Why your marketing strategy and your communication have to work together
A perfect website or a well-built funnel without a message that connects with your audience makes your brand lose its force
By Cris Marí
You have the perfect website, all your campaigns are optimised, your product or service is impeccable and all the data is under control. So what is going on? Why isn't my business moving forward? There is one thing we have to accept: nobody can be an expert in everything. You know how to make your business work. I know how to make it attractive to the people who don't know it yet. And that is where our work together begins.
Data tells us what works. Communication explains why.
Data is our ally. It tells us which channels work, which campaigns convert, where we are losing our users and which content is giving us the best results.
But to all of that we have to add something that doesn't appear in a dashboard: a coherent message.
Your story has to connect with your audience to create a bond that leads them to choose you over your competitor.
Finding your voice is strategy too
Your brand needs a voice, a story and its own way of presenting itself.
Communication isn't simply about telling people what you do. It is about finding what makes you different and knowing how to explain it in a way your audience can understand, value and remember.
A coherent communication strategy helps people discover your brand, understand it and connect with it.
And when that connection exists, communication can do much more than attract attention: it can build trust, answer doubts, convince and accompany a person all the way to the decision to buy.
Having social media doesn't mean you are making the most of it
Today practically everyone has a social media profile. Instagram, Facebook, Tik tok, Pinterest… we open it, we add the logo, a description, we upload a photo now and then, and that's it. But having a profile doesn't mean you are making the most of it.
Social media is an opportunity to explain what you do, show why you are different, build trust and, above all, get someone who doesn't know you yet to think:
“this is exactly what I was looking for”
Because having an open window is one thing, and getting somebody to stop and look is quite another.
Sometimes the problem is not the number of posts, it is that you may be publishing without a clear intention, without strategy and without a story that connects.
Before publishing we should ask ourselves: what do we want this person to do or think after seeing our content? It isn't about making pretty posts, it is about turning what you know and do into something your audience can understand, value and remember.
Marketing and communication don't compete: they need each other
The best marketing isn't about choosing between data and creativity.
Data helps creativity become an effective tool.
It tells us what works. Communication helps us understand why it works and how we can build something more solid from it.
Because a marketing strategy can bring someone to your brand.
But good communication can make them want to stay.
Welcome to your new online presence.