We’ve previously talked about how to pick your niche. This time, we’ll help you effectively send out or communicate your brand or business’ message to your target market.
Effectively communicating with your target market helps them to be informed with what you have to offer. It also serves a channel or means for you to interact with them with the hope of building trust and lasting business relationships.
There are a lot of ways you can communicate or deliver your message to your target market. Here are two recommendations that can have a significant impact:
First Impressions Last
With just one look with your blog or website, people immediately get a feel or understanding of what you have to offer. From the domain name, template, design, and images that you use, people unconsciously scrutinize these points to identify if the site would satisfy what they’re looking for.
For example, when visitors arrive at your web site, let them know immediately what you do and why they should care. Far too many web sites shroud their identity in flashy graphics and ambiguous slogans without telling people what the company or person actually does.
View your site through the eyes of a new visitor. Does it spell out exactly what your brand stands for? If not, redesign it so your purpose and identity are unmistakable.
Lead with what you do and the benefits this delivers, not who you are.
You may be surprised to know, but making your company name the most visible element on your home page may not be the most effective way to reinforce your brand. You web copy should state a benefit right off the bat. Which of these paints a clearer identity: The business name “Dog Owner Central” displayed in large letters or the more specific description “Training tips for busy dog owners”?
Content is Key
Verbal content is not only king, it’s the entire kingdom! Once you have established a good first impression with the look of your site, the web content should be relevant and should be directed to your potential client. It has to show that you know and understand what the client wants and you’re there to provide it.
Even though designers try to squeeze as much graphic impact as they can out of limited bandwidths, what matters most online are the words you use. I don’t buy into the less-is-more, bullet-point mentality of writing for the web. To create fans online, you must deliver useful brand-related information and speak to readers in a conversational tone.
Your web content should be clear and concise to influence your client that you are relevant and the best choice. Otherwise, they’ll just think of you as an option and not the best and ultimate choice.
How about you? What other effective communication ideas do you have in mind? Share us your thoughts in the comments box below.