Marketing Communication Mix insights article

Marketing Communication Mix – have you got the right blend?

The Marketing Communications (Marcomms) Mix consists of all the different marketing tools and tactics that you use to communicate with your audience.

Getting the right marcomms mix is key to marketing success. If your marketing isn’t working too well, then you need to look at your marketing communication mix and figure out: have I got the right blend?

There are different ways to do this Assessment. I always like to bring it back to your target segment and their journey with you.

Here are three steps to take to assess if you have the right blend of tools and tactics in your marketing communications mix.

Step 1. Revisit your Customer Persona and get some data

Knowing your audience is crucial to success. 

Whether it’s:

  • an internal audience you need to ‘sell’ an idea to;
  • a customer segment you need to ‘sell’ a product/service to;
  • or a group of people you need to influence into adopting a specific behaviour

you have to understand what their communication wants, needs and preferences are.

So, once you determined your Customer Segments, you should have developed a customer persona. This persona needs details such as:

  • Their preferred communication channels e.g. LinkedIn to become Aware of you, a personal phone call when they are Considering choosing you etc
  • Their preferred comms style e.g. direct and to the point; funky and off-beat; conservative and straight down the line
  • Their marketing communication dislikes e.g. lots of words; too bright; too dull; too often; too pushy.

For these to be effective, you should have mapped them out against each stage of the Buyers Journey:

stages of buyers journey the marketing spaces

Aware: LinkedIn posts, PR in key journals, shouty attention-grabbing titles.

Interested: Free downloads accessed via the website

Considering: Personal Video Call / 1-1 meet up

Adopting: Kick-off Meeting, Welcome Pack

Loyalty: e-shots and newsletters with updates.

Next, let’s go to the data. Begin by seeing what the data shows. Then ask the question: was my assumption correct? 

For example, ‘Google Analytics is showing that most of the unique visitors to my website come via Twitter. But I thought my audience engaged with me most on LinkedIn. I need to look into this.’

Getting some data, even in its most basic form, will allow you to assess if your beliefs about your audience’s marketing communications preferences are correct. The next step is about going deeper.

Step 2. List what you are currently doing

Once you’ve revisited your understanding of your audience’s marketing communication preferences and got some data together, you can start to really effectively assess if you have the right blend.

The way I find most useful to start this assessment is to list ALL of the marketing communication tools that I am using for one particular target audience. 

Just dump them down.

For example: 

  • LinkedIn posts on a Linked Page
  • Google Ads
  • Free e-book (have to sign up)
  • Networking
  • PR in the local press
  • Free 1-1
  • Welcome email
  • Tweeting once a day
  • A LinkedIn article once a month
  • Monthly e-shot / newsletter

Then you can start to order them according to the stage of the Buyers Journey.

For example:

  • LinkedIn posts on a Linked Page – AWARE
  • Google Ads – AWARE
  • Free e-book (have to sign up)- INTERESTED
  • Networking – AWARE
  • PR in the local press – AWARE
  • Free 1-1s – INTERESTED 
  • Speaking at events – AWARE and INTERESTED
  • Welcome email – ADOPTING
  • Tweeting once a day – AWARE
  • A LinkedIn article once a month – INTERESTED
  • Monthly e-shot / newsletter – INTERESTED

Building up this picture is really helpful. For example, if the above was the entirety of my marketing communications, straight away I can see we have a problem: where are the ‘CONSIDERING’ and ‘LOYALTY’ communications?

Step 3. Assess your marketing communications

Now you know what marketing communication tools you should have for your audience and what you currently have, let’s assess them.

Stage Question Your Answer: Red = No / Not really, 1 point Amber = Kind of, 2 points Green = Yes, 3 points
Aware Are you doing the right marketing communication activities?
Are you doing them enough?
Are they working?
Interested Are you doing the right marketing communication activities?
Are you doing them enough?
Are they working?
Considering Are you doing the right marketing communication activities?
Are you doing them enough?
Are they working?
Adopting Are you doing the right marketing communication activities?
Are you doing them enough?
Are they working?
Loyalty Are you doing the right marketing communication activities?
Are you doing them enough?
Are they working?
Total score out of 15

In the April 2022 Seminar, we do a fuller assessment, where there are 5 different questions for each Stage. This Assessment here is a great way to get an overview quickly and see where your problem areas might be.

Now you have done your Assessment, choose a priority area to focus on. Typically, you would want to be pick one thing to move from Red to Amber in the next 2 to 3 months.

Conclusion

This kind of assessment of your marketing communications mix can be done on a regular basis. As you can see, it doesn’t have to take too long. But it can be hugely helpful in helping you identify if you have the right blend of marketing communication tools and where your gaps are.

Next Live Seminar: 5 April 2022

Are you doing the right marketing? Join us to find out how to do an effective assessment of your marketing.
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