Here’s How You Can Create Your Marketing Communications Effectively

When we talk about delivering your message to your prospective customers and convincing them to buy from you we are talking about marketing communications. To communicate effectively you need to know to whom you are speaking and understand what motivates your prospective customers. A great way to begin developing your marketing communications is by answering a series of questions. So let’s get started.

The main question you are answering is: who is your target market? The answer to this question forms the basis of all the “market communications” you will produce. You need to think through who you want to reach with your product or service. In order to fully identify your target market you need to think about your customer on several different levels.

First start by identifying the demographic information of your ideal customer. What is their:

  • age,
  • marital status,
  • gender, and
  • geographic information?

Once this is defined you then need to develop the psychological profile of your ideal customer. Ask questions such as:

  • What motivates your customer to act? Is it security, peace of mind, status, recognition, etc.
  • What makes your ideal customer happy?
  • What does the average day in the life of your customer look like?
  • What does your ideal customer do in their free time? Are they interested in sports, movies, exercise, reading, etc.
  • What struggles does your customer face on a daily basis?
  • Where will you find your customer spending their time online?

By creating the picture of your ideal customer you will understand their wants, needs and problems. You will also understand what they expect or need from the products and services they purchase. With this knowledge you are able to craft your marketing communications materials. Your messaging will be targeted to the people you are serving. Your messaging will identify why your product or service is important to them by indicating the need it fills or the problem it solves. Targeting your message in this manner enables you to connect with your customer on an emotional level that will solidify your relationship with them.

Throughout your marketing communications it is extremely important to maintain consistency in your materials. This applies to the look, feel and tone of your marketing communications. You need to think of your marketing communications moving on a continual timeline. By maintaining consistency in your presentation your customers will become familiar with your marketing material. This allows them to concentrate on the value messages you are delivering rather than looking at a new marketing format.

By focusing on your target market, maintaining consistency in your marketing presentation and packaging information that is valuable to your customers you will have a formula for continually growing your customer base.