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The world is in a state of constant reinvention that all too often can seem as intimidating as it is exciting. For many business owners – catching up with marketing trends, let alone trying to get ahead of them can seem a daunting task. However, the fact is, to stay competitive today every business must have a 360-degree marketing strategy that includes social media and digital communications as well as print and collateral.

Here are four steps toward building a successful 360-degree marketing program.

Step 1: Develop a brand that puts you in a leadership position

It’s not just a question of having an attractive logo and printing all your collateral in the company’s colors. You must begin by establishing a brand message that conveys the key point of the difference between you and your competition. What do you offer customers that no one else does? To find that key point requires not only understanding every aspect of your own product and company culture, but that of your competition as well. You also need to explore the nuances of what your target market needs and, just as importantly, what they want. Only after you have this information can you begin to develop an intriguing and memorable logo, tagline and voice to represent your brand.

Step 2: Create an online presence in homes, offices and on the go

A unique, user-friendly and information-rich website is the most important tool in your 360-degree marketing arsenal today. It’s your primary connection to potential customers, current clients, vendors and potential employees. Moreover, it requires carefully researched original copy content that’s easy to read and understand, enhanced and set off by attractive graphics. These may include infographics – charts, maps, and so on, photographs – stock or your own property. Ideally, you should include a blog that allows your visitors to comment on the information you offer.

Everything you have on your site should be viewable on I-phones and I-pads as well as laptops and desktops. And the format you use should allow for changes to copy, visuals and, eventually, the design itself.

 Step 3: Use video and social media to increase your SEO – and sales

A picture is worth a 1,000 words – especially when it moves. Using video on your site, social media posts and in your marketing pieces is an excellent way to boost SEO. You can use video clips to demonstrate your product, show off your showroom and introduce your staff at any time day or night to your target market. You can also do videos to help educate the public about your industry in general. By the way, while this may seem naively altruistic, in fact, it’s a great way to enhance your brand’s reputation. It implies that you’re an expert in your field and that your company is an industry leader.  And that’s a reason for customers to seek you out instead of the other way around.

 Step 4: Extend your brand experience with displays, events, and promotions

Trade shows, events and special promotions should be integrated into the rest of your marketing mix.  Think of these as multi-dimensional opportunities for your customers to see your brand in action.  Interesting, amusing activities, eye-catching graphics, and intriguing giveaways will make your booth and your brand stand out at every turn.

As you can see, with a 360-degree marketing strategy you’ll be able to reach customers, vendors and future employees no matter where they get their information. Now that you know the first four steps – we’d be happy to help you fill in the details to make your marketing more effective than ever before. Just let us know when and where you’d like to meet. We’d love to hear from you.


Michele Allen

With over 30 years of design and marketing experience, I founded Crux in 2005, a 360° Creative and Marketing Agency, catering to Fortune 500 companies, small businesses, and non-profits. Specializing in experiential spaces, museums, brand development, and digital marketing, I excel in crafting memorable experiences while emphasizing the significance of authentic brand communication. I offer expertise in Brand Development, Trade Show Exhibits, Museums, Corporate Spaces, Interactives & VR/AR, and Digital Marketing, committed to tailored support and guidance.