In the information age or in the era of the Internet of Things to be precise, it may seem like every tried-and-true business standard of the past has been replaced or updated in some way. The emergence of the pandemic crisis has also contributed to this factor and in fact, has even accelerated the market transition drastically. But there are a few conventions that remains and usually for good reason. One of those is mission statement.
Throughout my career in marketing, I also received inquiries from the business community as well as been involved in various collaborations in integrated marketing, brand empowerment and customer engagement. It was through that involvement that I clearly understood about the basic reality of the importance of a mission statement in the context of public relations and marketing at large.
Indeed, mission statement plays a vital role for every business. Crafting a strong and effective one for your organization is just as important as ever.
Mission Statement In Digital Marketing
A mission statement is a simple and concise way for businesses to explain what they do and why they exist. This is usually a short sentence description and also known as a ‘tagline’ in the digital marketing sphere.
In each mission statement, we must be able to communicate aspects of our business such as culture, ethics, values and goals. It also helps to align the internal vision amongst employees, associates, distributors, vendors, as well as the broader community that exists in the organization.
That’s the reason why every successful businesses and corporations consistently investing their marketing effort to revise and empower this statement. It’s a lot more involved than just a tagline.
The mission statement is the foundation in communicating the company’s commitment and to describe the nature of the business to its prospective customers. It’s what distinguishes your company from the competitors and also provides a glimpse at how the business value their client base.
Beyond simply a tagline and stating what the business do, a strategic and well-written mission statement helps humanize the company, empower its brand’s trust and business credibility, as well as generating customer loyalty effectively.
Creating A Unified Brand Voice
Admittedly, every digital platform nowadays are indeed flooded with online advertisements, campaigns and promotions, and it can be challenging to connect organically with prospective clients and new leads.
When the particular business uses their mission statement to guide its marketing strategy, it can create and maintain consistent messaging with a clear directive at all time. Thus, by building a voice for your company that feels familiar, you can provide clients with that down-to-earth feel they crave when interacting with a business. Fortunately, once you established your messaging, digital marketing offers much in term of building a loyal customer base that is emotionally connected to your business and its services.
Communicating your mission consistently to your digital audience through the appropriate content is key to maintaining long-lasting customer relationships. With your values at the forefront, clients will have no problem recognizing what your company stands for and the service that prospective clients can expect.
And even better, a strong mission statement can take much of the guesswork out of your marketing strategy and opening an entire world of possibilities.
Khir Khalid merupakan perunding pemasaran bertauliah dan penulis kandungan. Ahli badan profesional Institute of Marketing Malaysia, beliau turut terlibat sebagai kolumnis Utusan Malaysia, Utusan Digital Dan Kontributor Marketing In Asia. > PROFILE