I recently received a beautifully designed email newsletter from an organization. Their newsletter had a number of great articles linked within it, and all the useful information I wanted to know about their organization. However, when I explored their website after reading the newsletter I was disappointed. The articles from the newsletter were accessible by direct-link only with no obvious way to visit them from the site navigation itself. There was no “read our newsletter” button, and the site’s design was clearly aged, right down to the header mentioning 2011. The visible content on the website was also dated and largely uninformative. The only commonality to the newsletter was the logo. If I had simply stumbled upon the website without viewing the newsletter first, I would have passed it over without a second thought.
When a hurricane forms over the ocean, it is a giant engine fueled by warm, moist air. The warm, saturated air over the ocean rises upward from the surface causing a deepening area of low air pressure while higher air presses into the low-pressure area. This air becomes warm and rises too. The warm air continues to rise, and surrounding air swirls in to take its place. As the warm, moist air rises, it cools to form clouds and the entire system spins and grows, fed by the ocean’s heat and water evaporation. All of these elements combine, taking on a life of their own to create the perfect storm.
Are you incorporating elements into your overall marketing plan that combine to create the ‘perfect storm’ for your company? In the same manner that hurricanes are created over the ocean, It is the same within your business as you create a cohesive marketing plan that covers all the bases. You know your business, your competitors, and you [should] know your customers. You devote time to planning, exhaustive investigation, testing, feedback, refinement, and more testing. But in order to create the perfect storm of marketing you must keep your message moving consistently through all of your marketing channels. When you create an email newsletter, you should have correlating information on your website. Your website should invite people to sign up for your newsletter. All of your online marketing—whether social, viral, or email—must work together in order to create an experience for your customers that will lead to them taking action and making a purchase.
In a 2010 report, The Nielsen Company found that 60% of customers watched television and used the Internet simultaneously. When consumers were exposed to pharmaceutical ads, both on television and on the Internet, they were 100% more likely to ask their doctors about the product. This makes offline marketing another essential component of your business model—not to be forgotten or discarded in the new modern, digital age. However, it is important to ensure you are not sending mixed messages to your customers. Your television, radio, print, and direct mail advertising must tie in with what your customers see when they receive your email newsletter, view your website, or perform an online search for your company or product. Each piece of marketing material should support the others, giving a consistent experience that leads to a sale.
The level of internal communication required to create this perfect storm of marketing is not as simple as merely hiring a marketing manager. It involves creating a supporting structure within your company through which you can facilitate communication from sales to marketing to executive management and back, helping to ensure that individuals at all levels of your organization are on-message and that the message of your marketing is working to drive sales…”swarming the enterprise” as we like to say here at Alliance Group International.
As you develop your marketing tools you should develop title-specific communication between departments in order to allow your marketing messaging to flow freely between those departments and increase communications efficiency. By building up a supportive and communicative structure within your organization, creating a cohesive marketing plan across all media, both online and offline, and measuring the effectiveness of your campaign through sales, you can fine-tune your marketing message and ensure that your company is creating the perfect storm to drive business by leading consumers to you and completing sales without confusion.
Interested in creating a marketing program that will swarm the enterprise within your niche or marketing sector? Alliance Group International has been assisting companies all over the world with their marketing and sales efforts for over twenty-five years. AGI has the knowledge, experience, and tools in place to help you swarm the enterprise! Give us a call or email us today to get things started.