Getting Personal: How To Connect With Your Audience
With how highly competitive the online and content market is, it’s becoming increasingly difficult to gain the attention you deserve amongst consumers. Although there are countless opportunities and channels meant for connecting with audiences, many brands fail due to their inability to establish a connection with their audience. So, while keeping that in mind, we’ve made this blog detailing strategies of how to connect with your audience.
In our day to day lives as marketers, we find ourselves stuck in an endless cycle of wanting to complete tasks so we can move onto the next. The same can be said about our customer base. Yes, you may have a vast base, but are you really taking the time to actually getting personal with them?
This article was made under the impression that your business is fairly new and looking to boost your sales, starting by developing audience relationships. The one thing I can say is the base of a successful brand is a happy customer base. Now, without further ado, here are 5 strategies for connecting with your audience.
Don’t Be Another Clone
The first step for any marketing endeavour is conducting studies. I’m not just talking about your platforms or audience surveys (they are important too), but mainly what your competition is doing. The main objective is not to copy what they’re doing, but rather figure out what they aren’t doing.
Blending in and conforming is a strategy from the past. Nowadays, brands focus on figuring out new ways to differentiate themselves from the competition. This doesn’t mean coming up with entirely new innovative strategies and changing marketing landscape as it is. It’s all about taking already successful aspects and throwing your own uniqueness in.
78% of consumers say companies’ social media posts impact their purchases. (Source)
In terms of marketing communication, find where your competition lacks and fill in that void. No communication strategy is perfect, but fulfilling said gaps give you the potential of an untapped market.
This is all about understanding customer engagement methods and identifying missing channels. This can include bringing back old topics or campaigns, but in a way which matches the current market climate and your brand tone.
Communicating With Your Customer
Developing your brand tone and voice for your content and media communication is crucial for your success. It determines what you can or cannot say, how you can speak to your audience and in which manner you can speak to the masses.
But in the current state of marketing and how important social media is, communication has seen a shift from speaking to the masses towards personalized engagement. Social media has made this possible, bridging the gap and allowing people to communicate with each other instantly.
It isn’t just social media though. Businesses need to communicate with their consumers, answering their queries and develop relationships through multiple channels. So it is a good idea to respond to consumer engagement, provide additional resources and give them a positive experience.
77% of customers would recommend a brand to a friend after having a single positive experience. (Source)
So why is this all so important? Well, without all this, there will be a lack of consistency in your communication strategy and your consumers will pick up on this quickly. Without a well-defined communication strategy, your end goal becomes unclear as you juggle between mass communication and interpersonal communication.
Relate With Emotions
The power of emotions is strong and the driving force of most consumer purchases. As a marketer, playing off those emotions is how you sell. More than playing off of emotions, humans love being able to identify with a certain occurrence. In short, we love to relate.
So how does this tie back? Just as humans have unique behaviour patterns, brands are the same. Brands have emotions, they have personalities, and they have voices. You can think of brands as just another person on social media from whom you like purchasing goods.
Your personality will determine or influence what you post or portray your marketing campaigns. While thinking of a new campaign, have you ever had an idea not work out because “it’s not what the brand would do”? That right there is the personality of your brand.
Just like you’d say certain things at certain times or react to issues in a certain way, the same can be seen in brands.
As a brand, one of your goals is to fulfil a consumer niche, i.e. creating content which is not available anywhere else. Doing this will automatically make them keep coming back for more. Niches such as insights, facts, entertainment and even your own product line grab consumer interest.
Your brand voice and tone play a crucial role as well. The overall personality your brand has built is apart of the exclusivity, offering informative, humorous content or a combination of both. This can include the responses to consumer engagement, topical posts or moment marketing.
An example of a brand with a unique personality is Pop-Tarts. Their brand personality is straight away defined by their Twitter bio, with their tweets having the right blend of funny, friendly and relatability.
Unlike some brands on both extremes of the scale in the response to consumer engagement, Pop-Tarts have found a comfortable middle ground in terms of product promotion and humorous content.
Although I feel like this is already a given, we are currently in the era of data-driven results, where every action needs to be profitable or else it is dropped. You cannot assume that your efforts are bearing results. Social media already provides tools to measure and analyze your social media profiles and channels, but you’re free to find others which match your needs.
Each social media post, marketing campaign and consumer response should be made with the intent to generate leads, build loyalty and driving sales. Once you’ve had a successful campaign, go back to refine your methods and figure out in which areas improvements are needed.
The data you’ll uncover while tracking your results will result in a more ideal demographic who are most likely to make a purchase. This will help your brand gain more traction and allow you to gain more followers, have a better understanding of your audience and target them more precisely
Following these strategies will help your brand forge a stronger bond with your audience which will allow you to enjoy successful sales and growth in revenue. Connecting with your audience will take a while, but will help you in the long run. If you’re looking to get ahead of the social media game, check out Trends Of Social Media Marketing.