Marketing Messaging
Should you change your marketing message?
The marketing message has to be relevant to the current situation. It has to resonate with your marketplace, so when this period is over, you remain visible.
In this video, I share how I have helped my clients to do this.
The Desai Despatch – Episode 7
Speaker – Jez Kay (JK)
Speaker – Falguni Desai (FD)
(JK) In Episode 5, we were talking about the 90-day plan and it is split up into 30-day chunks and there were three parts
- the pivot,
- the shift
- and adjustments made to the business.
In your experience, what determines the shift?
Should you change your marketing message? Have you examples of the sort of work that happens in business that really should be shifted around about this time?
(FD) Yes. When I say what needs to shift in your business, I’m referring to marketing.
Your marketing message at the moment needs to shift because of what we are going through at the moment.
- What’s going to be relevant to people right now?
- What’s going to resonate with them with what you’re trying to market?
One of my clients who sells DIY tools was marketing as before. Tools are tools. However, I was trying to think of another angle. At the moment, people are more at home, so they have more time. I suggested, maybe he should think about the angle of
You have got more time, how about trying to fix that shelf that you put off for a long time and maybe other DIY things and even thought about doing something in your garden?
It’s a nice message, it’s a softer message, but it’s relevant right now to say we are still in business, we are still here and if you fancy doing some DIY, have a look, we can offer you these things.
(JK) Yeah, I guess it’s one of those things about the message that you put across in your business is you have to go with the times, don’t you? You can’t just keep churning out the message according to whatever your product does or the overall benefits of it. I guess a lot of it’s to do with the situation that people find themselves in and maybe something topical or in this case, fairly substantial. It’s quite important, isn’t it?
(FD) It is important and I think the tendency for a lot of people is that
Oh, we’re in this crisis, I’m going to stop marketing, I’m going to save some costs and I’m going to cut costs that way.
But I think that’s not the right way to go about it, because ultimately, when this is over, and it will be, you still want to be visible in your marketplace. You have to continue the marketing, I think, but be compassionate and change your messaging,
Ultimately, what you offer right now, people will remember.
I think the key is to really know your numbers.
- What are you spending on your marketing and is it working?
- Where are you getting your leads?
- Are you getting good quality leads?
- Are you testing and measuring the quality of your leads?
- What is your conversion rate?
- What are people on average paying for your products?
- How often do they buy from you and what are your margins?
If you look at these numbers in detail and look at them regularly, you can really then have a very targeted marketing campaign.
(JK) Excellent. So, it’s all about marketing when you are shifting, it’s getting that message right and don’t forget it and don’t marginalize marketing because it could be the most important thing you do.
(FD) Absolutely and it is virtual, so make it viral as well. All your connections, whether it’s your customers, all your social media content, anywhere that you have a presence, you need to put your message out there.
Does this resonate with you? If you would like to book a complimentary, no-obligation, coaching session to discuss this further, please email me at falgunidesai@actioncoach.com
