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Marketing hub

Multi-channel marketing

Here’s how to get your marketing organised, bring clarity to your existing strategies, and maximise your potential by creating an effective marketing hub

Imagine if you could put in one place, the best possible response to every enquiry you get, and the best possible targeted marketing copy you could write to attract your best customers. This carefully crafted and smartly written material would be your marketing hub. 

What you’ll get is peace of mind that all your bases are covered, and feel assured that your marketing strategies are moving in the right direction. By creating your marketing hub, you’ll be taking the first step to building a coherent internet marketing strategy and developing a professional website designed with a purpose. 

What’s more, you’ll find out how to build a powerful portfolio of marketing material that targets each prospect type and the respective decision maker with the best possible benefit oriented copy. With a powerful marketing hub, you’ll benefit by being able to identify and categorise your prospects and build clear paths to funnel each type into your business.

Marketing hub - populated

So here’s how to create your marketing hub

The first phase of marketing analysis is to understand your current marketing activities. 

Categorise each marketing channel you are using into either visibility focused or promotion focused. 

A visibility focused marketing channel is one that is attracting the prospect that knows exactly what they want. Your objective is to become as visible as possible and demonstrate to the prospect that you are the best choice. 

A promotion focused marketing channel is one that is suggesting the idea of using your products or services to your target customer type when they are not immediately aware that they need your services. The intention is that once they discover your services they will be persuaded to find out more. 

By splitting your prospect funnel in half, you’ll see an effective way of creating two different marketing styles: 

Those seeking you (visibility focused): 

Those that know that they need your kind of product or service, but haven’t found you yet 

You seeking them (promotion focused): 

Those that don’t realise they need your product or service, but may be interested once they see the benefits.

Marketing analysis

How to Explore and Capitalise on Your Marketing Channels

Use the columns in the table below to outline your relationships with each marketing channel. 

RelationshipMarketing ChannelMethodTools

Relationship:

Indicate the strength of relationship from one extreme to the other: 'them seeking you/never heard of you' to 'them seeking you/existing customer' and 'you seeking them/existing customer' to 'you seeking them/never heard of them'. 

Marketing Channel:

Indicate the market you are involved in. 

Method:

Indicate the specific instance of how you intend to approach the market. 

Tools:

Indicate the tools and resources you intend to use to approach the market. 

By examining each marketing strategy, you’ll get a comprehensive list of all your prospect funnels. You’ll be able to see at a glance where your current strategies are working and where some need further focus. 

For each marketing channel, the challenge is to measure as best you can to determine its success. The idea is that you find ways to improve the successful campaigns, and drop the bad ones. If you can harmonise your marketing strategies by integrating them into your website, you can use the website to measure the success. 

By analysing your existing customer base, you’ll increase the efficiency of your marketing by tailoring it towards your top 5 customer types. Not only that, but by analysing the decision making process of your customers, you’ll be writing your copy for the people who actually make the buying decision. 

Unless you constantly review and improve your strategies, your competition will corner the market with smarter and more responsive marketing. If you’re not in control of all your marketing strategies, you’ll not only be wasting your marketing budget on the wrong strategies, but also failing to maximise your potential using the right strategies.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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