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Resoundcast - the branding podcast from Resound, a creative agencyResoundcast is the premiere podcast for audible thoughts on branding, strategy, and marketing from Arizona's premiere brand agency - Resound. Author: Resound
Resoundcast is the premiere podcast for audible thoughts on branding, strategy, and marketing from Arizonas premiere brand agency Resound. Language: en-us Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Create Monopoly Power with Content: Understand Your Audience
Wednesday, 17 January, 2024
Did you know your content ideas can give you monopoly power in your market? That's because when you really know your audience, your content tells them what they're thinking and then answers it directly, helping them to know how to think about a topic. And when they think about your topic in exactly the way you do, you win. But before you can connect, you have to listen. Today, I want to talk about how authentic branding, paired with an understanding of your audience, will activate relationships at the top of the marketing funnel, and all the way down. Remember, this all doesn’t have to happen today. But if you’re intent on brand and service strategy by including your audience in the conversation, this process is for you. Don’t stress about doing this overnight. Keep it simple and then focus on the next thing. https://youtu.be/eggheR2Mgls Identify the Audience You Want to Understand "Understand who you should be talking to for maximum brand resonance." What does this mean? Brand resonance is a fancy way to say your brand makes sense to your audience. Have they been beaten over the head by the industry, and you’re making them feel like you’re on their side? Do they have a frustration with the industry that you’re solving? You know, because you listened? Are they sick of seeing every firm acting like every other firm? In a world where everyone’s trying to be relevant and current, you stand out by focusing on what’s important. You rely on your values and brand personality, showing that you care less about impressing people with external things and more about timeless values—focusing on things that really matter. Define your ideal client by creating a persona. This process involves going to different resources and finding out where your potential clients hang out. The key is to place your brand where your ideal clients already are, as they usually won't come to your brand on their own. Give the persona demographic data, problems they're encountering, key values they hold, and psychographic information about how they think. Demographics can encompass details such as income, job title, type of firm they work for, and the size of the company. Understand Your Audience Using Inside Knowledge "Tap into internal insights to authentically reach your target market." All this means is that you should talk with other people in your firm about your clients. Build an understanding of who they are based on shared internal knowledge. What's going on when they're trying to take their kids to school? What's going through their mind when they wake up in the morning? Is there anything you don't know about the cycles of their business? So it’s not a scientific study or focus group. Oh well. It’s easy to do, and It’s more information than you had before, and now you can test the insights you gain from each other in other ways, such as by talking to clients. Plus, it builds a client-focused culture and lets everyone know that you’re interested in providing leads for them. Understand Your Audience's Preferred Channels "Explore unconventional marketing channels" Simply put: Find where your audience hangs out and engage them there. This is the core question of all media buying. Do they all have offices in the same part of town? Do they all go to the same hot dog stand or deli for lunch? Are they all in one LinkedIn group? Related: how does your competition try to reach them? If everyone’s using the same medium or marketing channel, you just need to think things through. Maybe you go back to sending postcards or invite them to a webinar. It helps to go back to your brand and product, and just think “Wouldn’t it be cool if we could advertise on a blimp downtown.” You may not pull that off, but that’s the kind of thinking that leads to some pretty cool ideas. Understand Your Current Audience "Use existing client patterns to identify your ideal customer profile."
