How to improve corporate marketing (step-by-step guide)

By Indeed Editorial Team

Published 5 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Corporate marketing helps businesses attract and retain customers while engaging new leads. Successful corporate marketing communicates a unique value proposition, allowing companies to establish themselves apart from their competitors. Learning what corporate marketing is and how to improve it can help promote brand awareness and increase company revenues. In this article, we define corporate marketing and outline how businesses can improve it.

What is corporate marketing?

Corporate marketing is a type of marketing that promotes the company as a whole rather than its individual products or services. It aims to strengthen the company's image through advertising, branding, communications and promotional strategies that attract consumer attention. Businesses usually have an in-house corporate marketing team to determine advertisement language, messaging tactics and other methods of appealing to the target audience – such as social media interactions, email campaigns and blog posts. By managing the outward perceptions of the company, corporate marketing teams can transform customers into loyal brand advocates.

Related: A guide to branding vs marketing (plus differences)

How to improve corporate marketing

There are several ways to improve a company's corporate marketing strategies. Some methods focus on improving current insights and in-house systems, while others involve implementing new strategies and infrastructures. Steps on how to improve corporate marketing strategies include:

1. Identify gaps in current strategies

Identify gaps in the company's current corporate marketing strategies to determine necessary improvements. Ensure existing infrastructure is up to date and that workflow capabilities are operating at maximum performance. Make sure marketing teams have up-to-date knowledge and skills to execute relevant strategies. Once you've identified gaps in current strategies, implement short-term goals for fixing them.

Related: What is gap analysis and why do businesses use it?

2. Understand the company brand

Ensure the company has a strong and cohesive brand identity that the target audience can easily align with. Communicate a brand lifestyle by determining wider company goals, missions and objectives. Having a clearly defined brand boost consumer confidence in the company as it demonstrates a commitment to values rather than simply selling products.

Related: Brand marketing: Definition, goals and how-to guide

3. Update the company website

Optimise the company website to encourage organic traffic, improve conversion rates and engage prospective leads. Use marketing techniques to increase search engine optimisation (SEO) and create a website that's optimised for specific keywords that your target audience use. By including keywords that match customer search queries, the company can increase their ranking on search engine results pages (SERPs) and generate qualified leads. Consider the technical elements of the company website too. Determine ways to increase site speed to pave the way for a positive consumer experience.

4. Focus on customers

Ensure customers remain at the forefront of every corporate marketing strategy. Determine the wants and needs of your target audience and broadcast messages that show the company can meet these requirements or desires. Identify your customer needs by performing customer satisfaction surveys and analysing previous sales data. Use customer surveys to gauge what customers like and dislike about a product and their motivations for choosing your brand over others.

This information can help create a unique value proposition on which the company can market itself. Consider creating buyer personas based on your customer insights. Buyer personas are semi-fictional representations of the company's ideal customer based on market research and existing customer data. For each buyer persona, include key demographics, motivations, objections and influences information. Segment your customers according to these different personas and develop personalised messaging for each group.

5. Offer good customer service

Provide excellent customer service to maintain a positive brand image and encourage customers to become brand advocates. When customers experience good customer service, they're likely to talk about it with family members and friends. This helps spread brand awareness through positive recommendations. Ensure sales representatives are properly trained in customer service and are knowledgeable about company products and services. This guarantees they provide customised advice to customers and help them source products that align with their needs.

Read more: What does good customer service look like? (With examples)

6. Identify and diminish weaknesses

Identify your customer pain points to better determine how the company's products or services address them. Distinguish between convenient purchases and repeat purchases as this can help ascertain what products meet customer needs versus how your brand contributes to repeat purchases. Customers feel more confident purchasing from brands that prove useful to them in some way.

Consider including free resources on your products or services to educate customers on them and convince them that they need them. This information also establishes the company as an authority in the industry which is a useful advantage when customers compare the brand to competitors.

7. Establish a uniform brand voice

Establish a brand voice and use it to communicate all messages and information the company puts out. This promotes brand consistency and helps consumers better connect with the company. Distinguishable messaging and a clear voice also help when telling compelling stories and sharing brand content. It helps the company become more recognisable and fosters better association.

Review the company mission statement and values to determine an appropriate brand voice. Determine how you want the target audience to perceive the brand and select a tone of voice that helps achieve that.

Related: What is a brand and how can you build a strong one?

8. Use social media

Social media helps humanise brands by allowing them to communicate with customers directly and in real time. Businesses can also use social media to generate data on customer buying habits and determine how customers perceive the brand. Corporate marketers may use social media channels to advertise products, share content, issue press releases and run promotional giveaways. Be sure to incorporate the brand personality into all social media posts, allowing consumers to get to know it better.

Related: Marketing vs advertising (with types and tips for use)

9. Create a blog

Create a company blog that provides free and educational content to customers related to your industry. This demonstrates the company's authority in the field and allows them to offer more value to customers beyond its products or services. It provides customers with more in-depth information and can also help when explaining complex business offerings. Place a call-to-action at the end of blog posts encouraging customers to click through to the company's product page or enquire about its services.

Blog posts also increase the likelihood that customers find the company website through search engines. This is because you can optimise blog posts for keywords and search queries that customers are researching. Make sure content is shareable to increase the brand's image on social media and other sites.

Related: A comprehensive guide to affiliate links (and marketing)

10. Offer free content

Beyond free information, create a brand loyalty programme that offers customers free products or services. Loyalty programmes are an effective corporate marketing strategy because they ensure loyal customers feel valued and recognised. This fosters better retention and encourages referrals. Alternatively, consider free trials to demonstrate to customers what your products are capable of. Free trials allow customers to test products without risk and experience how the product meets their needs.

Related: Customer loyalty vs brand loyalty: key differences

11. Distinguish products from competitors

Market the company on a unique value proposition to distinguish it from competitors in the field. Ensure this value proposition is evident in all brand messaging. Consider performing a competitor analysis if you're unsure of what makes the business unique to identify gaps in competitor marketing strategies. Determine what the company offers that competitors don't and use it to your advantage.

12. Establish key marketing metrics

Choose five to ten metrics to guide your corporate marketing efforts. These metrics ensure marketing teams know what to look for when determining the success of corporate marketing campaigns. Some marketing metrics to consider include:

  • generated leads

  • total sales

  • percentage of free trial leads

  • conversation rates

  • website visitors

Ensure the metrics you choose directly relate to the company's goals. This ensures the company's marketing activities gear towards achieving results in these areas. Be sure to change metrics as business priorities change. Set targets for each metric within a set timeframe to provide a benchmark for success. Review the results weekly, monthly, quarterly or annually based on whether your strategy is short or long-term.

Related: How to become a head of marketing (with duties and skills)

13. Use chatbots and other AI tools

Chatbots help businesses respond to more customer questions and concerns promptly. They engage with audiences where support representatives aren't available or when customers are unable to travel in-store. These AI tools provide customers with personalised attention, thereby increasing customer service offerings.

Related: What is a digital assistant? (Uses, benefits and FAQ)

14. Set realistic time frames for strategies

Corporate marketing is an ongoing process that requires continual adjustment based on metrics, growth and feedback. Set realistic time frames for corporate marketing campaigns. Ensure a campaign has adequate time in the market before determining whether it's successful. After an appropriate period, re-evaluate company strategy where necessary. Consider performing A/B testing once you have some insights and want to implement changes. A/B testing involves showing different segments of a website or campaign at the same time to determine which version creates maximum impact and contributes more to business metrics.

Explore more articles