A client of mine asked her business support group an interesting question: She worked closely with large businesses but how could she convince the owners of small businesses to use her services? The problem, the group told her, was that her website focused so much on large businesses that small business owners were overawed. Her services seemed too expensive and too intense.
Has Your Business Shifted?
In a constantly changing marketplace, marketing content can easily fall out of synch with your current vision for your company. Products, services, and customer expectations and demographics are quite different now than 10, 5 or even 2 years ago.
When I first started my sole proprietorship in New Hampshire, I thought I would be writing user manuals full time for software development companies. Years later, I concentrate almost solely on marketing copy for both technical and nontechnical companies in a wide variety of industries, from home renovation to manufacturing and from education to healthcare.
Is It Time for a Communications Audit?
It may be time to re-examine your website, blog posts, case studies, and other marketing content to see if they line up with the customers you want, the competition you are facing , and the services/products you are supplying–right now.
In a marketing communications audit, I examine your marketing content, page by page, with a fresh eye for inconsistencies and opportunities: What are you saying that no longer jibes with your mission and what could you be saying that you haven’t said? Then I produce a report that details problems and oversights and what you can do to make sure your customers receive a correct, consistent, clear, and compelling marketing message.
At that point, you can decide whether to take the next steps of revising current marketing content or generating new content. I can help with both.
If you haven’t examined your marketing content in a long while, a marketing communications audit is a cost-effective way to make sure your message connects with the right customers in the right way. Contact me today for more information.