Marketing Terminology -Get IN the know

Ever met with a marketing professional and find yourself confused on the terminology being thrown around?

We talk about the importance of a messaging platform, an integrated communication structure, and a investor pitch?!

They sound important sure! But are you clear on why they may be necessary?

 

Messaging Platform:

What is a messaging platform and why do you need one? This verbiage will serve as the foundation of all of your content going forward. Ever find yourself struggling with explaining your business - you won’t if you have a consistent messaging platform! This platform typically includes:

  • Brand Promise

  • Positioning Statement

  • Mission Statement

  • Tag Line

  • Tone of Voice

  • Boiler Plate

  • Your Brand Pillars

  • Headlining Benefits

  • Supporting Proof Points

Integrated Communication Structure:

Creating an integrated communication structure helps satisfy customers and achieve the goals of the organization by developing and implementing clear and consistent messaging through multiple media platforms, aka social media, emails, website, press releases, and so on. The bottom line? You may only have one opportunity to get in front of someone, let’s not have them burn too many calories trying to understand your product or service.

Investor Pitch Deck:

You want people to invest in your company, this is the tool you will use to peak their interest. Most decks include the following:
Company Overview.

  • Company Overview.

  • Mission/Vision of the Company.

  • The Team.

  • The Problem.

  • The Solution.

  • The Market Opportunity.

  • The Product.

  • The Customers.

Brand Kit:

In order to keep your business look consistent, it is important to define and outline your brand guidelines. Lock in those hex codes, font favorites, and logo specifics.

Press Kit:

Plan to get in front of members of the media? aka journalists, reporters, anyone who will listen… then you need a portfolio that offers a concise set of promotional materials that often includes:

  • Company details, <company description, brand guidelines, bio, images and logos>

  • Past media coverage and press releases

  • Awards and recognition, testimonials

Strategic Marketing:

This is essentially the process of planning, developing and implementing key tactics that will help you gain a competitive edge in your target market. And without creating a strategic plan, you may find yourself bouncing from task to task with limited results.

Business Plan:

Want people to clearly understand your core values, goals and objectives, and what you plan to do to achieve those goals? Most banks, grants, or anyone else who “may” give you some money will typically require one! What can this plan offer you and anyone else who will listen?

  • Your level of seriousness about your business

  • Milestones that you plan to achieve to reach your goals

  • A better understanding of who your competitors are

  • An analysis on who your potential customers are

  • A look into how you plan to make money, use the money, and pay any owed money back

  • Who you plan to bring on to your team to achieve your goals

  • and more…

Social Media Marketing:

This the use of various social media platforms to communicate, showcase, and market your products and services. Sure you can just focus on marketing within these platforms, BUT you may be selling yourself short! We often say that it takes 7 different ways, 7 different times to capture the attention of your target audience!

Public Relations Campaign:

Want to control your messaging? Create a writeup that helps to communicate your objectives, story, announcement and then develop a plan to get it in front of the right people.