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Introduction
This week in the Entrepreneurs Newsletter
As business owners and entrepreneurs we're always working on some aspect of our business. This week I'm taking a closer look at securing your brand voice and engagement.
Reviewing a variety of ways to build up your brand voice and engagement. Regardless of the size of your business or where you are stage-wise with your business.
Whether you're just getting started or you're more seasoned. It is important to evaluate what's working and resonating with your target audience. Take it a step further and confirm that you're speaking to and targeting the right audience for your business.
Operate with strategy and purpose to get the results that you need for your business.
For those that like to skim for relevant articles of interest. Here is a list of what you can expect to see.
- How to Use Social Media Analytics to Combat Brand Indifference
- How to use content marketing to create your unique brand voice
- 4 Key Areas + Call to Action Button Ideas & Examples
- Why Do You Need A Customer Pathway?
- 7 Positive Effects of Quora as a Digital Marketing Strategy
- Create a Meaningful Marketing Strategy
- How Micromarketing Can Take Your Strategy to the Next Level
- What is a Dofollow Link?
Featured in this week's "Questions Business Owners Are Asking".
How do you overcome business stagnation?
How do to increase engagement with advertising and marketing campaigns?
Questions Business Owner Are Asking
HOW TO INCREASE ENGAGEMENT WITH ADVERTISING AND MARKETING CAMPAIGNS?
The struggle is real when it comes to getting people to engage with content. Social media in an overly saturated environment. So much so that consumers and businesses have become desensitized to ads and posts.
More than not you only have 3 to 5-seconds to stand out and show your relevance. While it may vary a bit depending on the content the overall concept remains. It is a tight window of time to differentiate yourself within.
Sticking with the theme of the 3 pillars of a business foundation. We’ve identified the problem. Now let’s take a look at the solution. The solution is within the strategy and approach.
Far too many businesses and marketers are going with a broad strategy with limited targeting. Mainly because they don’t know who their target audience is. Operating with the mindset of if they advertise to everyone they’ll find someone.
This is a costly mistake. Costly on several levels. These marketers are watering down their brand voice. Making it harder for audiences to understand who they are and what they stand for. Vagueness is not a good marketing strategy. Neither is a generic strategy.
Engagement comes from your brand messaging and voice resonating with an audience. By narrowing your focus to a specific target audience. You increase the probability of reaching and resonating with the audience.
I get that it can almost seem counterproductive to narrow down to get and reach more people. But it is a proven marketing strategy. The goal isn’t to reach everyone. It is to reach the people whose problem and issue you’re able to solve with consistency. By speaking to a specific type of person you’re telling them that you understand their specific need or issue.
This begins their customer journey and sets them on the pathway to convert from a prospect to a loyal customer. You can’t tell a broad generic group what’s in it for them. The same way you can to a specific group or type of person.
When you narrow your focus you create the opportunity to fine-tune your approach and messaging. Shape your brand voice and tone. Allowing you to take what’s working and do it on a much larger scale. The difference being you won’t be telling the world. You’ll be speaking to specific types of people all over the world.
Now that we’ve discussed the problem and the solution. Let’s take a closer look at the results. Increasing and gaining consistency in engagement.
When you’re speaking to the right audience for your product and or services. Providing relevant and helpful content beyond just trying to sell them something. You stand out and create a trust level in stopping to read or view your content.
That trust gains you brand acknowledgment. Opening the door for engagement. This is where strategy and purpose come into play.
Post surveys and content that allow you to learn more about your audience. Repurpose that feedback into your brand messaging and voice. Continuing to refine your marketing approach.
This strategy allows the consumer and or business to see more of themselves in your marketing and advertisements. Because you’re using their feedback and words to interact with them. Providing a familiarity that creates a comfort level.
A comfort level that moves them further through the customer journey and pathway. When you continue to use this marketing and brand-building strategy throughout the journey.
You’ll gain more insights that you can apply. Continuing the process of them seeing themselves within your marketing campaigns. This is a solid strategy for increasing engagement throughout the process pre and post-sale.
Advertising Tips
How to Use Social Media Analytics to Combat Brand Indifference
Learn how to use your social media analytics to overcome brand indifference. Maximize your results by tracking what resonates with your target audience.
Why I care: While it is known that you have to post to social media to build brand awareness. What gets overlooked is addressing brand indifference.
Get your target audience from "meh" and continuing to scroll to engaging with your content. By monitoring and making the necessary adjustments to be more than just another post or ad.
Brand Building Strategies
How to use content marketing to create your unique brand voice
What is your brand voice? Is it unique? Are you setting yourself apart from your competitors? Are you consistent with your messaging? These are questions that you have to be able to ask and answer when marketing and promoting your brand.
Why I care: Your brand voice is crucial to resonate with your target audience. It is the voice that tells people who you are and what they can expect from you. How they describe you to the next person who isn't familiar with your business.
Think through your brand voice and tone. Make the adjustments necessary to relay it in different forms to accommodate the audience on each platform. ex: Instagram is visual. You'll need to convey your message in a more visual way.
Helpful Tips
4 Key Areas + Call to Action Button Ideas & Examples
What are you using for your CTA's (call-to-action)? If you're not thinking it through and just going with the generic options. You'll get generic and lackluster results.
Selecting the right call to action can be just as important as the content that you're sharing. I'm sharing a quick frame of reference to CTA's that get results. Broken out by categories to make it easier for you to select the right one for you and your prospects.
Why I care: Choice of wording matters when trying to get people to take the next step in their customer journey.
When you consider where they are in the process and apply it to your call to action. It can get you significantly better results.
Why Do You Need A Customer Pathway?
Learn about a customer pathway and why it is needed for your business. A customer pathway goes by different names but it brings potential leads to the same destination. Prospect converting into a sale.
Customer Pathway should not be confused with a marketing or sales funnel. The difference is meaningful but often overlooked. Leading businesses to struggle.
Why I care: There are plenty of gurus out there that will give you recommendations that skip steps and omit details that can make a huge difference in your results.
What I'm focusing on are the details that get overlooked and the steps that you shouldn't skip as a DIY'er. The details and best practices are tried and true methods of getting results.
Marketing Strategies
7 Positive Effects of Quora as a Digital Marketing Strategy
Quora is a platform that people use to get answers to their questions on a variety of topics. A resource that gets overlooked for gaining and sharing insights.
Why I care: Fine-tune your messaging with your brand voice and tone. Working on becoming an authority in your industry or simply looking to build up brand awareness.
The use cases for Quora that I'm presenting are based on finding and engaging with your target audience. Gathering insights and creating personas that you can apply to your overall marketing strategy.
Create a Meaningful Marketing Strategy for 2021
Let's take a closer look at what goes into a marketing strategy and how to put together one that will work for your business.
Cookie-cutter strategies are time sucks that don't get you consistent results. They're hit or miss and make it tough to repeat the results.
Why I care: There are two bad habits that I hope to address with these newsletters. The oversimplification of tasks. As well as the overcomplicating of processes and strategies.
When you go into it with your eyes open and a clear plan that includes making adjustments. You stand not only a good chance of getting positive results. You can repeat the process and fine-tune it as your business grows and evolves.
How Micromarketing Can Take Your Strategy to the Next Level [+ Examples]
How widespread is your marketing? How are you deciding who you're targeting for your campaign(s)? Do you run multiple campaigns or just one overarching campaign?
This article discusses the benefits of micromarketing. A strategy that is helpful for small to mid-size businesses.
Why I care: I can't tell you how many businesses that I speak with that have the yell "Buy my product/service" method of marketing to anyone that will listen.
The thought is by targeting everyone they'll at least find someone. This is not a mindset that should be applied to your marketing campaigns. It lacks strategy and purpose. It leads to random results and engagement that cannot be analyzed and improved upon. At least not in a productive and efficient way.
Narrowing your focus will allow you to be able to test, refine and repurpose your messaging. It will also allow you to personalize it in a way that resonates and encourages engagement.
Search Engine Optimization/SEO
What is a Dofollow Link?
Are you using Dofollow links in your SEO strategy? Does your strategy account for Nofollow blocking links back to your website and others?
Learn more about the importance of the links and how to apply them to your SEO strategy.
Why I care: As a business owner you'll be contacted by countless vendors saying that they can help you with your search engine ranking. What I find is it is rare that they go into details about what they're doing to accomplish these goals.
Asking the right questions will help weed out the vendors with the best intentions and those just providing an offering that isn't sustainable or could do damage to your ranking by going about it through shady means.