How to find your brand message
Establishing a brand message is an important step in starting a business, even though many business owners skip this step. Perhaps they have looked at the marketplace, homed in on their target audience and know what they offer, but they haven’t rolled it all together cohesively. The result is often website and marketing copy that reads flat. It ends up being a lot of generic jargon and doesn’t truly capture the essence of what the business is about.
What’s the consequence? Well, even if potential clients make it to their site, they won’t get a solid idea of what the site is about and how the services apply to them. If they don’t see the connection, they won’t convert. In order to find the brand message of a business, there are a few fundamental questions to ask. Here are some questions that will help get the wheels turning when it comes to figuring out the right message for your particular audience.
1. What is it about your service or product that makes it unique?
First, you must define what it is that you offer that makes you stand out from your competition. Even if they have highly similar services/products, it is likely that there is at least one thing that sets you apart. For example, it could be that you “don’t cut corners” when it comes to SEO, or that the products you offer are “locally sourced and organically grown.” Whatever it is, knowing what that one thing is that makes you different will help you attract the kind of audience that is wooed by your unique offer.
2. What value do you provide to your customers or clients?
Think beyond surface-level value (such as money or giving them a product), and really get down to what value your business offers. For instance, it could be the convenience of outsourcing their digital marketing needs. Or it could be the relief of working with a trustworthy SEO agency that has their back. If you think about it, both of these offers could be taglines in and of themselves. A lot of times you will find that your audience isn’t necessarily looking for more money — but much more than that. It is likely that your competitors are pitching “more sales,” but how can you sweeten the deal?
3. Who is your ideal customer/client?
When we ask clients this question, the usual answer is something like “small business owners,” “digital marketing professionals,” or even “creative entrepreneurs.” The problem with these answers is they give you very little information to go on when it comes to creating a brand message that appeals to your “ideal client.” You’ll want to create a more holistic profile around who this person/people are by asking:
- What kind of small business owner are they?
- What are their problems?
- What are their interests?
- What are they like?
The more you know about them, the easier it will be to figure out what they want and how to reach out to them. This is the information you will incorporate into your SEO content.
4. What’s the #1 goal you have when it comes to your website?
Typically, the goal of your website is to drive conversions. But again, that’s not quite specific enough. You should have a plan for how you want users to engage with your website.
- Do you want them to visit your blog and get more information about a certain topic?
- Do you want them to purchase items from your sales page?
- Do you want them to fill out a contact form to schedule a free consultation with you?
All of these actions are a bit different, and thus, each calls for a different kind of message. The idea of what actions you want users to take and your brand messaging should work together cohesively to help drive conversions through a website.
5. What problem(s) do your services/products solve for your clients/customers?
Similar to Question 2, this question serves to dig deeper into what you actually do for your clients or customers. If your business is to sell computers, the problem isn’t “My customer needed a laptop, and now they have one.” A better answer would be “My customer wasn’t able to work from home without a laptop. I was able to provide them with one at an affordable price.” See how you are then recognizing a more specific problem and how you were able to solve it. You may even want to make a list of the most common questions or struggles of your potential and past clients. How can you make business and life easier for them? The answers to these questions pose opportunities for content on your website.
6. What style/tone appeals best to your target audience?
A lot of business owners get sucked into the marketing jargon they see online and apply it to their own sites. This may work for some businesses, but not all. Your website copy should be less about what appeals to you and more what appeals to your target audience. If you have fully answered Question 3, you may have a solid idea about this already. You should know what tone and style fit best with their personality and what they are after.
Courtesy & Copyright
https://creativesaints.com/
http://graphicwebdesign.in/
https://www.papeel.com.br/
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https://searchengineland.com/how-to-prioritize-seo-tasks-by-impact-301409
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