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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.
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:
“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.
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:
“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.
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:
“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.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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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.
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.
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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.”Â
“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.
“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.
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