Design by Kevin Iriarte
When I consult clients i share with them the importance of focusing on subject matters that are relevant to their brand. It’s easy to fall in the trap that everything needs to be shared on every distribution channel. That is the beginning to the decline of your audiences engagement.
I went online and picked three ways to help with creating your message to your audience.
1. Be Specific, Distinctive and Relevant
Seize every opportunity to point out why your service is a better fit for your niche marketplace than competitive offerings (2009, August 3).
Discounts are one thing, distinction is another. Adding value to your message isn’t just offering savings or urgency. It’s a matter of creating content that is relevant to your audience. Imagine walking into a library. It’s quiet and everyone is doing their own thing. Now announce in a mild voice what an active lifestyle can do to improve your life. What do you think the response of everyone in the library would be? Positive? I’d like to think that everyone would be turned off by your interrupting message.
Just take your time when making your message count. Consider your audience and respect their space. Invite them in but don’t direct them. If you’re brand is about an active lifestyle, then target that audience. Even though an active lifestyle is good for everyone, that doesn’t mean everyone wants to participate in one.
2. Keep things consistent
If you have been producing great content for a few months and then stop or dramatically slow down, it won’t be long before those users go elsewhere to find what they need/want (2013, September 25).
I can’t emphasize on the importance of consistency enough. It’s key to letting your audience know that you have a grasp on things. Sure you can be a small business but seeing posts from 34 weeks ago doesn’t send a message to your followers that you have it together. Operations of your business is important, so don’t indulge in marketing practices that can overwhelm you. If you are going to post to social media once a week, that’s fine just make it once a week around the same time. If you’re going to blog once a month, make it once a month. Don’t overwhelm yourself.
Consumers often become just as enthusiastic about a product or service, leading to word of mouth advertising and referrals (2013, November 12).
If you love what you do then others will see that. They will share your enthusiasm and in turn become a dedicated follower. People like to share in the success of brands. They have a sense of ownership that they had part in a brand’s success.
The importance of branding comes from your own understanding of your brand. What does it mean to you and make sure you share it. Don’t over complicate it. You have to understand that even though in general we are all brand loyalists, that doesn’t mean one brand consumes our entire life. It’s about being a part of someone’s life.
Take the time to know what you what to communicate and who you want to talk too. Be consistent, and be passionate about it.
Gerber, S. (2009, August 3). 5 Steps to Building a Successful Niche Business. Retrieved September 20, 2014, from http://www.entrepreneur.com/article/202900
Hawkins, A. (2013, September 25). The Top 7 Characteristics Of Successful Brands. Retrieved September 20, 2014, from http://www.forbes.com/sites/jaysondemers/2013/11/12/the-top-7-characteristics-of-successful-brands/
DeMers, J. (2013, November 12). The Top 7 Characteristics Of Successful Brands. Retrieved September 20, 2014, from http://www.forbes.com/sites/jaysondemers/2013/11/12/the-top-7-characteristics-of-successful-brands/