Connect with us

SOCIAL

3 Steps for Establishing a Core Marketing Message

Published

on

3 Steps for Establishing a Core Marketing Message

As we step into a new year, it’s worth revising and refreshing your marketing plan, and ensuring that you have the right strategy in place to maximize your results.

If, indeed, you have a strategy at all.

While all the big brands definitely have a concerted, coordinated strategic plan in place, many smaller businesses are still largely winging it, often switching between different social media marketing trends and advice, in order to maximize their reach and brand awareness.

A take-it-as-it-comes approach might work for some and following the advice of various web commentators will generally have some merit. But before you do any of that, you need to establish your marketing goals, and the core focus of your communications plan, in order to ensure that everything you post online, or share on your local bulletin board, or wherever else, is driven by your central foundational aims.

So how do you do that? Here are three key tips.

Advertisement

1. Define your “why”

Any regular readers of Social Media Today will have likely read our advice on this before, but it bears repeating at regular intervals to ensure that marketers take in the key lessons of the exercise.

Back in 1996, Harvard University researchers James Collins and Jerry Porras authored a series of papers on building a company’s vision, which aim to simplify and streamline the process of establishing clear marketing goals, to ensure that your messaging not only communicates your key sales activation, but also resonates with your target audience.

In order to help guide brands on this, Collins and Porras established an exercise they called “The Five Whys.”

It works like this:

  • First, you start with a statement about your business, relative to what it is you do. That statement will be either “We make X products” or “We provide X services” respectively.
  • Based on that statement, you then pose the question: “Why is that important?” You can either then answer this yourself, or Collins and Porras recommend getting all of your executives/leaders to answer this as part of the exercise.
  • So, as an example, let’s say you run a hairdressing business. You might begin with: “We provide hairstyling services.” Why is that important? “Because people feel good about themselves when they look their best.”
  • From there you dig deeper again, asking the “Why is that important?” of your first answer, then your second, and so on, ideally digging deeper into the response five times by testing each subsequent response.
  • So taking our hairdressing example and the first answer: “Because people feel good about themselves when they look their best.” Why is that important? “Because self-confidence helps people feel free to be their best.” Why is that important? “Because when you’re at your best, you can achieve your goals.” Why is that important? “Because people want to get the most out of life.” Why is that important? “Because happiness and fulfillment are everybody’s ultimate aim.”

Based on the five whys, we’ve dug deeper into the true aim of a hairdressing business. It’s not about cutting hair and selling hair care products, the surface-level activities of your brand, it’s actually about helping people build self-confidence, and ultimately happiness stemming from that.

Based on this insight, you can then establish a mission statement:

Advertisement

“We empower self-confidence and happiness in our clients”

That then gives you clearer guidance for your marketing. You’re not trying to pitch people on the latest products, you’re trying to help them feel better about themselves. That, then, will be the angle for all of your ads, all of your social posts, all of your external messaging.

By digging deeper into your brand purpose, you’re then able to better sell to your potential customers based on what they want, not what you want them to buy.

That’s a much stronger angle for your marketing and much more powerful driver for your marketing messages.

2. Simplify your messaging into as few words as possible

The above exercise gives you your internal focus, but you also need to have a simple tagline for your communications.

Advertisement

Again, it’s important to consider what your audience wants, not what you think, as these are not always in alignment.

For example, Nike’s internal branding, based on the five whys methodology, is:

“To experience the emotion of competition, winning, and crushing competitors”

But Nike’s tagline, of course, is “Just do it.”

You see how the two messages align?

Taking our hairdressing salon as an example, using our purpose-driven focus brought us to: 

Advertisement

We empower self-confidence and happiness in our clients”

You can then hone in on the key elements to make it a more resonant, responsive focus for your external branding:

“Helping you find the best version of yourself”

Okay, that may not be amazing, but you get the idea.

Based on this, you can then use this message in all of your external communications, repeating the notion as part of your broader branding. That, again, should also be tied into every social post, every video clip.

The aim of brand messaging is to reinforce this message, as repeated examples of such are how you actually build a brand identity.

Advertisement

3. Update your social profiles

From here, you can then update your social profiles with your external message, while also communicating the key elements of your business ethos to all of your staff, marketing or not.

The more you can embed this core messaging into all elements of your business, the more you can establish this as a branding linkage with your clients, and get them more aligned not only to your business, but to your actual brand, by aligning with their needs and desires.

The exercise here is designed to ensure that what you say and what you do are connected, and that your messaging is more attached to your clients’ thinking.

Sure, you can just wing it, and try to come up with creative ideas every other week based on the trend of the moment, and you may well have some success that way. But that is not how you build a brand.

As per Collins and Porras:

Advertisement

Companies that enjoy enduring success have core values and a core purpose that remains fixed while their business strategies and practices endlessly adapt to a changing world.”

Understanding your true business “why” is key to building a foundational approach to marketing, from which all of your messages will bloom.

Purpose, commitment and consistency are how you drive ongoing brand performance. 

Bonus: It is also possible to use ChatGPT to run through this exercise, which will provide you with varied responses to help expand your thinking.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

Advertisement

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

Advertisement



“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Advertisement



Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS