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Managing your Marketing Message

Wednesday, March 06, 2013   By Mike Reddy


Business can be tough so when it comes to marketing it's important to put your best foot forward.

In small business marketing that "foot" - your message - is the first and foremost representation of who you are and what you do.

Focus on it and apply some strategies to help you optimise the message.

Understand who you are as a player in the industry. What is it you do and why does it matter? What makes you different?

The message should encompass one clear and concise idea.  Don't confuse your audience with too much clutter.

Secondly, outline what your objectives and goals are. What are you trying to accomplish and how will you know when you have succeeded?

Assess the audience - find a target niche and craft the message to speak directly to them.

There are a number of marketing channels that can be utilised when spreading your message. Be selective and adhere to the ‘quality over quantity’ wisdom when determining the marketing strategy that will work best for you.

There will always be room for improvement. Frequently examine your channels and identify what is working and what is not. Do your research, stay current and always be willing to make changes.

Before launching a campaign into the marketplace, run a test. Message testing helps to determine whether your message will reach the target audience and be clearly interpreted.

Always include a call to action.

Share your message with trusted colleagues.  Ask them for feedback or consider hosting a focus group with key customers (or allow us to host it on your behalf as an unbiased independent 3rd party).

Collect the feedback and filter it, make modifications that reflect the feedback, while still maintaining the original core of your message.

With social media all team members can become willing (or unwilling!) advocates for the business. Remember to implement a policy in order to protect the interests of stakeholders and your brand.

Whether you choose two channels or ten, consistency is key. Exact as much effort in each channel so that your message remains clear no matter how your customer is being reached.

Reach a comfortable level of message management by establishing and adhering to an organised marketing plan. Effective communication of that plan and its execution to your team is vital.

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.