Perception is reality. Now, this may not be fair, but it’s the way of the world. It reminds me of advice someone gave me: “Do nothing good that appears bad.” My intentions may have been good, but if it’s perceived to be bad, how do I change minds? The same applies to marketing. If your website, social media, brochures, business card, PowerPoint presentations, etc. are not the best they can be, the perception is either:
…neither of which is good for business. So, when people see your marketing material, what are they thinking? You may be pushing them away.
Therefore, let’s look at a few things to consider, which make a world of difference on effectiveness in your marketing infrastructure.
Collateral marketing material is what you hand out.
What you hand to a prospect speaks mounds about the quality of your service and company. You see, it shows whether there’s pride in what you do, which equates to how you deliver customer service and the care given to your product or service.
It’s also a telltale sign of resources. Now, this is a two-edged sword. There are businesses who understand that handing an Office Depot Template brochure or card looks like they have no money; hence the impression given is they will not be able to support whatever they sell. So, they develop topnotch sales material that makes them look like a million bucks – when they have little to no resources. If you are the entrepreneur, this is great for you! If you are the client, make sure you do your homework.
Unless you have your own marketing department and are a well-known brand who enjoys being able to generate and share only content about your company, chances are you curate content. This is smart; use other people’s stuff! Just make sure it’s good – in aesthetics and information. However, that’s not enough; because it’s your branding and content that will make them decide whether your company’s worth following.
Therefore, you want to make sure your content is high quality and offers real value. Moreover, your branding (avatar, header, profile, etc.) reflect quality and position you as best as possible. More important, it must be consistent with your website, which is your marketing hub. You don’t want any disconnect if someone visits your site from a social media network.
A disconnect is when what is originally perceived doesn’t match what they expected when they arrived at the final destination – your website. When that happens, the impression is of being baited and switched. You don’t want your brand getting that reputation – it will kill you before you get out of the box.
While all the other pieces are vitally important, because it’s what drives traffic to your website; your website controls everything – so it’s the MOST important part! This is where the buying or subscribing decision is made, and where the visitor is either welcomed or pushed away.
So, what can repel them?
Your images should include them all. And they can overlap. For instance, an Hispanic senior, plus-sized female would cover three demographics: female, senior and Hispanic.
Make sure you make it the best it can be. Don’t forget all the aspects of your marketing infrastructure. One weak link could lose you thousands of dollars. Make a list of all the facets: