In-housing your marketing activity is a tough decision. Your brand depends on your own choices and directions now; on how you plan the strategy and organize the team. Trial and error may not make you feel comfortable because you are walking an unknown path and you have to be able to fall down and get up on your feet again. You need to act and react quickly, you need to be flexible and agile. You need to become stronger than you were.
Having an in-house marketing team might require changing your mindset and taking care of matters that you used to delegate before. The effort is bigger (new aspects to reflect upon, strategize, monitorize, analize and redefine), but so is the return (data, knowledge, control over activity and costs, agility…).
With so many new challenges, it is easy to feel overwhelmed. However keeping these things in mind will help you take your brand to the next level.
1. Define your brand’s DNA.
What are the characteristics of your brand? Its key qualities, its core, whatever makes it unique. This is the basis of a solid brand culture and the best way to create a strong bond with your customers. Once you’ve defined your brand’s DNA, be consistent. Identity is key to differentiating your brand.
2. Make your message stand out.
Your brand is unique and so should be your message. It’s not just about brand awareness. Being present is important, but the effort will not bring any return if you don’t manage to differentiate your brand from its competitors.
You need to think carefully about how you want your brand to be perceived. The rational approach is tempting and maybe easier too, but your audience is more complex than that. You should also work on creating emotive appeal.
3. Get your audience’s attention.
Is it not the same as making your message stand out? No, it is not. Before someone can read or hear your message, you need to have their attention and this can be hard. Using compelling images, good storytelling and creative formats might help. Try it.
Creativity, quality and relevance. The combination of these powerful elements will not only get your audience attention, but it also will make it easier for your message to be distinct.
4. Focus on generating value for your customers.
Being relevant is not about delivering interesting messages, but about changing something in someone else’s life. The reason why people trust brands or even need them is because they can do something for them. If a brand can’t generate value, it has no reason to exist.
This might sound very radical, but the current pandemic has proven it to be true. According to a recent study by Kantar, 77% of respondents think that brands should support society right now.
Generating value for others has a great advantage: your brand will be able to leverage ambassadors, even if they are not famous people, but just regular customers who write good reviews or speak positively about it.
5. Put people first.
Customers and employees. They should be the reason for your brand to exist and the ones who make that possible.
6. Your customers don’t care about purchase funnels, but you should.
Every touch point affects perception and purchase intent. Be as present as you can and, it you can’t cover the whole customer journey, then choose wisely relevant places and times to maximize positive impact.
7. Talk to your customers the way they do.
Very complicated marketing terminology does not help to be understood or to connect to your customers. Let them know that you understand them by using their own language. Brands have their own values and culture, but even if they are working with that material to create new expressions and claims, you have to speak the same language as your audience. Communication should be multidirectional: your brand has to talk to your audience, but it also has to listen to it.
8. Be patient.
You have to fail before you can succeed. Every single mistake you make is a chance to learn.
Last but not least, celebrate every small victory, but don’t lose sight of your goal. Every single win, brings you a step closer to it.