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It is vital that, alongside marketing your product or service, you also deliver your brand message to your target audience. Ultimately, this will help you to achieve your goals and create a loyal following of returning customers.
To understand the best way to deliver this message there are a few things you need to do first.
Determine What Your Brand Message Is
First things first. You need to determine your brand message. This will run throughout your marketing content. That’s why it is so important to get it right before you do anything else. This message shouldn’t be pushing the product or service but rather the benefit and value of your product or service to the customer.
This message will help people relate to your brand. It is what will inspire, motivate, and persuade them to invest in your product. Ultimately, it will make them want to buy from you.
If you are struggling to work out your brand message, start by considering the pain points—the specific problems your customers would be experiencing—and how your product or service can solve this.
You also want to make sure that this message is unique and sets you apart from your competitors.
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Work Out Exactly Who Your Customers Are…
If you haven’t already, it would be in your best interest to have a very clear understanding of who the members of your target audience are. You’ve discovered their pain points. Knowing this will help you to find the people who have those pain points.
You also know your product. Therefore, you’ll have an idea of who the members of your audience are already. However, it is important to be strategic about this so that you are directing your efforts toward the right people. If you aren’t, you won’t drive traffic or sales.
You can use ComScore, Facebook Insights, and Global Web Index to pull together a comprehensive profile of your audience. Now, use this information alongside your initiative and your knowledge of the industry to create personas. These represent your core customers and provide you with someone to keep in mind to help you inform ideas.
…And the Best Ways to Target Them
During your research you will also discover how to target your specific audience. The above tools will give you valuable information such as where people discover your brand, how they engage with it, and what they are looking for in a brand.
This will also enable you to look at your competitors who are targeting the same audience and see what content works well for them (and what doesn’t).
How to Deliver Your Brand Message
Now you know exactly what your brand message is, who you are targeting and how to target them. Next, you need to consider how you are going to deliver your message.
What you need to do is create a range of engaging content. On the surface, your message will be different with every piece you create. However, underlying it all, will be your brand message. You must always be able to trace everything you create back to your brand message.
This message will be expressed through the language you use along with your value proposition—the specific thing that makes you attractive to your customer.
Don’t forget that you need to convert the customer at the same time.
Does this sound tricky? Conversion copywriting requires a certain skill to ensure it delivers a brand message at the same time as it delivers conversions. You might want to call in the experts to make sure you get it right. Because if you do, you will definitely reap the rewards.