Fostering Connection Beyond Sharing
What’s the number one mistake we see from our clients today?
In today’s world of modern marketing, grabbing your customers’ attention seems like a daunting task. With an insurmountable list of things to do or staffing below industry standards, many marketers today are pushing content and programs that underwhelm their target market. In the endless scrolling of digital content, what is going to make your next customer stop, listen, and eventually purchase?
We have all seen it so many times, brands posting about their conferences, company awards, and events. Sometimes it’s easy to spot a fake from ChatGPT, but with the new generation of customers, it’s not enough to just fill in your channel with more white noise. Your next generation of workers and customers are demanding more from brands and putting their money behind those who share who they truly are and stand behind their word. So what is the right balance between what is appropriate to share and just not enough?
We are sharing a few tips on what we call the ARM method when it comes to connecting with your audience:
1. Authenticity
a. In a world of AI, it can be easy to push the button for automated creative. Before you hit send, think about how the content will impact your brand and your trusted relationship with your audience. Instead of hitting the easy button, listen to your audience and find out what they want to hear about or how you can address their problems. Testing key messages and creative will help you understand whether a message will resonate.
TIP: Find a way to connect live with your target market this month, like an event, focus group or speaking engagement.
2. Relevancy
a. Timing is everything. It’s not enough today to push content related to you, there has to be a connection point with your audience. Get in the habit of knowing key trends, sharing expertise, and connecting with thought leaders. Your audience wants to know you are the expert and they can trust you for your expertise.
TIP: Knowing what’s important to your target market at this time can be found through market research. Add more relevant content to your strategy and you will see performance increase immediately.
3. Consistency
a. Follow-through isn’t only rewarded by the algorithm, your consumers will trust you the more frequently you share with consistent branded messages. Content must be shared 14+ times (yes 14!) to increase the probability of recall and get your message through the cluttered market.
TIP: If you aren’t sure what to say or how to say it, find a trusted provider to outsource your branded messages to increase online engagement and community.
Don’t know where to start? Our digital marketing experts can help you identify key messages and deliver a marketing strategy to connect and reach your customers. Schedule a conversation with us today at abbey@conversatelab.com.
