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  • Writer's pictureFormation Marketing

Why Businesses Should Consistently & Strategically Reach the Right People

Updated: Nov 6, 2023

Seth Godin outlined that any business brand represents “the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Any cohesive, unitary brand strategy relies on targeted reach. Some businesses only want to broadcast their message to a broad audience. But this is wrong – it is so much more important to have a cohesive brand strategy that resonates with the right people who are genuinely interested in the services offered and have a suitable budget.

The result? Recognition and trust create a magnetic pull that draws in your ideal customers and keeps them engaged, acting as a magnet, attracting and retaining those who share your brand's values, aspirations, and expectations.

Why Should Businesses Deploy a Cohesive Brand Strategy

Reaching the right people at the right time is critical to building the best brand strategy. Plus, your brand's strategic coherence is strengthened when your outreach activities are well-received by people who share your brand's expectations, memories, stories, and connections.

Repetition is memorable. Consumers gravitate towards familiarity. Consistency fortifies brand recall, whether it's a recurrent logo, theme, or colour palette. Every marketing collateral reinforces your brand's identity, from digital ads to physical signage.

Besides, a cohesive brand strategy is synonymous with recognition and a sense of reliability - 71% of purchases hinge on trust, and this cohesiveness drives it quite a lot, according to 5WPR. Businesses can transform casual observers into loyal advocates by consistently presenting a unified image and engaging authentically across platforms.

Brand consistency isn't just about aesthetics; it's a revenue catalyst. When consumers recognise and trust a brand, they're more likely to make a purchase and return. In this game of perceptions, a coherent brand is synonymous with reliability, encouraging both initial sales and repeat patronage.

How to Target the Right People

Before anything else, companies must meticulously analyse their target market's interests and view it as the compass guiding content development.

Content, as the vessel of engagement, must be exquisitely tailored to cater to the intended audience's unique needs, interests, and preferences. And yet, the litmus test of any content's worthiness is its capacity to offer genuine value. Hubspot reveals that less than half of markets (42%) truly understand the basic characteristics of their target audience, like their name, gender, or location.

  • List Target Attributes: Begin by identifying the specific attributes of your potential customers that align with your product's benefits. Are they younger or older? What needs are they looking to fulfill? How frequently would they use your product?

  • Demographics and Psychographics: Delve deep into demographics like age, marital status, location, income, and education. Then, layer this with psychographic insights, understanding why customers might choose your product.

  • Problem-Solution Alignment: Understand what problem your product or service addresses and tailor your marketing to highlight this alignment, making it resonate with the audience who needs this solution.

  • Customer Feedback: Engage with your current customers and glean insights into their perspective. Why did they choose your product? Use this feedback to fine-tune your marketing approach.

  • Competitor Analysis: Study your competitors' customer base to understand their buyer personas. Recognise the differences and unique selling points that set you apart and appeal to other customers.

  • Test Your Audience: Finally, put your theory to the test. Craft sample ads and market them specifically to your target audience. Monitor responses and adjust your approach accordingly.

So, What’s Next?

After you identify your target audience, you should…

Adapt Channel Outreach - After identifying your target audience, the next crucial step is selecting the most apt channels for outreach. Each platform carries its own distinct requirements in terms of writing style, content length, and format.

Integrate the Demographics - Consider the demographics you intend to reach. Traditional bastions like newspapers and magazines still sway if your sights are set on a more mature audience. However, Instagram and Snapchat might be better alternatives for the younger generation.

Time the Posting - But timing is of the essence too - a consistent posting schedule doesn't just maintain visibility; it builds credibility and fuels engagement. Diversifying your content portfolio with articles, videos, podcasts, infographics, and other media intrigues the audience.

Deploy Analytics - Analytics should be indispensable, guiding you toward what resonates most with your unique audience. Businesses must build a digital ecosystem that sparks conversations among the target audience.

Concluding Thoughts

Key take-away? Businesses looking to succeed in the long run should put equal emphasis on targeted reach and establishing their brand's strategy. Consistency in branding efforts helps establish trust with consumers, which in turn boosts first-time purchases and long-term loyalty.

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