When the focus of your marketing content is on people, you resonate more with consumers than if the focus is on sales. And no matter how small or large your business is, authenticity and personalization will always matter.
According to a recent blog post from a long-time marketing professional, “Marketing is at its best when it’s real.” And “real” to most people is synonymous with authentic. When you have the information about your target audience, their wants, needs and pain points, you can mix that in with creativity and make true connections.
The following are steps you can take to ensure your outreach is landing:
- Know Your Audience
This is always going to be at the top of the list. Where do they look for information about your industry? Are they more apt to engage with long-form or short-form videos? Are they good candidates for white papers or case studies? How can your content answer their questions? - Be Relatable
Put a bit of your company’s personality out there for them to see. They might like what you’re selling, but for them to gain a sense of trust and loyalty to your brand, they have to feel a connection. - Step Outside of Your Digital Silo
Sure, you need to be adept at using the various digital channels/social media platforms, but are you engaging with your audience on a personal level? Take the time to incorporate a more human approach and get involved in the conversation. - Tell Your Story
You’ve made an impact on your current customers, so relate how you’ve been of service to them in your marketing content. You need to show rather than tell. You can’t always be on the podium trying to sell something – tell the story of your value. - Let the Customer Speak
The most influential spokespeople aren’t in your marketing department – they are fellow consumers. Be sure to highlight customer stories and testimonials that put you on a pedestal.
Marketing is a multi-faceted endeavor that takes time, energy, research and tact. If you’re like many company leaders who are already stretched thin with your daily tasks, reach out to SJC and let us handle your marketing needs. We’ll do the research on your target audience and create a plan, as well as create content that will bring more attention to your brand.