Marketing Basics: Craft Your Message for Multiple Channels

With the explosion of social media and the regular appearance of new and innovative digital marketing tactics, it’s easy to become fixated on the latest marketing trend. Keeping up with the times is important, because you want to make sure you can stay in touch with your customers. But it’s also vital to keep the basics in mind. Your messages are central to your success, and older print channels like direct mail are still effective.

Marketing tends to work best when it is integrated — that is, when multiple media channels like email, print, social media, and mobile tie together to form campaigns and create consistency. This allows you to combine a mainstay (like direct mail) with a newer channel (like social media), and coordinate them to work together.

There is some truth to the old rule of seven, which states that your brand and message must be seen seven times by a prospect before they take action. So, if you integrate your marketing efforts and use multiple channels to deliver a consistent message, you can get those all-important seven views faster and increase the chances of your target market taking notice.

According to Jane Applegate, who has also been a regular contributor to the pbSmart Essentials blog, owners of small and midsize businesses should start with the basics — including a compelling message — and develop a multi-channel integrated marketing strategy that’s appropriate for their customers.

Read more in Power of Print: Marketing Expert Says Businesses Should Not Abandon the Basics at commercialappeal.com.

Carefully crafting your message will ensure your communications are consistent. It will help customers understand what makes your business distinct, and it will make the value you offer clear to your audience.

For more on crafting your message, read 6 Steps to Developing a Marketing Message That Sells at businessknowhow.com.

What’s Next?

Read more pbSmart Essentials articles by Jane Applegate.