‘In today’s ultra-competitive business environment, you have to get creative with your marketing strategies. From social media to banner ads to email campaigns, it’s important that you reach your target customers in the places they’re most likely to hang out and then get their attention once you’re there. This guide will help you start thinking about how to market your brand across multiple media platforms and ensure that your message is seen by as many potential customers as possible. By following these simple steps, even small businesses can compete with much bigger rivals on a level playing field when it comes to getting exposure for their brands. Let’s get started!
Know Your Target Audience
Now that you’ve created a powerful brand identity, it’s time to figure out which channels are going to best reach your audience. To do this, dig into the data and find out who your current customers are. Specifically, find out which channels they’re already using to find your products or services.
Where do they come from? What demographics do they fall into?
Once you have this information and have decided which channels will be most effective for reaching them, it’s important to make sure these channels are all working together to reinforce the same message.
Understand What Your Brand Stands For
You may think of your brand as a logo, tagline, or company name but it’s actually much more than that. Your brand is the complex set of associations and feelings that consumers have when they interact with your business. It’s about more than just a name or a logo: it’s the way customers perceive you and the overarching experience they have when interacting with you. And it can be a huge asset to both consumers and businesses alike.
For people who are disenchanted with high-pressure sales pitches, aggressive marketing campaigns, and impersonal customer service lines, brands work to establish trust between companies and their audiences by letting their customers know what they stand for as a business upfront. Brands often seek to communicate values such as honesty, integrity, or quality through both their marketing strategies and their products themselves; then, based on these claims of reliability made by each brand, customers can feel comfortable trusting them (even if they’ve never tried the product before).
Brands also provide an efficient way for advertisers to get messages across quickly in an increasingly distracted world by emphasizing certain key features about a product or service consistently throughout various mediums (television ads, social media sites), businesses make it easier for their audience to remember these details in an age where there is so much information competing for our attention all at once
Assess Your Current Channels
If you already have a marketing team, the first step is to assess where you are now before setting your goals and strategies.
You can start by identifying which channels work well for you for example, which channels drive the most traffic, generate the most leads, or convert the best customers? Which ones show little sign of results and only cost you time and money? How much effort will it take to improve these channels to be worth your while? Identify what works best for you and what doesn’t.
Next, find out which channels are most important for your audience. You may want to survey them (or research through internet posts). For example, if your target audience is business leaders who value quality over price and don’t have time to read long articles or watch videos (you can identify this from their job title on LinkedIn or other social media platforms), then creating long-form content or video won’t be a good fit for them. How would they like to consume content? Will they read email newsletters? Attend webinars? Do they prefer reading news on Facebook instead of on an online news site? Find out what makes sense for them so that you can fulfill their needs with appropriate content in those channels.
Finally, identify which channels match up with your brand values and goals. If quality over quantity matches up with one channel but doesn’t fit another channel where advertisements are more abundant than articles, then think twice about whether the latter channel is right for your brand goals.
Form A Multichannel Strategy
Reach out to different channels of communication: social media platforms, websites, email marketing, and others. Next, look at each channel’s strengths and weaknesses and benefits and drawbacks This way you can choose the channels that work best for your business as well as your customers.
For instance, email marketing has some unique benefits. With a database of customers who have given you consent to market to them, it is easy to target specific groups with compelling content tailored to their needs. Additionally, it is less expensive than other forms of direct mail advertising such as postal mailers or catalogs. However, the drawback is that it requires a significant investment in building an accurate customer database before it can be used effectively.
Define Your Goals
Before you even think about how to execute your marketing strategy, it’s important that you define your goals. This is how you will measure the success of your efforts and drive the right solution for your brand.
When you are defining goals, these should be broken down into two tiers: Marketing and Business Goals. Marketing goals are solely focused on achieving results within your campaigns and knowing what is working. Business goals are broader objectives for your business that can be tied back to marketing efforts.
Develop a Tone of Voice
Have you ever watched a movie or read a book and thought that the voice captured by the characters sounded just like someone in real life? That’s a good tone of voice.
Developing a strong tone of voice is one of the best ways to reinforce your brand across every channel, but it’s surprisingly difficult! By default, most people tend to speak differently depending on who they’re talking to and what medium they’re using. For example, we use a different language when we email our bosses than when we text with our friends. We also use different language when speaking face-to-face than when writing something down on paper.
The tone of voice means using consistent language that reflects your brand at all times and in all mediums. This can be tough to do since it requires taking into account how people interpret things based on context, formatting, and style but once you get used to it, it’ll make you appear much more professional as well as be easier for your customers to understand.
Don’t Try To Do Everything At Once
The first rule of multiple channel marketing is that you don’t try to do everything at once. It’s tempting to want to be on all social media channels, especially since it’s so easy to set up an account on Facebook or Twitter. However, spreading your efforts too thin will only serve to water down your brand and exhaust you with content creation for channels that may not even be relevant to you and your brand.
Instead, focus on specific social networks where your target audience spends their time online. Having a presence on all of the major social networks simply isn’t as effective as having an active presence where people are actually engaging with you online.
Once you’ve identified these channels, it’s important not to make the mistake known as “set and forget.” The internet moves fast, and brands need consistency across all platforms in order for customers to recognize them which I like to call a unified voice strategy. Make sure that if someone reads one of your blog posts from the past year, they’ll see similar language and messaging throughout other areas of your site; this goes for social media, too!
Conclusion: Think About Your Marketing Goals, And Then Find The Channels That Will Help You Reach Those Goals
We’re all familiar with the old cliche “failing to plan is planning to fail,” but more often than not, we’re so excited to start on a new project that we dive right in without giving it much thought. But if you want your campaign to be successful, you need to define the problem before starting on a solution.
To do this, think about your marketing goals and then find the channels that will help you reach those goals. You can start by answering these questions:
- What are your most important marketing goals for this campaign?
- Do any channels stick out as being particularly useful for achieving those goals?
- Are you looking for purely quantitative results (e.g., higher sales)? Or do you also want qualitative insights (e.g., customer behavior or how competitors use social media)?
Think about these questions from both sides of the equation: what kind of strategy would work best for your customers, and what kind of strategy would work best for your brand? And once you’ve established some fundamental goals, take stock of what kind of content you already have available can any existing assets be repurposed or modified to fit your current purposes?
PS: If you need help training your team on lead generation, copywriting, or brand strategy, kindly shoot us an email via [email protected].com/www.rareconceptsolution.com (We have worked with more than 50+ businesses from several industries over the course of 7 years and we believe we have what it takes to get you the results you want).