What do you want to achieve?

The first stage of any marketing activity is to decide what you are trying to achieve.

You may want to elevate your company profile or establish yourself as the expert within your industry. There are myriad reasons why companies engage in marketing activity so it’s important to identify objectives and the required outcomes before you start.

Do you want to launch into a new sector or introduce a new product or service to market? Are you looking to retain and cross-sell new services or products amongst your existing customers? Maybe you want to generate new leads for your sales team?

It’s impossible to talk to all of your prospects as individuals, but what you can do is segment them into like minded groups and adapt your tone of voice so it’s most likely to resonate with that particular group of individuals. Adapting the way you communicate with your different audiences or segments doesn’t just relate to the language you use, it should also inform who are you talking to?

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Who are you talking to?  →