Imagine a packaging supplier preparing to attract more small-business customers. Its social media posts highlight custom designs. Its website focuses on large-volume manufacturing. Its enquiry form asks visitors to request a quotation without explaining minimum order quantities, sample availability, or design support. In this hypothetical situation, the business is promoting one opportunity while its website describes another. Before adding a new campaign, review the connections between what people see, what they read, and what happens when they contact you. A useful marketing plan should explain more than what each channel will publish. It should explain how those channels support the same customer journey. Start With One Service and One Customer Need Choose a service you want to promote before deciding which channels to use. For the packaging supplier, the focus could be custom packaging for small businesses preparing to launch a product. The customer’s questions would th...
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