Marketing communications help your business promote products or services and build relationships with customers and prospects. Commonly used marketing communications media include advertising, email, newsletters, website pages, events and social networks. Each has a different role in the marketing process, but you can create greater impact by using them together in an integrated marketing communications campaign.
Advertising in newspapers, magazines, websites, radio and television can be an effective way to communicate with new prospects, as well as existing customers. You can reach a general consumer audience in a specific area by advertising in a local newspaper, for example. If you want to reach a specific business or consumer audience, you could place ads in a magazine, such as “Gardeners’ World” or “Management Today.” Advertising is a useful medium for announcing the launch of a new product or finding contact details of new prospects by encouraging them to reply to a special offer.
Email is an important communication medium for nurturing new prospects or strengthening relationships with existing customers. It is a cost-effective form of marketing communication that is quick and easy to produce. Emailing your existing customers with details of special offers, new products or invitations to events gives you the opportunity to maintain regular communication at minimal cost. Sending new prospects a series of emails and monitoring their response to different offers helps you to build a relationship with them and identify the products or services that are of greatest interest. Information like that helps you to personalise communications and target customers and prospects more precisely.
Newsletters are a useful way to keep your customers and prospects up to date with developments in your company. You can include articles on new products, special promotions, recent appointments to the company, events that you are participating in, or helpful information such as technical tips. You can also include success stories and case studies that demonstrate your company’s capability.
Your website is an important channel for communicating with customers and prospects searching for information on products or services. You can provide product information on web pages, offer electronic versions of product brochures that visitors can download and allow visitors to post comments or reviews of your products. This information helps visitors make informed decisions about your products before they contact a sales representative.
Participating in events, such as exhibitions, seminars or conferences gives you the opportunity to communicate with customers and prospects face to face. You can use exhibitions as a high-profile platform to launch new products or establish a presence in a new market sector. Making presentations at seminars or conferences helps to establish your company as an authority in your field.
Product review sites and social media channels such as Facebook, Twitter and LinkedIn can help build dialogue with customers and prospects. By monitoring sites and responding to comments, you can show that you take account of customers’ views and opinions. You can also use social media channels to post updates about your products and services, or developments in your company.