什么是营销传播策略?
What Is Marketing Communication Strategy?
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2019-12-13 11:57
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火星译客

Your focus as a business leader is to drive sales into your company and to generate high overall profits. The marketing communications strategy is fundamental in that goal, because marketing communications gets consumer attention and entices consumers to reach out to your company. Consistent sales rarely happen without a strong marketing communications strategy. The process to develop this strategy starts with targeting the right consumers based on consumer need and how you fill that need.

  作为一家公司的领导者,你的重点是推动公司的销售并创造高额的利润。营销传播策略就是为达成此目标而建立的。营销传播可以帮助你获得消费者的关注并且促进他们进一步接触公司。如果没有强大的营销传播策略,是不可能保持稳定的销售量的。要制定营销传播策略,首先要根据消费者需求以及你如何满足这个需求来找到正确的目标消费群体。

Tip

温馨提示

A marketing communications strategy is the strategy a business uses to send the right marketing message to the right customer through the right medium at the right time, to achieve a high volume of sales.

       营销传播策略是企业在正确的时间通过正确的媒介渠道向正确的客户传递正确的营销信息以实现大量销售的一种策略。

Understand Your Demographics

了解您的客户群体

Great sales representatives have often been described as "being able to sell ice to Eskimos." This cliche illustrates the point of understanding your target market. Selling something like ice to a group that probably doesn't need ice requires exceptional sales abilities. The good news is that you don't need to be an exceptional salesperson, if you have done your homework about your target audience. Research the demographics of your ideal customer and then create your messaging around them.

   优秀的销售人员通常被称为“能够向爱斯基摩人出售冰块”,这个陈词滥调说明了了解你的目标市场的重要性。将类似冰块的东西销售给可能并不需要冰块的群体需要出色的销售能力的。好消息是如果你认真了解了你的目标受众,你可以不需要成为一个非凡的销售。

For example, if you sell heartworm pills for dogs you would want to find groups of dog owners who live in areas where heartworm is prevalent.

      例如,如果您要销售狗狗用的心丝虫药,您应该希望找到居住在心丝虫流行地区并且拥有宠物狗的群体。

Define Your Unique Selling Proposition

建立独特的销售主张

Marketing today is a very crowded space with consumers constantly hearing the "noise" of different marketing messages. It's on television, radio, print and all over the internet. When consumers are constantly being pitched different products and services, you need to make sure that you stand out. This is best accomplished by determining what you do best or differently from others. It's called a Unique Selling Proposition (USP).

       当今的营销环境非常的混乱,各种不同营销信息的“噪音”通过电视、广播、印刷品以及互联网持续的传入消费者的耳中。在消费者不断接收各种产品和服务的信息时,你需要确保自己从中脱颖而出,而完成这一目标的最佳方式就是发现你最擅长的或者与众不同的方面,也可以被称为独特的销售主张(USP)。

For example, if you are a solar panel installer, you know that there is a lot of competition. Many homeowners don't want to install solar until they replace their roof. You could overcome this objection with a USP that works with a roofing company to save costs on both components or you could develop a method of installation that doesn't impede the roof replacement.

       例如,你是一家太阳能电池板安装公司,你知道你有很多的竞争者。许多房主除非更换屋顶否者都不想安装太阳能电池板。这个时候你可以通过建立独特的消费主张(USP)来解决这个问题,比如你可以与一家屋顶修理公司合作以此降低双方的成本,或者你可以开发一种不会阻碍屋顶置换的安装方式。

Be Consistent in Messaging

保持传递消息的一致性

Make sure that your target market knows what you want to sell them. Too often, small business owners try to get too many messages out, sometimes in one ad. If your demographics research is done properly, you should be able to craft messages on websites, sales copy, emails and advertising that consistently conveys your message. Use language that your target market uses and design the messaging to fit their unique needs. For example, if your target market is senior citizens, make sure that your copy is presented in large font and is easy to read and comprehend. This is attractive to this demographic, in which most will have some level of vision problem.

       确保您的目标客户知道您向他们销售的是什么产品。很多小型企业主经常试图通过一条广告传递过多的信息。如果你的客户调查操作得当,你应该能够设计出无论是在网站、销售文案、邮件还是在广告中传递的消息始终如一。请用目标客户群体使用的语言并设计出能够满足他们独特需求的信息。例如,如果你的目标客户是老年人,请确保你的文案字体足够大,易于易于阅读和理解。这一点对这个大多数人都有一定程度视力问题的老年群体会非常有吸引力。

Use the Right Marketing Avenues

使用正确的营销渠道

There are a lot of options you can choose from as a business owner. Don't jump into every avenue of marketing just to flood the market. While this is good for branding, it is really a shotgun approach to getting sales. Instead, go where your target market goes. Younger generations are on social media, phones and apps. Use those areas as a central starting point. Some home-service providers find that weekly mailers or coupon books get consumers attention in this demographic. Find out how your customers buy, and find out what they read, and then track the success to see if any specific campaign has a better return on investment than another.

       作为企业主,您有很多选择。但请不要仅仅为了涌入市场而选择所有的营销渠道。虽然这有利于品牌推广,但也确实只是一种为了获得销售而采取的突击方式。实际上,你的目标客户在哪些渠道你就应该选择哪些渠道。年轻的一代经常使用社交媒体、电话以及APP,如果你的目标客户是他们,请从这些渠道开始推广。一些家政服务公司发现每周邮件或折扣本会引起他们客户的兴趣。找到你的客户的购买方式,找到他们的阅读内容,同时跟进成功的案例以找到具体哪些活动有更高的投资回报率。

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