last for 2 weeks or 20 years.
The point is to map out their emotional journey in that sweet spot where they meet you and figure they need what you have, then respond to those emotions.
If they are excited, match the excitement. If they are depressed, sympathize, but bring hope.
If they’ve sought you out, then you hold the solution to a problem they are facing. Whether they are in a good or bad spot emotionally, you have the opening to give them a good experience.
Give your customers the smoothest possible ride as they discover and interact with your company. Tune up and give them something rave about!
I’m interested in YOUR experience. Have you had a hard time with convoluted marketing messages? How has your company done with so many marketing channels? What kind of studies have you done on your customers emotional journey?
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