Send It!

 
 

I recently read the incredible wilderness survival story of a woman in Colorado. She was lost hiking, and fell 90ft to a broken leg and concussion. After spending the night in the cold, she managed to signal a passing train where a tourist spotted her. Rescuers deployed. Happy ending.

Amazing story for many reasons but I want to focus on these facts: a signal was sent, and a signal was seen.

As a business owner or marketing leader in the modern world, “signaling” your audience—telling your story—is a must-win situation. It’s time to treat brand communications like a survival situation, and send your story! You do have a send-worthy story. See your brand communications, your storytelling, as essential business infrastructure that needs to be managed. The plan for curating it, and sending it out the door every week needs to have a seat at your table even if you don’t have the time, the team, or a table.

By not consistently producing content that carries your story, and in a compelling way, your customers will ride the train right past you. I’m talking to biz leaders who’ve had these thoughts:

  • I’m too busy, I can’t get to it

  • I don’t have the staff or the technology to do it

  • We don’t have the budget, so I just make do

  • Oh, we’re 100% word of mouth

  • I stay away from “that stuff”

  • We have all government customers

  • We try to keep a low profile

  • We don’t have a story to tell

You know who you are folks!

Need help?

I got you.

Below is my recommended “survival kit” for small-to-medium sized companies who don’t have much marketing budget, or whatever your challenge has been. In other words, if you can’t do much, at least put out a consistent and visible signal to the passing trains.

Brand Communications: A Weekly Survival Guide

  • Blog: a once/month pace telling your brand story in various ways and generates organic online traffic.

  • Email Marketing: out to your email list as more and more emails are captured from sales, signups, etc once/month, or once/quarter at minimum.

  • Social Media: once per week posting to all social channels.

  • Web management: once per week including reviewing your analytics trends, online store, design updates, etc.

  • Brand strategy & research: trends, science, news, etc. that backs up the need for your brand to your market. These themes have to be championed by your brand! There are branding/messaging nuggets to be mined and this activity can really fuel your content.

  • Graphic Design: to support and spice up your various weekly communication activities.

Graphic Design, Film, Content Marketing, Brand Strategy, Brand Communications, Aviation, Survival GuideTroy DominyWilderness, Survival, Colorado, Rescue, Audience, customers, word of mouth, email marketing, blog, social media strategy, website analytics, branding, graphic design, communicationsComment