Let’s go back to the basics.
We’re all guilty of it. That urge to get something out as quick and as consistently as you can to stay on top of your marketing efforts, meet targets and keep the higher ups happy. But how often do we take a step back and analyse if what we’re producing is really hitting the mark and targeting the end user or if it’s just another ticked box for the business?
The marketing world is very crowded and full of so much information, fantastical job titles and things that we are expected to be aware of/incorporating into our everyday. That means often things end up being more complicated than they should be and the fundamentals get left by the wayside.
So, let’s go back to the basics and check that you’re not just ticking boxes by answering the following:
- Who are you targeting with your marketing?
- What is your positioning to your target/s?
- What are your objectives in the time frame you’ve specified/been given?
Can you answer all three immediately and concisely? If not, maybe it’s time to head back to the drawing board, rediscover your roots and start discussing what’s important.
Better briefs
This is especially essential if you work with an agency. According to brief consultancy BetterBriefs, 66% of marketers think their briefs to their agencies clearly define the target group – only 38% of agencies agree. That’s 62% of agencies that are not sure of who they’re targeting and therefore not able to do the job to the best of their abilities.
By having clear answers to the questions above, providing better briefs will not only be much easier but they will also result in time and money savings and more successful marketing results. You can even work on these questions with your agency, so you’re equally aligned on your strategies going forward.
Positioning to hit the mark
Positioning of brands has also become pretty complicated. You’re often presented with decks made up of multiple pages of a brand’s characteristics, essence, attributes and personality. That’s a lot to think about and communicate, isn’t it? It’s the age-old argument of quantity vs quality - refocusing on the one or two things that give you the advantage over your competitors might make things clearer and result in campaigns that truly hit the mark.
So, what’s our point? If this was an essay, we’d say: To conclude, it’s time to simplify and remember what makes your business/brand different and who exactly you are targeting. This can often get forgotten in the noise and speed of the marketing world and the pressure of trying to do TOO much. Let’s get the basics right.
Email us or call 01706 222456 to get things rolling – we promise we’re a friendly bunch.