Jane Clark, Vie Marketing
We've just lost a potential client. Again.
For the same reason we usually lose them - in our proposal we had included a piece of work around reviewing the company's brand positioning -
not just the visuals, but how they were articulating and differentiating their offering.
It requires thinking and a strategic approach - but after 25 years in marketing, 15 years running my business and 7 national and state
marketing industry awards – I know it’s the one component of marketing that consistently delivers results. Regardless of the business or
industry.
However, this potential client didn't want that. They had been promised X leads by another agency if they invested $$ in a digital marketing
campaign.
I get that. You want results. And you want them quickly.
However, the most creative campaign on the market will fall flat if it's leading people back to a website/Linkedin /landing page that
doesn't resonate with the target market.
If your brand is tired and dated, if you've used ChatGPT to write your website copy and you sound like everyone else, if you don't address
your clients' pain points, if you don't clearly articulate and DIFFERENTIATE your offering, if you're not using your clients to tell your
brand story, your digital marketing campaign will fall flat.
Over 25 years in this industry, I have countless examples of how tangible, bottom line results have been achieved simply by re-positioning a
brand. Across law firms, manufacturing and engineering companies, town planning consultancies and mining technology startups.
We've found that once a brand is correctly positioned, and the right messaging and differentiators consistently underpin the communications -
website, LinkedIn, email campaigns, webinars - clients don't need to spend $$$ on tactical marketing. The brand resonates with the target
market. Organically.
If you invest in marketing, you want it to work, right? First and foremost: Ditch the random, ‘fingers crossed’ acts of marketing.
Mitigate risk and maximise ROI by investing in an informed, strategic process - invest in the component of work that has some science behind
it.
An approach that uses research, data and client insights to formulate a brand that hits the mark, addresses the typical pain points of your
clients/customers and clearly differentiates you.
Why gamble on your marketing achieving results without nailing your brand foundation first?
If you’d like further information and get this critical component of your marketing working for you, please contact Jane Clark on
0417 025 440.
