Nowadays, everyone is trying to manage a business and brand that sticks. Businesses and marketers are very busy with multiple channels, campaigns, metrics, projects, and deadlines. To stay competitive, business and marketers should be asking themselves these 5 questions.
- Who are your target audiences or personas?
This is Marketing 101, but you’d be surprised how easy forgetting about this fundamental question is. Approaching every project thinking first and foremost about your audience should be second nature. This would also be why your company exists. You’ve missed the market if you’re not targeting or providing value to a specific target or persona.
If you’re just getting started, establishing audience personas will take some due diligence and a fair amount of market research (try your CRM or client files). But it’s well worth the effort if your campaigns are to have the most impact.
- When is the right time to provide value?
After creating target personas you need to understand their job details and where they spend their time looking for information. When you identify your audiences’ primary job responsibilities you can zero in on the various pain points they face daily. With that knowledge, you can tailor your message to fit what your audience needs.
Also, your target audience will inevitably spend time looking for new information and consuming content. You need to know where this so you can provide informative and quality content. That is where your brand’s message also needs to be.
- What is keeping your audience up at night?
Even if we don’t want to, we all take our work home with us from time to time. These concerns can offer insight into how to reach different customers. While this may not be easy, by doing some strategic research, you can learn a lot about your audience’s needs. This will help you to provide valuable content and deliverables to your personas.
- What will make you stand out from the crowd?
The marketing market is saturated. This is why you need to see a piece of marketing a few times before it resonates. People experience a steady flow of content from multiple sources: emails, social media posts, traditional advertising, and many other channels. Keep it short, sweet and simple. This is how your message will stand out.
Keep your audience’s attention by having a clear, focused message about the solutions you can provide that will address their pain points. Be sure you provide value and consider offering an incentive.
- What action do you want your audience to take?
The call to action (CTA) is could be considered to be the most important part of any marketing message that your audience receives. Use 1, maybe 2, CTAs at a time. If you have multiple CTAs, your audience will likely become distracted and confused and less likely to convert. Make sure the CTA is easily visible and engaging follows through with the action it presents.