There are no right or wrong answers in creating a compelling marketing strategy – these four ways can be used for different brands (products/services). It’s simple – Know who you are selling to, how to sell to them, and where you can find them. Do this and you will be well equipped to grow your brand in 2020            

1.Find the right target audience and where they spend most of their time

There are different types of target market groups, and it is important to know the “make up” or details of each – This will help you distinguish where your product or brand belongs and who is more likely to engage with your brand. Knowing who your brand appeals to the most comes in handy when it’s time to define your marketing strategies and plans, while also helping you make accurate business decisions.

You, however, do not have to be limited to a specific group. You can find that your target audience consists of different groups that have overlapped due to a common thread. There is no need to create varying messaging and strategies for such groups – Find the common thread and expand on that so the messaging is still clear and uncluttered.

Think through the below attributes of who you are selling to:

  • Gender, Age, General Income Level
  • Life Situation (i.e. Mom, Career woman, Father, Student etc)
  • Interests (Where they focus their attention, spend time, or like doing)
  • What voice(s) appeals to my target audience (i.e. who they listen to and trust.

2.Think through the different channels of communication to use

At this point, your target audience has been defined extensively and you are now looking for ways to send the message across – You need to ensure that you meet your audience group where they spend most of their time. Say for example, your target audience includes students and stay-at-home moms – They Are most likely to spend most of their time on social media platforms. You can start looking at influencing them on the platforms through voices and tactics they can trust and listen to.

It is not the same for each brand, but you need to think through how to connect with the audience. To achieve this meeting your audience in their circles may include (but is not limited to):

  • Being active on social media (specific to the target audience and brand
  • Joining a local or online club/group
  • Joining interest based online forum
  • Building a website and investing in SEO marketing
  • Hanging flyers in store or handing them out on location
  • Partnering with other trusted businesses for referrals
  • Paid media Advertising
  • Traditional Advertising (Newspaper, Radio and TV ads)

Remember that each channel you use should give you the most exposure and build brand trust.

3.Define the brand voice for your brand

This step comes after you have defined your vision and mission as they impact the brand’s direction. Not all your general business goals will be measurable, but it is advisable to always keep a record of growth in KPIs such as profit and traffic. Once you have a firm grasp of what the purpose of your brand is and where you want your business to go, it will become easy for you to define what you want your business voice to be.

The below questions will help you work on the tone of voice for your messaging

  • What am I trying to sell my customers? Is my product/service worth purchasing?
  • What do I want my customers to follow through on? (Purchase, sign-up, read etc.)
  • Where do I connect with them?
  • What tone of voice is for the chosen platforms of communication?/

4.Connect your brand voice with a plan to promote your business

This does not have to be a detailed plan of execution, but an establishment of the general means that you plan to use for promoting the brand. Start thinking about whether you want your brand-customer relationship be relational or transactional, and short-term or long term. A target audience that spends a lot of time online, is more likely to react positively to a transactional relationship – Promoting your website would be a strategy worth looking at.

For a more relational relationship with the target audience, you could take advantage of the audience interests and use the following tools to gain brand trust and reliability

  • Start an email list for regular updates on products/services
  • Starting a Facebook Group to foster relational interactions based on similar interests
  • Digital Advertising
  • Competitions
  • Vlogging

Contact us today on creators@venaycreative.co.za and we will help you create a full proof marketing strategy for your brand.

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