In one of his typically colorful stories, Gary Vaynerchuck, a successful entrepreneur and all around #boss, in response to a conservative CMO asking about the value of social media, asked "What is the ROI of your mother?" It’s a pretty interesting concept, I mean, what IS the ROI of your mother or whomever brought you up?
There are way too many ways to look at this relative to long term and short term benefits. But let’s start at the beginning, shall we? Your mother is probably the one who set the foundation for who you are by essentially teaching you how to communicate with others. And how you communicate with people plays a major role in how people interact with you and what they think about you. You’re probably seeing the impact everyday in different ways.
Strategic Marketing communication is kind of like that. No, it won’t teach you how to use a knife and fork properly, but it will help your brand to express itself in a way that connects with your target audience how and where they communicate, including in real time and social media.
When you understand what your brand is about, who you want to speak to and how you can make their lives better, strategic communication forms the backbone of how to do it in a comprehensive and consistent manner.
This is also the best way to use your marketing dollars effectively.
Doing one off communication that is inconsistent with your brand’s overarching message isn’t winning any hearts and minds or wallets, for that matter.
In fact, it’s wasting money, time and attention spans. Authenticity and consistency go a long way to building loyalty and, ultimately, increasing revenue and engagement for your brand.
I'm a strategic marketing communication consultant who works with premium brands to tell compelling brand stories, guide perception, drive engagement and build loyalty to win hearts and wallets. Find out more about me at www.royanndean.com, follow me on Twitter @royanndean and Linkedin.