Cutting Through Marketing Noise
With people spending unprecedented amounts of time at home in 2020, it should be no surprise that social media usage skyrocketed during the Covid-19 quarantine. From March to May, 49% of adults reported using social media more and for longer periods. Facebook alone saw a 44% increase in traffic in March 2020.
For several years now, it has been important to bring your brand and your message online if you wanted it to get noticed. But now, with internet usage growing each month, it’s absolutely essential.
But how do you break through the noise online to get the attention you deserve?
The answer is simple: Your Brand.
You may be asking yourself: What does my brand have to do with getting my message out there? How is that going to cut through the noise of all the other brands vying for a customer’s attention?
Well, before you can even think about writing content or social media posts, it critical to make sure you are absolutely CLEAR on what your brand is and what you stand for. You have to know yourself what distinguishes your brand from others before you can communicate that to your audience.
To get this brand clarity, there are THREE fundamental questions you need to ask yourself about your brand.
WHO IS YOUR HUMAN?
Try to determine with whom you want to connect when it comes to your brand. Who is it that you care deeply about? What kind of person will be best served by your brand?
It’s that person you want to aim for. It’s that person who will hear you through the online buzz because what you have to say is specifically for them.
WHAT DO THEY CARE ABOUT?
Once you know who your human is, it’s time to think about their needs and their interests. What do they care about? What keeps them awake at night?
Understanding your people and their specific pain points will help you tailor your marketing strategy to address their needs. This in turn creates an emotional connection between your audience and brand, one that really resonates with them.
WHY SHOULD THEY BUY FROM YOU?
You now know who your ideal audience is and what their pain points are, so it’s time to answer this final question: Why do they need YOU above all others?
As I work with businesses on their brands, I’m always surprised by how much they tend to downplay this part of their marketing message. However, in order to create a strong branding position in your market that gets you the attention you deserve, you have to TELL them why they should pay attention to your brand, why they should pay for your service or that premium. What sets you apart from your competitors? Why should prospective customers choose to work with you?
Once you answer these questions, you will literally transform your marketing message. That message will then get you some attention in a really noisy world.
