At the heart of content marketing is making connections with your audience. Meaningful social interactions are also being increasingly favoured by algorithms. So, it’s more important than ever to have a people-focused marketing plan.
Building awareness, trust and loyalty should be rooted in all your comms. Here’s 8 ways to help you resonate with your audience:
1. Know your audience
Start by getting personal and creating a buyer persona. This is a detailed, researched description which represents your ideal customer. and making sure you understand your target customer. Everything from demographics, likes and loves, hobbies and goals to online habits, pain points and questions should be studied.
When you know your audience well, you can make all the right moves, learn how to speak their language and be on the same page. Your content marketing will be super focused and effective as a result.
2. Speak like you would to a friend
Being human in a world of business speak and AI content is so vital. Speak conversationally. Ask questions. Show an interest. There's no need to be too formal in your content. Remember, that social media was created for people to chat and connect. So, don't overthink your messages or blurt everything out at once. Stay focused, chatty and warm.
3. Offer real insights
Rather than just selling your product or service, your content marketing should also focus on opening up the curtain of how you do what you do. Behind-the-scenes footage, inside secrets, team profiles all help to paint a clearer picture.
4. Tell a story
It’s proven that brand storytelling is a strong hook especially when you have a narrative which shows you are working towards the same goal. Done right, brand storytelling is a chance to express your values, voice and what you stand for. Humanised marketing in this way works wonders for:
📖 Creating connections
💬 Building trustworthiness
📖 Developing customer loyalty
💬 Standing out from the crowd
5. Speak to their senses
A golden rule is to promote benefits over features. Don’t just tell someone where the material for your leggings was sourced from. Tell and show them how the quality will make their life better, e.g. easier to move, more comfortable, and long-lasting. Always focus on the fact that you are trying to solve your buyer's problem and give them something to smile about.
6. Show empathy
It always helps for your content to be humble, honest, and funny. Show exciting delivery and achievements. Let them share in how you’re feeling; share the bad along with the good days. Running a small business can be full of ups and downs, so talk about the challenges and thank your customers for their support; show them what a difference it makes.
Emotional response marketing is designed to elicit a feeling rather than a call to action, which the follower will remember long after your Insta story disappears.
7. Be responsive
Chances are the majority of your communications with your customers and followers will be written. Whether that's email, direct message or comments on your social pages. So, it's important to make sure you reply to each person thoughtfully and with care. Responses leave a lasting impression. So even if the comment you receive isn't the friendliest, make sure your response is extra helpful, knowledgeable and lovely.
8. Ask questions
In your content marketing, whether that's emails, website, and social media posts, always ask questions. Aim to show a keen interest in your followers and subscribers and learn from their responses. Go out of your way to encourage feedback. The more you take feedback on board, the better you'll understand your audience.
If that all sounds tricky, I can help make your marketing easier. I can take care of your marketing messages or help you to get organised with a marvellous marketing plan.
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