I love what I do. I love to talk about what I do. The challenge is this: when someone asks me what I do, I seem to speak a language they don’t always understand.
In my world, coming up with integrated multi-channel marketing strategies is stimulating and exciting. When I am talking to a prospective client, if I am not careful, I can spend way too much time explaining concepts.
Lately I have been thinking about what I do from your perspective. This is a bit ironic since I am always suggesting this is what you should do!
All of us are in business to make a profit. Even-not-for profit organizations must have a sustainable business model.
All of us have most, if not all, of the pieces we need to run our businesses profitably.
So what do profits and puzzles have in common?
To assemble a puzzle, it really helps to work from a picture…call it a big picture. It helps to keep you on track when all you see before you are a jumble of shapes and colors. Without a picture, it’s tough to know how to connect the pieces.
While I am sure there is more than one strategy for assembling a puzzle, most start with the frame. These pieces are fairly distinct and they establish boundaries. It’s easier working within the boundaries.
So think of interactive multi-channel marketing as a puzzle strategy. First create a big picture. Some call this answering the “Why?” question. It helps to define how you will go about serving your customers and colleagues. Describe your target customer segments (these are called personas); the more you know about them the better.
Next, begin to identify the different channel pieces. These might be email campaigns; promotional communications, blog postings, or they could even be your presence on social media platforms.
Now you can create a map describing different pathways your customers are likely to follow. Whenever you create communications, think about a picture and connecting the various pieces to produce a relevant helpful experience. Customers will be attracted over and over ultimately leading to more profitable relationships.
While this is a simplistic overview, connecting the various pieces in a purposeful manner will ultimately lead to increased customer satisfaction and increased profitability. Make sense?