Connecting with Customers: The Right Mix of Topics
THE RIGHT MARKETING MIX FOR YOUR BRAND
The more distinctive something is about your brand and products, the more you should talk about it.
Don't be afraid to talk about your products, services, brand and company. This what people want to see in advertisements. It's why people follow your social media. Even when pushing material out to bulk lists, people need to decide if they're interested!
GENERAL-PURPOSE MARKETING MIX
I'm going to cut to the chase. This is a good starting point that works well for social marketing, emails, blogs and website news...
50% Products & Services
Individual Products/Services – hey look at this
Product/Service Lines – here's a whole family of things we do
Ingredients or Features – quality/desirability of components
Case Studies – tell a story or connect with user generated content
Use Cases – help them recognize when they need which product/service
25% Company
Values
Facilities
Employees
History
25% Other
Customer Interests
Humor
Expert Advice
Industry News
GOING DEEPER: EXAMPLE MARKETING MIXES
CLIENT A
This client manufactures a small family of high-quality products. The focus is on performance with a few pure ingredients.
Products 33%
Their products are excellent, but there are not a lot of details to share or ingredients to fawn over. So our model mix for Products is just 1/3.
Company 33%
The brand and company have strong values that resonate with their customers. So our model mix increases Company to 1/3, most of it about their values. In some ways this an extension of Products (above) and Connecting with Customer Interests (under Other) – it does double duty!
Other 33%
There's plenty of room left for more varied subjects: humor, customer interests, and news and advice about the types of products they manufacture.
CLIENT B
The client manufactures a broad product line, with distinctive ingredients in carefully-chosen combinations. The focus is on functionality and desirability of the ingredients.
Products 80%
Their products and ingredients show off well and could be 150% of the mix! We've targeted 80% of the topics to products and ingredients.
Company 10%
The brand has strong values which come through with ingredient choices, so we consider Values to be part of Products above. Under Company we talk about their distinctive history. This gets 10%.
Other 10%
This brand's products and ingredients are so strong they're better off focussing on those. So Other gets 10%.
TELL US YOUR STORY
We'd love to hear how you handle your social marketing.
