More common misunderstandings about comms and marketing
Why it is risky to base your marcoms on assumptions and misconceptions
Did you catch last week's post on misunderstandings within the marketing and communications profession? Here are some more misconceptions and the risks of getting it wrong.
Executing your marcomms correctly will profoundly enhance your connection with your audience and ensure positive associations with your business and brand.
1 - "Marketing is about sales acquisition"
Sales is about sales acquisition. Marketing is the art of building trust. By consistently delivering relatable content, you position your brand as the top choice when your audience is ready to make a purchase decision.
Consider marketing as the voice, face, and personality of your brand.
2 - "One message is enough for any campaign"
Think of how your strongest relationships have developed. They thrive on regular interaction, building familiarity, bonds, and positive associations. Marketing and Communications follow the same principle. A steady stream of interaction is essential.
If you choose to send a single message and expect a continuous return on investment, you will be waiting indefinitely. The risk here is audience apathy. Your message will likely be forgotten amidst the vast sea of messaging.
The most effective approach is to drip feed over time via multiple channels. Use a content calendar to plan all messages. The following tools will assist you:
3 - "Anyone can manage comms and marketing"
Nope, nope and nope. Communications and marketing professionals bring years of education and experience to the table. They possess the expertise to understand audience psychology and ensure your message achieves maximum impact.
They delve into the intricacies of what engages your audience and craft content across various channels that truly resonates. They can strategically plan content over time to optimise campaign success.
Sure, it might be tempting to assign a trusted senior official from policy, project management, or administration to this role. But someone without experience won't grasp the psychological nuances or essential administrative workflows. Without understanding the basics, excelling in advanced tasks is unrealistic.
Moreover, how can you expect them to nurture and inspire skilled marketing professionals under their leadership? It's crucial to entrust this responsibility to the experts.
4: "A comms plan and comms strategy is the same thing"
Your communications plan is informed by your strategy. Consider the latter as the foundation for the environment in which you operate. It clearly identifies your audience, available tools, competitors, external risks, and budget, among other elements. This document provides a clear overview of the landscape over a period typically ranging from one to three years. It remains high-level and doesn't delve into the specifics of each campaigns.
Communications plans detail precisely what each campaign entail. They set the objectives and what you will do to achieve them.
What are the risks of getting it wrong?
Misperceptions in communications can result in audience indifference. Over time, your audience may forget your brand or, worse, develop a negative view of it, which can damage your brand's reputation. It's essential to not work with assumptions or misunderstand comms and marketing. It's best to adopt the correct approach and consistently build upon it.
While this might seem complicated, this website provides various tools to help you choose the right strategy. If you need guidance, don't hesitate to reach out; I'd be happy to help.
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