As a business owner, it’s important to have a brilliant marketing strategy, and this should be centred around your core marketing message.
Both of these foundations should focus on your audience’s wants, needs & interests and be reflected in the marketing approach you take, such as social media marketing or email. These will also impact the content you create & how you communicate with your audience, with the goal of more people seeing it.
In today’s blog post, we will run down the factors to bear in mind when identifying your marketing message. Keep reading to learn more.
Identifying your target audience
Just like starting a business, you cannot begin pulling together your marketing message without knowing your audience first. By knowing exactly who they are, you’re already winning when it comes to providing them with the information they need or desire. Some great ways of carrying out this research include:
- Conducting buyer persona research
- Analysing your competitors
- Practising social listening
- Inviting people to participate in focus groups/or interviews.
The overall goal is to identify what your target audience looks like which can be captured through basic demographics such as their age, gender & location to learn what they want & desire from the businesses they already buy from.
By learning this, you’ll be able to nail down your strategy & create a marketing message that they connect with.
Identify & understand their pain points
In this step, you simply want to understand the issues that affect your target markets general life desire, business tasks & day-to-day routine.
For example, we at Myk Baxter Marketing have a target audience of business owners who desire assistance with their web development (whether it be maintenance support or website build) & digital marketing. We, therefore, create service practices that are easily flexible & which allow them to focus on other areas of their business.
Define your businesses value propositions
Your business’s value propositions must highlight your offerings’ unique values and make it clear to your customers that your brand is tailored to meet their needs. Every element should make them aware of why they should choose you over your competitors & this message should always be at the heart of your business.
The main goal here for you is to cure their pain points.
Provide clarity & concision in your promotion
When it comes to your message, you want to explain as much about your business in as little words as possible. Get straight to the point & explain how your product is the number one solution to your audience’s issues.
Your audience should simply be able to understand your message & also receive the answers to their questions without the headache of reading mountains of text. After all, no one has time for ifs & buts!
Use language that is familiar & conversational
Whilst your audience will have a key interest in your industry, you should never assume that they know or understand the technical language related to it. With this in mind, it’s important to make your wording as conversational & as familiar as possible. Keep it simple, straightforward & friendly.
Whilst your marketing messages main goal is to attract your target audience, you also want to stand tall from your competitors and have a flair of originality.
Project your brand’s personality & what makes you individual, whether you do this through humour, or even showcase your own team members or yourself within your content. People will only connect with you more upon seeing the people behind the business.
Utilise user-generated content (UGC)
It’s found that online consumers are more likely to trust recommendations from someone else (such as another consumer) over a salesperson or advocate for the brand itself. Bearing this in mind, sharing testimonials & reviews left by previous customers is a great way to gain leads.
You could also use these statements within your core advertising content & assets as encouragement.
You want to speak directly to your audience in a way that is familiar, clear & showcases your business’s individuality. And remember you must nail your message before acting upon digital marketing practices.
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