Is your company struggling to translate your message to your website? It most likely starts with your management team!
Of course, this is not intentional. But a wrong instruction from your management team (MT) to your marketing team, which then briefs your online communication team (or whatever those teams are called at your place) again, can make the final message totally lost. Compare it to the circle conversation of old: you tell something to the person sitting next to you, etcetera. In the end, the story is lost.
You need to ensure that your story is ultimately also the one used by the MT and the other teams. And preferably without your management team having to send your marcom team back to the drawing board 10 times. This requires an understanding not only of the message, but also of your business.
Global roadmap
It is nothing more than a capstone. But to give you a basic understanding of how I am going to give you and your management team coaching, here is a global capstone:
- To establish what the message should be that you want to convey, in the first session we will streak together. We are going to strip away what that message is not. Because what you see as that message, of course, another marketing team member does not have to agree with it. We beat the message flat, to the core, and only then turn it into a full sentence.
- Besides the message, we need atmosphere. Do we want raw, industrial framing of that message, or does your company benefit more from an open, human approach? The Army's message is not the same as Dr Oetker's baking products. By association, we seek to package the identified message. You understand that that indeed starts with your management team.
- Practical application on your website. What are we talking about? Is a landing page supported by social media enough? Or are we better off with a fantastically optimised section on the website that gets its traffic from Google Ads or an offline campaign? Do we want to link search engine marketing to it and why?
- The steps above give from your management team A thorough briefing from your marketing / online / communications team. To convey that message conclusively, we present it, and discuss it with that team. Dialogue, not a monologue! They are bound to have great, complementary ideas! We provide good frameworks and enough room for creativity.
- Feedback from the team: what is the proposal, is the message still correct? Any adjustments and final evaluation.
I am sure it is not conclusive and different perspectives may apply to your situation. But above all, let's look at those together, shall we?
Successful translation: your plans to online
Are you looking for that, let me give you or you and your team coaching. Then we look at which one is the best from all angles. So that we can implement it in the right way, at the right cost!
When do we meet?
English (UK)