Does Your Marketing Content Capture Your Business Today?

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.

Conclusion

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.

Marketing Audit: Reaching the Right Customers in the Right Way

In a constantly changing marketplace, marketing content can easily get out of synch with reality: your products and services, customers, mission and reach may be 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. I still write user manuals, but now my main business is marketing writing. My marketplace has also expanded to both technical and nontechnical companies, including a manufacturer in Texas, a university in Massachusetts, a resume writer in Atlanta and a management consultant in New Hampshire.

Has your business also shifted? The only way to be sure you’re reaching the right customers in the right way is to conduct a marketing communications audit.

I recently conducted such an audit for a company considering an upgrade to their website. Among other problems I found inconsistent information on the website pages and related downloads; grammatical and spelling errors, clearly introduced when someone made quick fixes; listings for products that no longer exist; and links to Facebook and Twitter accounts that had been abandoned long ago. On one page, three identical links called up three entirely different pages.

Problems like these with marketing content, whether website, brochure, success story, blog or newsletter, arise naturally as a company tries to keep pace with changes to their customers, products and services. In a marketing communications audit, I examine your marketing content, page by page, with a fresh eye for inconsistencies and opportunities (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.

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.