How to Improve Your Brand’s Communication Strategy
Marketing has become consumer-driven, which means your brand must be able to effectively communicate and engage with your ideal target market. In order to do so, you need to fully understand them and be able to communicate in a way that will speak to them directly. With the right communication strategy, you will be able to expand brand loyalty and foster relationships with potential and current customers.
What is a Communication Strategy?
Whether your company is looking to gain new customers, spread awareness or develop a stronger organic search, communication strategy is the answer. The ability to communicate the meaning of your brand with your target audience helps to build lasting relationships and brand loyalty. All relationships are built on a solid foundation of trust, which can only be done if you can communicate with your potential and current customers on a personal level. Social media platforms are key to engaging directly with your target audience.
Learn to Effectively Communicate with Your Target Audience
Identify Your Buyer Personas
Buyer personas are fictional characters that are created based on your ideal target audience. This is key to your entire communication strategy, as you need to understand who you are speaking to. After extensive research on your buyer personas, you will be able to gain a sense of the type of content they find compelling and often interact with.
Humanize Your Brand
This is a very important communication strategy. Rather than selling to your consumers, have an actual conversation with them. Be fun, authentic and relatable, while keeping a sense of professionalism to maintain credibility. The best way to reach your target audience is by sharing content that they will enjoy and want to share with their social network.
Content is King
Your goal is to get users to share your content on social media, which helps increase your social reach and following. If you are not posting content that your target audience finds relevant or engaging, then you are wasting your time. This is why it is so important to understand your buyer personas, so that you can create content that will resonate with them. Learn their pain points and speak to them with answers and solutions that satisfy their needs. Also, don’t always focus on your brand or industry. It’s great to share entertaining and interesting material, such as a funny YouTube videos, which will also help to humanize your brand.
For example, at Fat Guy Media we often change our social media icons to highlight something relevant, such as Shark Week, while incorporating our sense of humor.
Promote User-Generated Content
Today, 80 percent of online content is user-generated, which is content created by consumers and publicly available online to other users. Leverage the power of content contributed by your audience to promote your brand by hosting contests, encouraging customer reviews and asking for their opinions. User-generated content will help to get a better understanding of your target audience, add value and credibility to your brand and increase your website traffic.
Use social media as a prime source to show the public how great your company’s customer service truly is. Rather than sending a user a few links or a generic response to answer their question, reply with helpful answers that shows that you took time to look into their issue and that you actually care. Not only will this help to build relationships and trust, but it will also show the public that you care about your customers.