One of the traps that even seasoned marketing veterans often fall into involves crafting collateral that has far too much information for its own good. Marketing messages start out simple enough, but as brands continue to grow and evolve, the marketing messages do the same until it can be difficult to remember what that short, sweet, actionable idea was in the first place.
And if you think your marketing has lost focus, just imagine how your audience members probably feel.
When your marketing starts to suffer from a lack of direction, it starts to become much too passive. Thankfully, the solution is simple - strip away the noise and focus on the action of it all. This, of course, requires you to keep a few key things in mind.
What is Actionable Marketing?
Think about your marketing the same way you would something like a call-to-action. A CTA is effective because it's clear and concise. It tells your readers exactly what you want them to do, how you want them to do it, and most importantly, what they're going to get in return.
It's a way for them to take the experience they've already had and elevate it to the next level by continuing their relationship with your people or your brand.
Passive marketing, on the other hand, does the exact opposite. People may see one of your flyers and become aware that your brand exists, but they're not motivated to do much with that information. They certainly don't know why they should care or what you can do for them that nobody else can. Passive collateral just... is. That, most definitely, is a problem.
To put it another way, every element of your collateral - from the color design of a flyer to every last word on a brochure - needs to be building towards the eventual action that you want someone to take. It's like a CTA on a larger scale and rest assured, it pays dividends.
The Byproducts of Actionable Marketing
Actionable marketing requires you to target your audience. You need to know who people are, what demographics they fall into, what they like, and what they don't like. You then have to address a specific need that they have and direct them to take your desired action.
If all of this sounds familiar, it's because these are the types of things you should already be doing. Making action a priority simply allows you to double down on these efforts, allowing them to rise to the surface.
The real benefit of actionable marketing is precisely that - it creates its own momentum. It has an energy that passive content just can't match. You can use that energy to create new opportunities for yourself, not only in terms of up-selling or cross-selling your products but also with regards to increasing the overall lifetime value of your customers.
Simply put, if your marketing content is active your customers will be, too, and that's the type of opportunity you do not want to overlook.