It’s a cliché, but it applies to every brand.
A brand needs to be a beacon of hope, a beacon for people to turn to when they want something but can’t find it.
But what is the best way to get that message across?
We asked five marketing pros to help us decide.
Get the right content, right now.
“What we’re going to do is say to people, ‘Hey, you’re on a journey to get to where you want to go,'” says David Blitzer, director of strategy and research for Creative Marketing Agency.
He recommends getting the best content for your business right now, but also getting it right now so it’ll stand out from the crowd.
“We want to get the best of the best,” he says.
“It’s going to be an important part of the conversation.
And it’s going’t be enough, and it’s not going to solve the problem.”
For the best, you’ll want to invest in the right brand-specific content.
“I like to say that if you have a really cool product, and people love it, and they say, ‘Oh, this is awesome, this makes me feel better,’ that’s a great story,” says Dan Cote, founder of Cote Design.
But if you’re just launching into the market, he says, you can get that story out in a short period of time.
“So when you look at content and you’re looking at an existing product, you might not be able to do that with a brand new one,” he adds.
“You want to be in the moment, with your brand, and having something to say.”
Get to know your target audience.
“Do you have someone that is more likely to be receptive to your message than a person that is a bit more cynical?” says Mark Smith, the chief marketing officer for Content Marketing Institute.
That means it’s worth being open to getting to know the demographics of your target market.
“If you can’t get that person to see your story, then you can only make them a less likely convert,” he suggests.
“And that means you need to have a strategy for getting them to see the value.”
“When you have people who are receptive to the message, it’s a little bit different than if you’ve got people who don’t, or don’t really care,” says Blitzer.
“That’s when you need a more robust strategy.”
Use a targeted approach.
“The best strategy is to be very selective with what you’re putting in front of people,” says Cote.
“When it comes to getting a particular target group, the only way to make that happen is to go in there and really engage with them.”
So Blitzer says he tries to target ads to specific audiences based on things like location and demographics, and he’ll make sure his ads are clear about which ones work best with which audience.
You might want to look into targeting people based on what they’re likely to buy.
“A lot of people would love to see their children or grandchildren wearing a particular product,” he explains.
“But they don’t want to have to pay for it.”
Think about your audience.
Blitzer suggests using a content marketing system called Targeted Audience.
“With a Targeted List, you create a list of people that you want them to talk to, and you give them a set of products and ask them to give you feedback on those products,” he said.
Then, you have the same list of product categories that you use for ads.
“Now, that’s the perfect way to build a list, because you’ve already got a bunch of people in the world who are interested in the same thing.”
Blitzer advises starting with a single, simple list.
“Just get them to the bottom of your list, then make sure that there are no products that they don,t, or dont like, and there are some things that they might be willing to pay more for,” he advises.
“Or they might want more of a specific product.
And that might be something like a smartwatch.
And then maybe you add something else, like a watch that you like, a specific brand, or maybe you want the latest technology in the market.”
Choose the right type of content.
Blitz suggests creating a video to give your target group an opportunity to engage with you in a structured way.
“In that video, you need an audience,” he points out.
“One of the things that we’re looking for in a video is a lot of different things.
A lot of times we want to engage people, but not just a video.”
So, Blitzer recommends creating an engaging video that’s engaging and interesting.
“Maybe it’s talking about how the brand works, or the story of the product, or something about the company, or a product they love