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Mastering Marketing Communication for Business Growth

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Mastering Marketing Communication for Business Growth

This week at the support session of Sayers Solutions’ Small Business Marketing and Strategy Club, we kicked off the month’s discussion on marketing communications.

Marketing communications refers to the methods and channels a company uses to communicate its value proposition, brand messages, and information about its products or services to its target audience. It encompasses a wide range of strategies, from advertising to public relations, aimed at influencing consumer behavior and driving business outcomes.

Where better to begin than by exploring the different types of marketing communications available to small businesses? During the session, we started by listing familiar forms, such as networking and social media. Someone then brought up advertising, sparking a lively discussion on what exactly qualifies as advertising.

It was agreed that advertising is the placement of a paid promotional message, and we went on to list the various forms this can take, including:

  • Magazines and Newspapers
  • Boards – at sports grounds, roadside billboards, or roundabouts
  • Web advertising
  • TV/Radio – including smart ads that are targeted by geography or personal preferences
  • Digital advertising – including both paid and organic channels:
  • Web ads
  • SEO
  • Google Ads
  • Social Media

Public Relations

Public Relations (PR) also came up when discussing newspaper and magazine advertising. We acknowledged that there’s a way to utilize this medium without paying for an ad—through PR.

Public relations is the strategic communication process that builds mutually beneficial relationships between organizations and their stakeholders. It can involve everything from crisis management to proactive reputation building, but for small businesses, it’s often used to engage with their primary audience—customers.

Some common PR activities include:

  • Interviews
  • Podcasts
  • Press Releases

Interestingly, a stat was shared that 80% of what you read in the newspaper comes from press releases.

We also reflected on how the PEST analysis (political, economic, social, and technological factors) from last month’s discussion can serve as a useful tool to identify timely and relevant topics to write about for press releases.

Networking

Networking was another key topic. As most club members invest heavily in networking, we talked about the follow-up process and how it may or may not result in business.

There was a consensus that follow-up generally involves connecting on LinkedIn, recording the details in a CRM, and pursuing a 1:1 conversation if the relationship develops. However, many agreed that these follow-ups often lead to offers without reciprocation and then, silence.

Do you have a foolproof follow-up process? What steps do you take when there’s no response? How do you prioritize your efforts, especially if you’re meeting 150 people in just a few days, as one of our members does?

Throughout the meeting, we emphasized the importance of having an integrated marketing communications (IMC) plan. IMC ensures that all marketing tools and channels work together harmoniously to deliver a consistent message.

The homework for this week’s session was to:

A) Make a list of different marketing communications strategies.

B) Write down the marketing communications you currently use. Describe them, including any processes or metrics you follow. What objectives are they helping you achieve? How are they integrated into your overall strategy?

C) Review the list of other marketing communications. Which could you adopt or not, and why?

  • Is there anything specific about marketing communications you’d like to focus on?
  • Or are you an expert in a certain area and interested in sharing your knowledge?
  • If so, we’d love to hear from you!

Ready to take your marketing efforts to the next level?

At Sayers Solutions, we empower small businesses with the tools and knowledge to thrive in today’s competitive marketplace.

Want to dive deeper into marketing strategies? Join our Small Business Marketing and Strategy Club and become part of a supportive community that’s dedicated to your success.

Sayers Solutions Club connects you with a community that’s dedicated to helping your small business grow.

Or, get in touch with us directly for tailored marketing strategies that suit your unique business needs.

Contact us now to find out more!