7 Ways to Build a Culture of Marketing Clarity

Without clarity you have chaos, and chaos can exist even in your marketing. As a business owner, having marketing clarity is what distinguishes you from the competition. 

It sets you apart and makes it easier to carry out marketing campaigns that build your brand as well as connect you to your customers. 

Marketing needs to be engaging, as well as concise, clear, and easy to understand, any deviation from this ruins the purpose of marketing. Achieving this is the first job of the marketer. As a business, your marketing needs to communicate what is great about your product and be able to convince potential customers why they should use your service or buy your product. Without clarity, successful marketing is impossible. 

Achieving  Marketing Clarity is a positioning strategy that is also a statement of how you want customers to think and feel about your brand, product, or service.

In this article, we uncover the ways to build a culture of marketing clarity. Does not matter if you are a small business owner or you run a large corporation in this article, you will learn the ways to transform your marketing to reflect clarity. 

  1. Give your marketing a purpose and mission to achieve

The first step to creating a culture of marketing clarity is to set goals for your marketing, these goals should tie into your overall mission statement. Goals make it easier to apply clarity to your marketing, as you would be operating from a place of proper planning. The purpose and mission you set for your marketing should reflect the things you hope to achieve in the market that you operate within, this makes it much easier to reach your target market, curate content that is specific to them, and eventually help you connect with your target audience. 

Have a clear marketing goal and set a mission for what you want to achieve with your marketing. 

  1. Avoid the traps of confusion

Another thing to look out for while you build a culture of marketing clarity is to avoid traps of confusion. Before you can create clarity in your marketing you need to eliminate all appearances of confusion in your business. Outline the purpose of your brand, what product or service you provide, and then you can decide how you can market it. Performing all of these actions ensures that there is no confusion regarding what you need to do. This may be harder to do in the beginning but as you scale you begin to learn what’s working, what isn’t, and then tailor your actions to match where you are going

You also need to concentrate on the most important aspects of your business. Try outsourcing little mundane tasks, giving you the chance to focus on the more strategic things like keeping an eye on the key objectives for your business.

  1. Start with the bottom line

An aspect of clarity in marketing that cannot be overemphasized is the need to focus on your numbers. In whatever you do, you need to constantly refer back to your bottom line. You need to constantly compare how much you hope to make from the marketing and how much you are willing to spend – and this includes the cost of your own time. 

By keeping track of your business revenue and expenses – no matter how small you think your business is, you set a foundation for building a culture of marketing clarity. Not only do you have records of how money is being made and spent, you also feel a sense of fulfillment and you feel rewarded when you see your money working for you.  

When it comes to clarity in marketing, always start with the bottom line. 

  1. Create a marketing plan that reflects your goals and desires

 A marketing plan is crucial to marketing clarity –  you must always have a plan. It will guide the actions you take and make it easier to keep in line with the overall key objectives of your business. One benefit of having a plan is that you are able to niche down and find the exact audience you want to cater to with your product or service. For instance, part of your plan could be to join groups on social media that have the exact people you wish to reach and have a plan for engaging them there. 

Be clear on the vision you have for your business and let your marketing align with that vision. 

  1. Get clear on how you want your marketing team to function and define a set of goals for your team

It does not matter if you run a one-person business or you have an in-house or outsourced marketing team. -Building a culture of marketing clarity means being very clear on how you want your team to function. 

The questions to ask at this point are, what processes do you need to build and what are the guidelines that govern them. Keep in mind that whatever processes you put in place must compliment your culture, this also makes it easier to hire people who are the right fit for your company as you continue to grow.

Set KPIs and goals for yourself and then monitor these on a regular basis, this is a guide that tells you where you are in your business and what you need to do to achieve other goals.  

Setting goals for yourself and your team gives clarity not just to the marketing you are doing but defines the ways your business is run.

  1. Create effective systems

Effective systems are a very important aspect of marketing clarity. As a business owner, you need to learn how to automate systems and shorten processes. This way you are able to spend time on the things that are more strategic and impact the growth of your business. Automate the things that can be automated, outsource the rest, and delegate tasks to members of your team.

There is a practice in the tech space which I have incorporated into my business and that is the use of a Knowledge Base, which is basically a living document that details and explains all the processes in my business. Templates also help with the automation of processes and for social media marketing, there is a lot of automation that can be done with posts, for instance.

I have also learned that when it comes to the creation of a process and effective systems, making a recording of everything is very important. Think of yourself as a scientist with a recorder, taking notes of all your processes, learning those which work, why they work, and avoiding those that don’t.

Systems play an important role in achieving marketing clarity. 

  1. Create a culture of transparency.

Marketing is communication and effective communication is impossible without transparency. This concept of transparency is very important as you attempt to build a culture of marketing clarity, and with the creation of effective systems and the setting of goals for the members of your marketing team, you are able to be transparent while still managing how much information you divulge. 

You want your prospective clients to trust you and you can only do this when you present yourself in the most transparent way possible.

This practice of transparency works not just with your clients but with the people you are in business with. Be willing to apologize and own up to your errors, do not bristle at feedback, and see everything as an opportunity to learn. 

In the bid to be transparent with your customers, avoid technical jargon and speak in a language they understand, build a connection, show your face and that of a team. The more ‘human’ you are, the easier it is to be believable to your customers. 

Marketing is a combination of communication, internal processes, and meticulous planning, a culmination of all three things sets you on the path to building a powerful culture of Marketing Clarity. To learn more about Marketing Clarity sign up for the ongoing free Marketing Clarity Challenge by joining our Fuse community on Facebook. You can also reach out to us by sending an email to info@sparkfiremarketing.co.uk.