Top 10 marketing FAQs: part 2
Please note that this is second installment of a two-part series; see part 1.
Here are the Final Five ‘most common questions’ that we’ve encountered during our 40+ years in the marketing and comms game:
6. How much does it cost to put together a basic marketing plan?
That’s a bit like asking ‘what does a home remodelling cost?’: there are too many variables (and preferences) to consider. But for a two-year plan with ample time for discussion/input by your team, some stakeholder engagement, a thorough audit of existing efforts, high-level market research, and a final report that outlines findings, audiences, messaging and high-level tactics… I’d suggest that you look to earmark a minimum of $6,000.
7. How can I understand my target market and tailor my marketing effectively?
You can’t experience your products/services the same way customers do. So, to get to the root of pain points and brand loyalty, and to understand who they are (age, gender, income, location, occupation, lifestyle, etc.), you need to hear FROM them – focus groups, interviews, surveys, feedback portals, etc. (there are also firms that specialize in demographic, psychographic and behavioural analyses). Create an official persona for your audiences, craft messaging (include features AND benefits) that resonate and align with each, and choose personalized channels and tactics that will be most effective.
8. What are the pros and cons of inhouse marketing vs. using an agency?
It boils down to cost, control and confidence:
Cost – Inhouse staff know your products/services best so there’s no learning curve and things can get done more efficiently. But a permanent marketing team involves ongoing salaries, benefits, resources and training, costs which can be higher than an agency.
Control – Inhouse staff can more closely manage the strategy execution and effectively align with other corporate projects. But your team might burn out, or their focus might become too narrow (see our commitment to delivering Fresh, Focused Solutions).
Confidence – Inhouse staff know the company culture and values (and customers!) and can create authentic campaigns. But it can be difficult to build a team that excels in all areas of marketing, or can access the same level of tools, resources or connections of an agency.
9. How can I stay on top of market trends in my industry?
Personally, I’m a fan of Google Alerts – a free service that monitors the web and emails me with results matching my search terms (‘digital marketing’, ‘logo design’, ‘brand identity’, ‘content marketing’, etc.). But encouraging and responding favourably to staff and peers that share articles or blogs is also excellent. And next-next best are webinars, conferences and workshops to learn about the latest trends, tools and strategies during sessions and keynotes.
10. How can I maintain a consistent “brand voice” across all channels?
We ❤️ Brand Guidelines and include them with each rebranding project. They are succinct ‘rule books’ that define a brand and how it’s represented, both visually (logo, design, photos, fonts/colours and core templates) and in words (personality, values, tone, style, messaging, etc.). Guidelines also designate a core person/team responsible for brand design and/or content approvals. Done right, this crucial document builds your identity, and all staff should complete training and workshops to help internalize the guidelines.
So how did I do? Did I miss something? If you have specific questions or need assistance with your marketing strategies, just ask!
