With the rise of AI, it’s easy to think you can replace marketing with automations and prompts. AI is a handy tool, and we do make use of it. But you still need the human touch to get the best from your budget and your work.
Whether you sell to other businesses, to shoppers through retailers, or straight to customers online, the same four steps apply.
Start with the basics
Demand generation, or getting more people interested in what you do, is key to growth. But campaigns, paid search, events, and brand partnerships all fall flat when the basics aren’t in place.
Most of your future customers aren’t ready to buy today. When they are, they’ll look you up. So you need to be top of mind when they go looking.
These four steps won’t make money overnight. But they’re key to better marketing, and to sustainable business growth.
Step one: key messaging
The internet has no borders. Simply put, people find out about you in lots of ways… your website, social media, a review, a friend’s recommendation, or a chat at an event. What they hear should be the same every time.
Agree the core of who you help, what you do for them, and why you’re different. Then use it consistently. Pair it with a tone of voice that fits your audience and you will make a connection.
Step two: your website
Your website is your digital shop window. If you sell online, it’s the shop itself. It lives in your customers’ pockets, and it’s open around the clock.
People often check you out several times before they take action. So make every visit count. Show the real people behind your business, keep it up-to-date, and make sure it’s easy for everyone to use, on any device.
Step three: content
Content isn’t just for influencers. Web pages, blogs, videos, reels, product photos, reviews, and customer stories all show who you are, how you work and what matters to you.
AI can aid you in drafting. But only you know your customers, and your stories.
Step four: user journeys and calls to action
A call to action tells people what to do next. That might be adding something to their basket, finding a stockist, or booking a call.
Think about the route people take to get there. Is it clear? Is it easy? Does it work on all devices (and on the go)? If not, you’re losing people who are ready to act.
Then build the engine
Get these four steps right, and you can build the shiny demand engines that grow your business. Your campaigns, ads, and events will work harder, because they send people somewhere worth arriving.
Want to find out more about the basics, and how ill COMMUNICATIONS can help? Get in touch. (<– See what we did there? That’s our own call to action.)
