Call Us: 01252 217141

The Holy Trinity of Marketing Communication

What is the Holy Trinity of Marketing? Some experts in marketing describe it as the relationship between market, message and media. They must be in that order. It is a way of thinking about communicating with new customers and is one of the cornerstones of good marketing practice.

The order is important. The logic is that the starting point is to understand who is in your target market. The more specific you can be the better. Once you understand who the target market is, you can articulate a compelling and persuasive message. The more relevant the message, the more likely it is to be received favourably. Then, finally, you can consider the most effective media to use to get your message in front of the target market(s).

Where a lot of business owners can go wrong is that they start with media and work backwards. How can this happen? A business owner can get contacted by an advertising sales person trying to sell some advertising space. The advertising executive has got little interest in the market and message elements, just in the commission payment from the media sale!

Define the audience

Successful business communicators avoid wasting time or money talking with people who are not suited to buy whatever it is they’re selling. Target marketing may appear counter intuitive at first because it encourages you to think small. But the smaller you can define your audience segments, the more your message will resonate because of its relevance. For example, if your business serves a single geographic area and that’s where your customers are, there is little point advertising outside of that area.

Once you have defined the target market(s), you are able to craft a message that will specifically address their concerns and needs. I find it really helpful to have a picture in my mind of who is going to buy what you have to sell.

Reaching the audience

I have referred to target markets and audience segments. Must businesses will have more than one audience type that is right for their product or service. Not all target markets are the same. What is likely to make a target market viable is that is has the following characteristics:

  • Your market needs to be specific.
  • It needs to be identifiable.
  • It needs to be contactable.

When each of these is ticked it is time to look at how to get your message them using the media channels that they are most likely to engage with. In today’s world the media channels are likely to be online (the internet) and offline (print). A marketing professional will be able to guide you on how the online and offline elements complement each other.

Nick Shrimpton
Follow us
  • "As part of the service, the team at Leapfrog reviewed one of my websites for SEO and presented their findings in video format. I’ve never seen anything like this before and I could see the results of the tests and clear recommendations for action. I can thoroughly recommend this part of Leapfrog's service!!"

    Peter Clarke, PPG Proofreading
  • "One area in which Leapfrog has excelled is communication. Any queries are always promptly dealt with and we also receive excellent monthly reporting, with videos that clearly explain our progress. This is great as it gives us a clear picture of what’s going on."

     Leigh Emmerson, Voice Fairy
  • “Leapfrog provides fantastic video reports, to help explain the topline results. As SEO is a hidden science, this has made the whole process a lot clearer.”

    Rebecca Couture, Rebecca Couture Millinery
  • "When it comes to organic SEO, Leapfrog's your company. Thanks for everything you've done for my business."

    Paul Deach, Deachy Social Media
  • "Over a 6-month period, we’ve improved from a position of no ranking at all, to achieving page 1 rankings for our key search term. In a highly competitive market, this is really impressive and has already increased our organic traffic by more than 400% over a 6-month period. We can definitely recommend Leapfrog to other businesses struggling to get seen by Google."

    Leigh Emmerson, Voice Fairy
  • "Leapfrog Internet Marketing has been key in supporting my clients, providing SEO services to allow them to achieve increased and more qualified traffic to their sites. I've worked with Geoff and the team on several different sized projects and am very pleased with the results achieved. I highly recommend Leapfrog Internet Marketing for your online SEO needs."

    Oliver Schlieben, Digital Marketing Strategist
  • “The company is really helpful and approachable and you’re never made to feel embarrassed when asking questions.”

    Rebecca Couture, Rebecca Couture Millinery
  • "Leapfrog Internet Marketing has been a key resource in providing insights and strategies within the SEO arena. Their work is always of a very high standard and always delivered on time. I would have no hesitation in recommending Leapfrog to any business."

    Drew Griffiths, Mosaic
  • "I've been benefitting from Leapfrog’s expertise and experience for several months now and really value the way in which they make knowledge so accessible. We've worked on improving website authority and content, list building and social media optimisation. A great company to work with and very good value."

    Chris Farrance, Frontier Digital Business Consultants
  • "Month-on-month we’ve seen fantastic improvements. Over the first 6-month period, search traffic has increased by over 550%. We've achieved page 1 rankings for at least 85 keywords relating to our key products, the site is now found on Google nearly 5000 times per month and an additional 800+ users visit the site monthly."

    Rebecca Couture, Rebecca Couture Millinery
  • "The team at Leapfrog has been able to keep an eye on our site, using their specialised knowledge to not only spot any invisible problems that will affect SEO and site speed, but also identify any coding errors. This kind of value-added benefit is a great asset and makes a real difference for our company."

    Leigh Emmerson, Voice Fairy
  • "Leapfrog Internet Marketing have been working on our website for 6+ months now and we have certainly seen the benefits of professional SEO. Organic leads have significantly increased in line with our Google position and ranking. I’d highly recommend Geoff and the team at Leapfrog Internet Marketing."

    Mark Dalton, The Tech Lounge
  • “We’re really happy with Leapfrog Internet Marketing. We feel every step has been clearly explained, the communication is excellent and we’ve seen month-on-month improvements that have converted to enquiries and those all-important sales. We’ve definitely received the return on investment we were looking for.”

    Rebecca Couture, Rebecca Couture Millinery