It’s a marketing jungle out there. According to studies, the average person is expected to see from 4,000 to 10,000 ads per day. With so many advertisements circulating around on so many different mediums, it’s tough to stand out from the crowd. With rising competition and more messaging out there than ever, organizations face the opportunity to set themselves apart from competitors and connect with their audience. Below are steps to ensure that your messaging is on brand and sets yourself apart from the competition.
Be Clear and Consistent​: When a prospect reads your organization’s enewsletter, visit your social media pages, see an ad, or meets with a sales person gets a pamphlet, is the message consistent on all these touchpoints? Do you call your audience “clients” or “customers”? There is no right or wrong answer. However, when you are inconsistent with your language and when your organization present yourself one way and your messaging says another, you confuse and lose your audience. The most delightful on-brand messaging features consistent terms throughout all touchpoints, providing your audience with a positive experience. Being clear and consistent with your organization’s language also allows for the opportunity to get creative with your messaging. For instance, when you go to Starbucks, you don’t get a “large” coffee – you get a venti! Like Starbucks, find language and terms that speak directly and strikes a chord with your audience. Need some help fine-tuning your brand identity? Contact Webolutions today.
Clearly Define Your Target Personas​: An organization’s persona is anyone who purchases your products or becomes a member. It’s likely that you may have four personas and you are looking to craft messaging for each persona. As you define your personas further, be sure to closely examine who are they and how they arrive to your website. Also ask how they make a buying decision. As they become more of a person, also ask what has happened in this person’s life to care about your business offerings. Defining and crafting your personas will inspire your organization to further set ourselves apart from the competition and better find its niche in the marketplace.
Stay Informed and Data-Driven: There is no shortage of data an organization can review, but are you looking at the right data? One of the best figures your organization can review is keyword analysis. Researching keywords and identifying how well you score for specific terms and the volume of searches based on those terms. You may be surprised what you rank for, but it’s also important to note where you may not rank. For example, if you are a local insurance company, scoring on page 1 of Google may not be reasonable when it comes to general insurance terms. Look for local terms, such as “Denver insurance” or “Englewood insurance” to see what prospects are searching in your area. Of course, data analysis is never a one-and-done deal. It’s always a good rule of thumb to take a look at the data against your competitors to identify opportunities for growth.
Uniqueness Matters: As we mentioned before, it’s more important than ever for organizations to have their messaging stand out and connect with their audiences. One way to do this is to clearly identify how your organization is the only of its kind to offer (fill in the blank). Your identity could highlight a great customer experience or unforgettable service. Keyword research helps and assist this as well as differentiated messages from your competitors. Keep in mind that your brand messaging has a theme and reflects the values and identity of who you are as an organization and the experience you offer.
