To create a symphony you need multiple instruments playing at strategic times to create something the audience enjoys. It require planning, practice, and integration. Each note played either adds to the total experience or takes away from it.
Marketing is like creating a symphony in that you use instruments like the web, direct, blogs, PR, creative, social media,copy, media, and so on at just the right time , based on the needs of the market and its buying process. The only way you can insure what is pleasurable and more importantly useful to your audience is to thoroughly understand the markets needs and wants while understanding what each instrument does. You do not make those decisions in a board room or a weekly staff meeting. Your team does not make them by guessing, assuming, or relying on: “when I was in the market we …” You make them in the market speaking with customers and noncustomers alike. You gather data through open ended questions and your personal observations.
Buyers have patterns, processes,personas, and accompanying emotions connected to pain points. People buy with emotion then validate their decision with facts. One big emotion is trust;” can I trust you will do what you said you will do? That your product or service will solve my unresolved problem like you said it will?” Your integrated marketing therefore needs to build trust.
So what are the rules for integrated marketing that sounds like a symphony and not just noise?
1. Know your market and its problems
2. Know your buyers buying process and buyer personas
3. Identify where your buyers go to solve their problems
4. Create content that explains how your product or service solves your buyers problems
5. When they find you, “serve” them don’t “sell” them
6. Build trust
7. Be authentic, transparent
8. People buy from people
9. Attach the value of solving their problem
10. Speak with a unique voice for each of your buyer personas
11. Create learning’s -Measure and track everything you do
12. Feed the market in spoonfuls and not a fire hose
Are your buyers hearing beautiful music when they view your integrated marketing campaigns? Or are they inundated with noise? I don’t know about you, but when I hear a noise that annoys me I tune it out, I switch the channel until I find music that resonates with me.
Are your marketing instruments creating noise and your buyers and those who could be buyers are tuning you out? Chances are you are not connecting to the market problems and you are using instruments that may have worked fine 15 years ago but need fine tuning.
What are some other ways that marketing becomes noise, and worst an annoyance to the market?
What are some recent examples of marketing noise?