Delivering your brand’s message to your target audience requires a lot of work, especially for startups that do not have an established brand image yet. The key to introducing your product to the market lies in a successful marketing plan. To facilitate your planning, you can start with little things and focus on the communication aspect of your marketing strategy. By focusing on the core points during the initial phases, you will be able to identify the kind of approach most suited for your plan.
Craft Messages Specifically for Your Target Audience
To get the right message across, you first need to identify your demographics. Deciding on your marketing tools and media will depend on your audience. If your product is something that is essential for different age groups, you can try out various media channels and create a single, cohesive message that will catch their eye. However, if it is something relevant only for a particular group of people, then you should create catchphrases tailored for their needs or would at least create a sense of necessity. Creating in-depth research about your target audience will let you save time and money since you would already know what kind of communication technique you should use to get their attention. For example, if you are offering consultations for retirement plans, crafting your message for young adults who want to secure a better future, especially in their later years, will be an ideal way to sell your service.
Highlight Your Brand’s Unique Selling Point
With the market teeming with different kinds of products and services, your newly introduced brand could be stuck behind a long line of businesses offering the same things as you are. Since people tend to pick products with established reputations over new ones, the chances of optimizing your sales are low. The key to standing out is by magnifying your product’s best feature. This will give the impression that your brand has something that other products do not. To identify your brand’s USP, choosing to highlight the qualities that make it convenient or handy (when marketing items) or its healthy and organic ingredients (for food) will give you an edge against your competitors. For instance, when grocery shopping, parents always pick snacks that are advertised as healthy over junk foods high in sodium or sugar.
Content That Invokes Emotion
Modern-day marketing mostly relies on the free promotion that posting on social media sites offers. Through shares and likes, people will do the work for you for free. But first, you have to get people to share your content. Your materials must be able to invoke some kind of emotion. Regardless of whether your material is in image, GIF, or video form, it is worth sharing as long as it can make people laugh, cry, or think. This is not a new marketing strategy — commercials that tell stories have been around for a long time. Some brands even make a series of campaigns that ultimately build up to a single message. This technique typically uses soft selling by subtly inserting their product in the content’s context. Using emotions to communicate your brand message successfully to your audience will allow some connection and even interaction by encouraging them to share their own experiences on your page.
Being Consistent is Key
Using a single message to promote your brand will eliminate confusion and allow people to immediately make the connection between your product and messaging. Aside from having a logo, creating a slogan that perfectly encapsulates what your product does will help solidify your brand’s image. Your slogan must be short and concise so that it will be easy to remember. By keeping in mind your demographic, you can make a slogan and messaging that your audience will relate to. Being consistent with your brand image and messaging will also help establish your credibility, which will help you garner more customers and eventually increase your sales.
Choose the Right Channels
Once you have identified your target audience, finding the right channels to use will be easy. If your customers belong to the older population, focusing on traditional media, including television, newspaper, and radio, will help get your message across. If your business caters to young people, using social media websites by creating a page for your brand or filling in ad spots on sites they mostly frequent will shine a light on your materials and give you the promotion you need. But choosing the right channels does not only vary on whether your audience belongs to the older or younger generation. It can branch out to mothers, students, drivers, and even home cooks. The more specific your demographic is, the more important it is to determine the right medium.
Your sales, credibility, and branding all depend on your communication strategy. With a solid and consistent messaging, you can garner a following that can lead to the success of your enterprise.
