It’s not easy to get your marketing message seen. On average, we are hit with as many as 10,000 ads every day. Yup, 10,000!
There are so many marketing channels to choose from. Which is wonderful, but not when you’re trying to land business. In order to get a client to fully understand how you can help them and get closer to a sale, it can take as many as 20 touchpoints on multiple marketing platforms.
If we focus solely on one of the platforms, social media, most people bounce around between seven social media networks monthly.
So where to begin?
Here are a few tips to break through the bombardment of countless daily marketing messages and reach your ideal client.
1. You are most likely NOT your customer.
As much as 40 percent of your marketing success (defined as closing a deal) depends on your audience. Before you even begin writing your website, social media posts or blogs, make sure you have a crystal clear picture of who you are talking to. Here are a few things to consider:
- What are his/her hobbies?
- How old are the kids?
- Rescue or purebred dog?
- What social causes are most important?
This will help us start to understand what language your customer will best respond to. Should you take a casual and humorous tone or be more serious and formal? The more you know about your audience, the more strongly your message will resonate.
In a world where people are constantly bombarded with information, simplicity is key. Another 40 percent of the chance of making a sale depends on your offer. Your message should be clear, concise, and easy to understand. Avoid using jargon or complex terminology that may confuse or turn off your audience. Tell your prospects how you can solve their pain, whether that’s through a unique service, lower price point or maybe a program that’s doable with busy schedules.
3. Pick Your Personality
The final 20 percent that determines the effectiveness of your marketing message is how your material is presented. This includes the visuals you’re using. We’re talking high quality, customized photos, videos, graphics and infographics that reflect the personality of your ideal customer. Too many sites use stock photos. We all know they’re stock photos. Spend the $12 to get a photo that’s a better fit. Use a great video editing or design tool like Envato or Canva to amp up the professionalism. It also means using humor, creativity, or emotion in your content. Consider using storytelling techniques to create a narrative that your audience can relate to.
4. Go to where your audience “lives”
You want to make sure that you use an omni-channel approach, posting, and advertising on multiple channels. That includes social media, texts, emails, paid ads, and traditional media such as TV, radio, and outdoors.
Consider where your target audience spends their time and tailor your message accordingly. For example, if your audience is primarily women between 18 and 34, focus on Instagram. If they’re more likely to respond to emails, make sure your message is optimized for that channel. Here’s a surprising marketing trend: Direct mail is back, especially for small businesses. Many marketers report that direct mail in 2023 delivers the highest return on investment (ROI), engagement, and conversion. Even among millennials.
5. Be authentic
In a world where consumers are increasingly skeptical of marketing messages, authenticity is critical. Be honest and transparent in your messaging and avoid making false promises or overhyping your products or services. Your audience will appreciate your honesty and be more likely to trust you in the future.
Getting your marketing message to break boldly through the noise requires a deep understanding of your customer, a clear and concise message, memorable visuals, and deep authenticity. By incorporating these marketing tips and strategies, you’re on the right path to building a marketing plan that grabs your share of attention and resonates with your target audience.
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