An abbreviation for marketing communications, marcom is the ways companies communicate directly or indirectly with their target audience. This can include promotional tools, social media marketing, traditional advertising, presentations, direct marketing, and sponsorships. If you’re a new business owner navigating the vast and complex world of marketing, this article is for you.
What is MarCom?
To add to the above definition of MarCom, it is the integration of a business’s marketing strategies and communication efforts. In short, it is the fusion of marketing and communication to create a consistent brand image for your business. It is an excellent mix of the power of marketing, aimed at promoting a brand, with the art of communication, which centers around establishing relationships.
What are the Key Components of MarCom?
MarCom comprises two primary components: marketing strategies and communication channels. The first involves three aspects that are considered a must for every business. They identify your target audience, set market goals, and develop your brand’s unique selling proposition (USP).
The second major component of MarCom is the communication channels themselves. They are a combination of traditional and digital platforms. The traditional channels are the following:
- Broadcast Media: Television and radio.
- Print Media: Newspapers, magazines, brochures, flyers.
- Outdoor Advertising: Billboards, transit ads, posters.
- Direct Mail: Physical mail, catalogs, postcards.
- Events and Sponsorships: Conferences, trade shows, sponsorships.
On the other hand, the following comprise the digital side of communications:
- Website and SEO: Website content, search engine optimization.
- Social Media: Platforms like Facebook, Instagram, X, LinkedIn.
- Content Marketing: Blog articles, videos, infographics.
- Email Marketing: Promotional emails, newsletters.
Why a Strong Brand Identity is Crucial to MarCom
The foundation of a great MarCom is a strong brand identity. If you look at some of the world’s most iconic brands, you’ll find distinctive branding identities that set them apart. These are the assets that identify them visually, such as logos, typography, and color schemes.
This creates emotional connections with customers, consistency across all touchpoints, and long-term recognition. Also, it establishes your business’s brand positioning as it defines your unique value. More so when aligned with the needs and wants of your audience.
Furthermore, consistent messaging communicated through advertising, content, or customer interactions reinforces your brand’s unique value proposition. A well-planned brand positioning also builds credibility that helps develop long-term relationships with your customers.
How to Craft Compelling Messages
Great communication is crucial to business success. However, crafting compelling messages can be a huge challenge. Here’s how to make your MarCom efforts worthwhile:
Understand your customers’ pain points: Get yourself a good understanding of your customers’ pain points. Use empathy as the foundation of your MarCom efforts by putting yourself in your customers’ shoes. This is an excellent way to learn about their challenges, concerns, and needs.
Don’t ignore the importance of good market research in understanding your target audience to know what’s on their minds. However, effective messaging doesn’t end here. You also need to present your products or services as THE solution.
Another effective way to get your message across is through personalization. You can address individual or group-specific pain points to improve relevance. This shows your commitment to providing the unique needs of your customers.
Aim for Clear and Persuasive Communication: Compelling messages are those that provide clear and concise content. Avoid creating confusion by guiding your customers every step of the way. You can add calls to action, express your value proposition coherently, and expound on the benefits.
Avoid using technical words and jargon that your audience may not understand. Speaking clearly and cohesively will always reap you positive results. Also, be consistent with your brand voice. Identify your writing tone and style and use it across all your platforms.
In addition, pair your messages with visually appealing elements such as images, infographics, and videos. These are excellent simplifiers of complex ideas and great at evoking emotions and making your message more memorable.
The Importance of Content Marketing
The saying that content is king is still as accurate and relevant today as before the advent of various communication channels. Its value in MarCom cannot be stressed enough, as content has the power to educate, engage, inform, and influence your audiences. It can quickly adapt to shifts in your industry and changes in customer behaviors.
If you’re still in doubt about the power of content, below are a few of its benefits:
- It builds brand awareness
- It engages and nurtures your audiences
- It establishes authority and credibility
- It drives conversions and sales
- It enhances customer loyalty
The Basics of SEO
With the above tips on creating compelling content, it may seem your work here is done. On the contrary, content creation needs more. You need to boost it to where your audience can view it. This is what SEO does. For new business owners, keeping abreast of the basics of search engine optimization is a must. Otherwise, your compelling content will go to waste.
Social Media Marketing
Social media platforms have long since become the haven of many individuals and businesses, not just for socializing. You need to tap into this excellent communication channel if you want to spread the word about your brand and speak directly to consumers.
Social media also offers paid advertising options, which can help you communicate your brand to as many people as possible. It lets you create strategies that are budget-specific while targeting the right people.
Another great form of communicating with your audience while marketing your brand is through influencers. Find those relevant to your brand and make them speak for you. They already have a ready stream of followers with whom you can present your brand and get wider exposure.
Public Relations (PR)
This is where you develop and nurture relationships with journalists, editors, and other media personalities. You can leverage this form of communication by crafting press releases and media pitches. In the event of potential crises in your business, this can help you easily manage and handle them.
For those new entrepreneurs who are wondering what MarCom is, this guide will hopefully answer your questions. If you need compelling graphic design to boost your MarCom efforts, there’s Penji. Click on this link to get started.