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WHY ISN'T TYPICAL MARKETING WORKING?

Chances are, you've spent money on marketing in the past that hasn't worked. You may have tried different platforms or had a monthly budget for advertising. And now, marketing has a sour taste in your mouth. Unfortunately, you aren't alone. Marketing is a catch-all word for any path to growth, but the real success comes from a strategic communications plan - where marketing is just a part of that equation.

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HAVE A COMMITTED PARTNER IN THE TRENCHES WITH YOU

IMPROVE CUSTOMER TOUCH POINTS

With a proper communications plan, touch points will be broken into six individual pillars of focus. Customers make up three of those pillars, and together we can add to their experience with you.

GET AN OUTSIDE PERSPECTIVE

When you're so close to your brand, some of the options to growth aren't always visible. Having a dedicated partner with an outside perspective will help you see the hidden blind spots.

ESCAPE LONG TERM COMMITMENTS

Pay-As-You-Need plans, rather than locked monthly plans, allow us to grow together. This is in the best interest of your company - instead of the typical monthly revenue commitment.

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3. Open Your Mind To New Possibilities

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IF YOU'RE READY FOR SOMETHING DIFFERENT
WE'RE READY TO HELP YOU GET THERE

JUST LIKE WE HELPED THESE COMPANIES

"...Conscientious, professional, customer-focused, and extremely talented...Emblem took the time to understand our company, our products, our customers, and our project needs in order to recommend the best solution for us." 
​- OHIO MEDICAL

"To have something this high quality in only two drafts really says something. I’ve worked with writers before where we might have had 6+ drafts before getting to where we needed to...In a very regulated industry, this story stood out, sounds sincere, and is vastly different than what our competitors are doing." 
- NEWCASTLE HOME LOANS

"I'm truly so happy I can't even express it anymore than I have. I love it and it feels awesome. So thank you for that talk yesterday - the message came through perfectly..." 
- INNERSCOPE365

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THE CONFUSION AROUND MARKETING & SALES

Marketing & sales are two words that can be interchanged quite easily. When a company is looking to grow, there is so much emphasis on increasing these two areas. While increasing the marketing budget can be effective, the company is essentially only targeting a world that doesn't know they exist. They may be able to reach more people in a single campaign, but how much of that audience even needs what they have? Community Support, on the other hand, is usually not acknowledged with the same efforts. Think for a moment that 100 people see your latest marketing ad, and 10 seem somewhat interested. 5 drag their feet or don't respond. The other 5 get whittled down to 4, then 3, then 2, and finally 1 is closed. 

When a company focuses more heavily on their existing communities (and there is ALWAYS more they can do), they are solidifying a quality relationship. The more interactive they are, the more their current customers think of them and become advocates. When those customers run into a friend or colleague with the same needs they have, who do you think they will personally direct them to? A referral calls the company up, says they have issue X, and a meeting is scheduled and more likely closed.

In the rush to get new customers, it's easy to forget to be more hands-on with the customers you have. Yet, they can become the best part of your marketing department. Word of mouth is more important than ever these days with all of the information to sort through online. We live in a time of information overload. People want the simplest answer. They go to their friends and colleagues for the simplest solution. That's your name.

Having a Chief Communications Officer or a fractional CCO, like we provide, can help you fill in some of the missing pieces. We are trained to see gaps in areas that you may be too close to see. We listen for what isn't being said, as much as what is. Our goal is to set up specific pillars that will hold up your company through any amount of growth.

Brand communications must take both the internal and external into account. On the internal side, there are opportunities for employees and contract workers to help spread the values and missions of your company. The dedicated hype from workers will help build trust in communities, both in the real and digital worlds. Your happiest employees can write the job descriptions and culture assessments that can be used to attract more of the same workers. The same can go externally. Your best customers can say much more than we'd ever hope to say. They will use the right terminology and help us with ad copy for brand visibility and lead generation.

Additionally, communications isn't a substitute for marketing or sales. Each of those departments have areas of expertise that will help propel the company forward, outside of what communications covers. Many times we work with existing marketing teams on collaborative initiatives. Together we can map out areas that might've been missed, enhance target market messaging, and provide new tactics for increasing brand recognition. When working with sales teams, we want to make sure that the same language that was used when attracting prospects is the same language that's used when closing them. When there is disconnect, the entire brand image suffers. At the same time, collaborating on key wording that will improve closing rates of 5% or more will help drive an increase in market share.

One area of communications that is growing rapidly is video. There is a special talent in knowing how to cater video messages to the right audience. That talent comes with years of producing professional videos, telling stories, crafting emotional direction, interviewing customers, and speaking with employees; all areas we excel in. Many times we see generic videos trying to speak to everyone. But different audiences are looking for different solutions to the problems they are having. While the centralized brand must have the same core messages, different platforms and different audiences need modified strategies. How we tell the world we solve their problems must fall into specific pillars to get the most impact.

As a CCO, we must do our part to track what works, and where we can always improve. Communications is a constantly evolving world, and together, we can make your company a larger part of it.

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