The digital landscape has continued to evolve to become an integral part of everything we do. As such, many businesses have come to agree that digital and mobile channels provide an immense opportunity for customer acquisition and retention. But how can brands key into and optimize this opportunity?
The key is COMMUNICATION!
The transformation from being just an organization into a brand name that resonates with its customers can’t be achieved overnight. However, with the right and clear brand communication, your customers can turn your product/service into a hot selling brand in no time!
Imagine the power to not just reward a loyal customer instantly, but also handle and retain a disgruntled customer with tact and ingenuity at that very moment when the user shares a bad experience. Having an effective brand communication strategy is a surefire way of winning your customers’ approval and building a strong relationship with your consumer. So how can this be done by a brand? Let’s dive in!
1. Finding Your Brand Voice
In finding the right voice for your brand, you need to first figure out the following:
- Identify your USPs
You need to identify and understand what you’re going to talk about. What is the USP (Unique Selling Proposition) of your product that sets you apart from others? How is your brand giving value to the customer?
- Identify your target personas
Learn and research your core customer groups. Knowing the kind of customers you’ll be catering to will help you strike the right chords when you’re communicating.
- Build a brand personality
After you’ve identified your USPs and personas, you then need to choose a personality to present to your customers. Ensure that your brand personality remains consistent throughout different channels and touchpoints. This will help consumers identify with your brand and connect in a better way.
- Select your marketing mix
When communicating digitally, it’s best to recognize the most high-paying and valuable channels for your branding exercises. Choose whichever media that suits your brand and is preferred by your target audience. Whether it’s social media, email marketing, or marketing event presentations, make sure it has the same brand voice.
2. Be Real
Ensure that all brand communication on your channels is genuine and honest. A humanized, empathetic, and authentic brand voice builds an immediate connection with the audience which is built on trust. Don’t make your responses seem forced. Tackle them with a humane touch, always.
3. Start Conversations
When a customer shares a positive experience, go further than just saying ‘thank you’. Give open-ended responses and strike conversations that help your brand find its humanized voice. People love it when a brand takes the time to have a conversation with them – one on one. Even if it’s a fun and playful conversation, people will remember your brand more for how you made them feel. When you reach that stature of having natural real-time and positive conversations with your customers, soon they will be the ones doing your marketing for you.
4. Create Relevant Content
In the world of brands, content is still the king. Creating content that appeals to the target audience and is yet relevant to your brand needs a bit of skill and practice, but it isn’t rocket science. It’s a wise and smart choice to always ask your audience to share, comment, vote, or suggest what they wish to see more of. When you listen to them, they will listen to you! In this way, your customers become the co-creators of your content.
5. Don’t Always Self-Promote
People don’t like brands that just gloat about themselves. Even in the real world, people don’t like those who can only talk about themselves. Similarly, brands that overtly promote themselves without offering any value to the client, are often at the risk of losing customers, and that too without any apparent reason.
6. Be Transparent
Being open and transparent, and letting your customers in on what’s going behind the scenes helps a brand earn the trust of customers. This practice not only helps the organization educate customers but also dispel rumors and improve brand awareness – all the while attaining a special respectful place in the consumer’s mind.
7. Not Every Time Sell. Sometimes Fun!
Post content that you think your audience will enjoy, just for the sake of fun and some light-hearted enjoyment. Do not put any link to your blog or any other Call-To-Action. This will send a strong message to your followers that you’re not just here to sell, but to delight and serve your audience. This will make the readers look forward to reading your content and also enhance the confidence they have in your brand.
8. Leverage Consumer-Generated Content
Pay close attention to what your customers are saying or sharing in forums/comments about your brand, even on your site. And when you know what they want, act quick and give them what they want. Leveraging user-generated content is not that hard as it seems. As customers continue to take co-ownership and influence their favorite brands, companies should work on improving their product offerings based on that. Simply share a consumer content and tweak your services/products/communication to give your audience exactly what they want.
With the advent of digital age, the focus is now not how to market your product to the consumer, but how to market your product with your consumers!