Why do I need a marketing mission statement?

Do I really need a marketing mission statement if I have a company mission statement?

A Marketing mission statement is completely overlooked in the B2B world.

To the point where they are virtually unheard of.

This may not come as a surprise, after all, what is a marketing mission statement?

And why does marketing need its own statement?

Shouldn’t we just be using the same one as everyone else?

As with most things the answer isn’t a simple yes or no.

Marketing Mission Statement

A marketing mission statement is key for content creators.

There are many benefits to creating your own marketing mission statement when you move to inbound marketing.

It focuses your content creation efforts.

Simply explains why you are doing what you are doing.

Allows the wider business to clearly understand what you are trying to achieve.

Ensures that you keep your audience front and centre in every piece of content.

This is why it is different to a company mission statement.

So how do I create a marketing mission statement?

The key, as with many things is to keep it simple.

Fundamentally you want to answer 3 questions.

  • Your audience.
  • What you are giving them.
  • What they will get.

Sounds simple, right?

That’s because it is.

Yet so many B2B companies have never done it.

Let’s break this down for you a little further, and really make it easy.

What do we mean by your audience?

Your audience is anyone that you wish to reach with your content.

This will include prospects, leads, marketing leads, sales leads, clients, old clients.

Of course, these groups will have been defined in your marketing personas.

And if they haven’t, let’s talk! Soon.

What about what you are giving them?

Simply, what can your audience expect from your content?

Will this be insights, or perhaps entertainment.

As a B2B business it may be education and information.

Maybe your audience is all about leadership and management.

Do you see?

Finally, what they will get.

No, we don’t mean that they will get to watch videos or read blogs.

It is a little more insightful than that.

What your audience will get in terms of the benefit you bring them.

Greater understanding, or perhaps a better work life balance.

Maybe what you are sharing with them will boost their career options.

What’s yours?

At Black Coffee Marketing our marketing mission statement is straight forward.

As all of them should be.

“Providing B2B marketing professionals the information, inspiration and understanding to allow them to create a real inbound marketing strategy for their organisation”

Now let’s break this down:

  1. Your audience – B2B marketing professionals.
  2. What you are giving them – information, inspiration and understanding.
  3. What they will get – their own inbound marketing strategy.

Make use of your marketing mission statement.

Shout it from the roof tops!

Make sure that everyone involved with your marketing has a copy.

Let everyone else in the business know, give them copies.

Share it on your website, on your social channels.

Remember to apply it to everything you create.

If you create content that doesn’t fulfil the mission statement, don’t use it.

At least don’t use it in its current state.

Unless you have had a change of direction…

In which case you need to start your statement again as well!

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