Every day, we’re bombarded with a million different competing marketing messages. Companies are trying to get you to go to their website, or fill out this short survey, or sign up for their free webinar.
Yikes. No wonder 57% of consumers avoid brands that target them with poorly thought out marketing messages.
That may sound scary but it’s actually good news for your business. It means that salesy ads and picture-perfect graphics aren’t what anyone is really looking for. Customers are looking for an authentic marketing message.
Branding that Gets Noticed
Everyone knows that branding is important, but many businesses overlook one crucial element: their messaging. Your message is the voice of your company.
It’s what lets your customers know what you value and what sets you apart from your competitors. Let’s look at four ways you can make your marketing message stand out in a crowded market:
1. Don’t make it about you
One of the biggest mistakes most companies make is that they make their messaging all about them. They get caught up in self-promotion and only talk about their products, their company, its achievements, how they got started, etc.
I hate to break it to you, but your customers don’t care about you! They care about how you’re going to make their life better. When your customers are reading your website copy or one of your blog posts, they should see themselves in it.
So when you’re working on your content, always keep your audience top of mind. Speak to them, their challenges, and let them know you can help solve them. Help them see the benefits of working with you, rather than the features.
2. Continually update your content
The amount of content businesses need to stay relevant is insane. Industry trends are constantly changing, and it doesn’t take long before the content on your website is outdated.
Yet few businesses have the bandwidth or the budget to produce new content on a daily basis. Fortunately, you don’t have to. One of the best ways to stay relevant and save time is by continually updating old content.
Revisit an old blog post that previously performed well and give it a new spin. Or you could take a blurb from that blog post and turn it into a social media post. Or update several blog posts and turn them into a downloadable guide.
3. Leverage customer testimonials
We’ve already established that your audience isn’t interested in listening to you talk about yourself. However, they are curious about the experiences other customers have had with your company.
People need to see what other customers like and whey they enjoy your product or service. If there was a problem, they want to know that you fixed it quickly and accurately.
Customer testimonials are a form of social proof and lend credibility to your name. So instead of telling people how great your business is, let your customers do the talking for you. Focus on getting as many reviews from your raving fans as you possibly can.
4. Don’t just recycle what everyone else is saying
When it comes down to it, you’re probably saying many of the same things as your competitors. You have similar offerings and you speak to similar customer issues.
This is an issue many businesses struggle with. They check BuzzSumo for trending topics, crank out a few articles, and are confused when their content goes largely unread.
To put it simply, you can’t just restate what everyone else is saying and expect to stand out with your customers. You have to produce new content that is relevant, creative and sets you apart.
So when you’re creating content, dig a little bit deeper. Do more research and get creative. More importantly, make sure you’re expressing your own ideas, not just recycling someone else’s. There’s nothing worse than a poorly spun copy of someone else’s content, and doing that will eventually get you a Google penalty as well.
Social media has forever changed the way businesses interact with their customers. Businesses must know how to find the right audience and how to deliver a message that will stand out.
Creating a marketing message that stands out to your audience will take time. By leveraging these four tips, you’ll be well on your way to creating content that is useful, relevant, and creates value for your audience.