Too many marketers today are focused on being the loudest in the room, shouting over everyone else to get their voice heard. Unfortunately, this approach is similar to working harder but not smarter. Consumers today are overrun with advertisements and marketing schemes. Instead of listening to the loudest brands, customers are more likely to tune everyone out.
So, how can you build a presence in a noisy world? You have something to say, and you want your customers to hear you. Building campaigns and creating content takes time and money, and trying to be the loudest will only waste your resources. Keep reading to learn how to have a presence in a noisy world.
Find People Who Want to Listen
If you want to build a presence, you have to understand your audience. Working to be the loudest does not ensure your target audience hears your message. If you want to effectively market your brand, you have to find people who want to listen. Find where your customers are and take your message to them. You cannot expect them to come to you.
This principal applies to a wide range of marketing strategies. For example, many brands think they need a presence on every social media channel, but that is not the case. Learn where your target audience spends time online and focus on those platforms. You can invest more time and money in your content development by narrowing your efforts to relevant social media platforms.
Edit Your Connections
A solid professional network helps distribute your marketing content and messaging, effectively sharing your brand with those who care. If your social connections are strangers, loose acquaintances, or uninspiring individuals, it is time to trim the fat. In order to build a solid network, you must connect with relevant people in your industry.
Find the leaders in your market, your competitors, your target audience, and anyone who inspires you or shares your brand value. Also work to build connections with people you actually know. Building relationships can help make your voice heard, but your network must be filled with people who trust and respect you. A network of strangers will not care about your messaging; they only care about their own follower count.
Make a Plan
It may sound like a no-brainer, but many marketers today do not have a clear strategy. Creating content on the fly, spamming followers with random information, and posting content on an inconsistent schedule will not help your voice be heard. If you know your audience, you have a better understanding of what your customers want to see.
Create a strategy for providing valuable content to your audience and actually follow it. Incorporate data from your various digital platforms, customer information, and other metrics to refine your strategy and become more effective. Once you have a plan in place, it is important to make adjustments as needed while staying on-plan as much as possible.
Don’t Rely on Gimmicks
In an effort to be louder, some businesses become a joke. Relying on stunts or gimmicks does not make you seem more trustworthy or interesting. In fact, many customers today will dismiss your efforts as trying too hard to get attention. Gimmicks are often seen as disingenuous or shameless ploys to get attention.
Marketers who want to create a presence in a noisy world cannot rely on empty campaigns and stunts. In order to be heard, your content must have substance and value. Providing content that helps your audience in some way is more likely to build trust and brand recognition than any gimmick.
