In today’s rising competition, personalization is key. To connect with the right audience, a successful business evaluates its consumers' needs, demand, preference, future trends in the market and the drift of the future generations. A brand whose ideas and values align with its consumers earns their loyalty. Moreover, millennials and Gen-Z are loyal to brands which are future-oriented and adopt sustainable business practices.
However, businesses forget to understand their consumers and end up developing one-dimensional strategies. Instead of increasing their respective brand visibility, their strategies do the opposite.
Let us further delve into the things which brands fail to recognize and end up failing to connect with their audiences.
Engaging Content Pays.
No matter how informative the content is, if it fails to inform, educate, or solve consumer problems, it won't get the required attention from your audiences. Focus on building long-term relationships by developing a brand message that resonates with your audience. Once the content gets the required attention, it will pay dividends manifolds.
Personalize your Message.
The whole world is one community. Thanks to the internet, each individual is connected. However, for the brands, it presents a problem. The marketing strategy of a brand revolves around its customers. Due to brands' presence in different markets across the world, personalization of messages becomes important. It enables them to talk to an individual in their language, effectively bringing a sense of belongingness and familiarity.
This way, businesses can cater to multi-target audience profiles in varied demographics, ethnicities, cultures, languages, continents and more. Hence, customizing the brand message emphasizes the relevancy to each individual. It helps in building loyalty and brand awareness while establishing the brand's global reach.
Social media is the New Gateway.
With a 3.6 billion worldwide user base, social media plays the role of determinator. A recent study revealed that 90% of people buy from brands they follow on social media. Thus, effective social media strategies can build brands. However, due to the recent advent and diversity of social media platforms and its users, choosing the platform to target the right audience becomes quintessential.
Use Creative Ways to Reach Niche Audiences.
People, especially on social media, feel more connected to a human than a faceless brand. Due to this, the audience's interest is shifting towards individual creators. These individual creators have managed to acquire a dedicated, loyal, and organically curated follower-base with their creative content presentation and relationship building skills.
Reports suggest that 82% of consumers are likely to follow the recommendations of the social media content creators (also known as influencers) they follow. Daniel Wellington, a Swedish watch company, with an investment of $30K on micro-influencers on Instagram, managed to build a $228mn-worth brand.
It's an influencer marketing case study and brands should learn to leverage the opportunities influencer marketing presents.
Plan for the Future.
The success of a brand depends on its transparency, authenticity, and user-experience. Short term preparation can disrupt a brand's image, thus, defining the purpose helps in building a connection with the audience. Classifying the brand’s vision that will manufacture a reciprocation from the audience is vital. Sustainability, business agility and preparedness enhances brand loyalty and establishes credibility, which is vital for the overall business growth and realization of business goals.
Building a successful brand is an ongoing process. It takes the right understanding of the several components which creates the right mix for success. With influencer marketing, right messaging, engaging content and a long-term vision, brands can grow in the right direction. In such cases, high competition can be discouraging. Therefore, a clear thought process and planning are essential. Don't look to shove your brands/services in your consumers' faces considering they are smart enough to make educated decisions. Focus on building mutually beneficial relationships, everything else will take care of itself!