Creating A Lasting Marketing Message

People often ask me how we’ve been able to grow a Facebook audience of over 250,000 baby boomers. They are surprised to hear that many baby boomers are on social media at all.

And yet they are. Baby boomers are one of the fastest growing social media audiences and connecting with them is the most fun part of my job.

I don’t think it’s really a secret, but when it comes to creating a lasting marketing message, authenticity is the key. Be a real person in front of your audience every single day. Let them see you on your good hair days and the days where you are recreating Big Hair from the 80s.

Social media followers crave your authentic self, and if you show that to them, you’ll soon be surprised at how many fans you can gather.

Here are some of my best tips for creating authenticity that will help your marketing message to go the distance.

Know Your Audience

The first step in solidifying your message is to understand who are talking to. Think about your audience – who are they? Where do they live?  Where do they get their news and information? What are their hopes and dreams and fears? What is most important to them right now? Why would they potentially choose you over your competitors?

Call a few of your clients and ask them these questions, or if you have a small audience already, poll them and get answers straight from them.

You can’t connect with people that you don’t thoroughly understand, so spend some time getting to know them as well as you know yourself.

Give Your Perfect Client a Name

Once you’ve got a solid understanding of your audience, picture your ideal client in your head and give the client a name. This is called creating your avatar and it’s a genius trick I learned from following Marie Forleo.

If you sell women’s clothing, then picture the woman who would become your very best customer. Give her a name and then fill in all the other blanks. Where does she work? How old is she? Is she married or single? What did she do for fun last weekend? Is she confident or mousy? Does she love her job?

My Ideal Client:

For example, I sell Medicare insurance. My ideal client is Bonnie, age 64, married with three kids and 7 grandchildren. She’s getting ready retire and is looking forward to travel and spending time with family. Once a month she gets together for dinner and wine with three of her best girlfriends. She is funny, smart and completely computer literate.

Bonnie has been at the same employer for years and her insurance plans have always been chosen for her by her employer. Now she is getting ready to retire and is facing down the beast that we call Medicare. She is bewildered and overwhelmed by all the moving parts and thinks it is ridiculous that the federal government would expect her to figure this out on her own.

The last thing she wants to do with her spare time is use it to learn Medicare, so if I want her business I need to be brief and bright.

I can help her.

When I write a blog post, I often picture her in my head and if I am doing a live video, I don’t think about the 300 people watching me. I just talk to Bonnie.

Works so well – I know it sounds hokey – but just give it a try. You’ll be amazed at how easy it is to write or talk to your perfect client once you have created him or her in your head.

Quit Copying

Many new entrepreneurs fall victim to comparison syndrome. You spend far too much time comparing your beginning to someone else’s middle or finish line. Don’t worry about the other people in the industry who are farther ahead of you. There is plenty of business out there for everyone.

When you are out there stalking your competitors’ website and obsessing at how far ahead of you they are, you are wasting valuable time during which you could be do something else that would move the needle in your business. Put together your own website and your own content.

Stop stealing someone else’s headlines, logos or video topics. No one is going to feel you are authentic and trustworthy when your marketing materials are a blatant rip off of the more established businesses in your same space.

If you want to stand out, you need to be different. Hire some creative people to help you brainstorm if you have trouble being creative on your own.

What can you put together today that will set you apart from everyone else in your space?

Stay Consistent

No marketing message succeeds over the long term if you are sporadic about it. You need to be consistent. Set a schedule and stick to it. Go live on Facebook page on the same day and time every week. Spend a Saturday brainstorming 52 topics that you can discuss. Then pick one every week and go to town on it.

Your marketing message can’t last if your audience only sees you once a quarter. This may require you to step outside your comfort zone. So be it.

I go live on social media even on days when I really don’t feel like it because I know that consistency is the key to building brand awareness.

Always Engage

Another mistake I see on social media is when the business puts out a post and then never responds to the comments on it. Take some time every day to write an intelligent response to people who have commented on your blog or social media post or Youtube video. Ask a question back to them to get them to comment again.

All of this builds your engagement level and if you haven’t figured it out by now, we are going for the snowball effect here.

To download a short PDF that covers these 5 points that you can easily take with you, click here.

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