Who are you? What do you do? Why should I care?
Take a moment and answer those questions. The first two should be easy. The copy is likely on your website. The last one won’t be as straightforward as you may think.
Who is the ‘I’ that you will be speaking to? All people, clients, partners, members, donors and colleagues are not the same. If your message is too generic, and most messaging is, it will fall on deaf ears.
Now, if you manage to determine who all of the ‘I’s’ are in your marketing relationship network, and are able to articulate why each should care about what you do, then riddle me this:
How does each person, each ‘I’, prefer to receive and consume content? Tough one eh?
If you would like to learn a bit about content marketing check out this article.
If you just want to relax for a moment, here is Diana Krall singing Why Should I Care
The work we do with Not-For-Profit clients frequently reminds us that, more often than not, a simple marketing exercise is more effective than a complex one. Clever campaigns can be great and fun to produce, but clever can also be costly and take a longer time to execute. Sometimes simple can get the job done well.
We recently worked with Volunteer Canada to build out a web-based Volunteer Recognition Tool. Eight multiple-choice questions in French and English. That’s it. Very simple. On the surface it would appear to be too simple. How could something that basic have an impact or bring about change?
Well, there are 12.5 million volunteers in Canada. The summarized results of each tool submission tells a volunteer manager how that person, that volunteer, prefers to be compensated or recognized for their work. These volunteers contribute 2.1 billion hours of time each year. They represent 1.1 million full time jobs. They are vital to the Canadian economy.
So this simple tool and marketing exercise, with it’s colourful branding and eight multiple-choice questions, can have a big impact.
Marketing is often a self-serving activity. Your organization wants (or needs!) more money, more members or more exposure. Usually those three and more. In some cases though, you can address your needs while at the same time providing value to others. If executed properly it can be marketing at its finest. Everyone wins.
As example, we recently worked with the Canadian Physiotherapy Association (www.physiotherapy.ca) on the development of a new site designed to serve and educate the Canadian public. Take a moment and think about what you would do if you twisted a knee while golfing. Straight to emergency? Unlikely. Book an appointment with your doctor? Perhaps, but I doubt it. A betting man says that the average person will get home and type ‘twisted knee’ into Google.
Everyone wants to self-diagnose. Bad back? Google. Sprained ankle? Google. Chronic knee pain? Google. It is what we have been conditioned to do. We recognized this and worked with the CPA to build a site where people could find what they were looking for.
www.physiocanhelp.ca is a site packed full of information that is, increasingly, being generated by Canadian physiotherapists. The public can find useful information, members of the Canadian Physiotherapist Association can share their knowledge and experience, while at the same time subtly promoting their own practice, and public awareness of the benefits physiotherapy is raised.
See what we did there? 🙂 Win, win, win.
There are two types of people I try to avoid in Marketing:
1. Those who seem to have an answer for every question
2. Those who have the word ‘guru’ attached to their name in any way, shape or form
No one knows everything, and the world of marketing is always in flux as new tools and tactics become available. This is why checklists are important. When you are juggling 10 balls at work (or in our case, 10 clients) and trying to meet deadlines even something that many would deem as obvious can get overlooked.
I found this Social Media checklist the other day when reading www.ragan.com. It’s being used to promote a book, but it’s still a good checklist.
I have been attempting for the past 30 minutes to find away to make this post about Marketing. It’s Friday afternoon and I’m drawing a blank. I’m posting it anyway, cuz it’s packed with fantastic dialogue. This is the way Scott and Guy speak all the time.
When One Marketing incorporated in August of 2010 we had already been up and running as a business for four months. It took us another six months after incorporation to get a web site up. Had another agency in town not ridiculed us online, questioning how we could claim to build websites when our own business didn’t have one, we likely would have gone years site-less. We took a week and hammered out a web site. It remained unchanged until May 2014. As the saying goes ‘the Cobbler’s kids have no shoes’. We were too busy looking after our clients to look after ourselves.
I think that our clients appreciated that though. Our desire to put them first.
As we pushed the ‘publish’ button on this new site I silently wondered how long it would take us to design and build the next version. After all, we’re still Cobblers.
As reference, here is the ‘Who We Are’ page from our first corporate site.