You don't hear the term "Creative Marketing" much. That's because we made it up. But that doesn't make it any less real, or any less important for your business.
There really is a secret to success, and it really is very simple: Provide value.
That's a tricky concept for a lot of businesses, especially startups. Not because they don't offer a valuable product or service, but because "value" is an amorphous term, and its meaning changes from individual to individual.
We can offer you a very nice stack of sticky notes, with hand drawn cartoon characters who are both funny and oddly wise, and we will call that valuable. And it is valuable, because we value it, and so might one of our clients. But you may have no use or need for that stack of stickies, so the value isn't there.
Value, then, is as much a function of perception as anything else.
Creative Marketing becomes important because shaping perception is important. Establishing the brand and voice of your company, creating a presentation of deliverables, focusing copy and design to help funnel clients and customers toward the products or services you offer—that's the point of marketing. The "creative" part is the "how." It's the stone that makes your marketing edge sharp.
For your own Creative Marketing needs, here's a list that you should use as a check against your current marketing deliverables:
- Copywriting—Is your copy engaging, and always moving your customers toward the product or service you offer? Better yet, is it plainly stating the benefits of your product or service? Are you telling the customer what's in it for them?
- Design—Does your design do the job of not only catching the customer's eye, but guiding them to your call to action? Think of design like a funnel (a marketing term you probably know, but here's a practical version of it). The prospective customer enters at the top of that funnel—i.e., they see the design and it catches their attention. The look closer, and start reading the copy (hooked!). The design and layout guides them down, down, down, to the call-to-action, or CTA (which hopefully isn't that far down). And then the design makes it really clear and really obvious what button to push or what action to take, so they transition from prospect to customer. Funnel logic—wide, narrow, narrower, action.
- Data & Analytics—How are you measuring all of this? Because if you're not, you're leaving money on the table. Looking at the data tells you how your marketing is performing. It tells you who your customer actually is, and how best to reach them. It tells you what messaging works, what design has the biggest impact, and what web page is getting the best response. All very important, if your goal is to do more business.
Just some things to consider, as you think about your business and what you really want out of it. Take some time to reflect on your own marketing, and ask yourself how creative it is. If the answer is "not so much," it's time to reconsider and retool, and maybe seek out someone who can help get that Creative Marketing on track. Perhaps someone who has something to do with pants, and the happiness thereof.