How do you create buzz about your company when you can’t rely on recognition? That’s a challenge that the marketing team at every new business has to face. Things are even more challenging if you’re in a unique niche. How do you introduce your products, services, and brand to people in a way that is memorable?
The following five steps will help you create a marketing plan, then deliver the kind of content that will help you reach the following goals:
- Establishing a solid social media presence
- Driving traffic to your website
- Creating brand recognition
- Getting the attention of customers and influencers
- Creating PR buzz
- Earning backlinks
1.Create And Segment Audience Personas
It all starts with identifying the people who are going to be most interested in your products. Then, assuming that they aren’t a monolith, breaking those into different segments. Once you have your audience segments, you can then begin creating target personas.
Defining Audience Segments
There’s no single way to create an audience segment. You might choose to segment strictly based on demographic information (e.g.: Employed males under thirty, female college students 18 to 25). Another approach would be to determine how people might use your products, or to segment according to location.
Developing Audience Personas
Of course, people are more than their statistical data, or their interest in your products. This is where personas come in. By developing different audience personas, you can better prepare yourself to communicate with your audience. Personas take into account, interests, values, trends, even emotions. To develop a customer persona, you might ask questions such as:
- What movies and TV shows interest this target persona?
- What causes do they care about?
- What are their hobbies?
- What frustrations and problems do they have that we can address in our marketing?
- Where do they spend time online?
Once you have answered these questions, you can begin to create personas. It may help to think of each persona as a person that you address directly with your content.
2. Select The Right Platforms For Publishing And Promoting.
Now it’s time to start turning the answers to those questions into actions, and to start reaching the people behind those customer personas where they are. This means choosing the right platforms to publish and promote your content.
Simply put, you want to create a presence on social media platforms where your target audience spends time. This includes the well-known platforms such as, Facebook, Twitter, LinkedIn, and Instagram, but don’t limit yourself. There’s also, Snapchat, Tumblr, Quora, Reddit, and more. Don’t forget video platforms like YouTube and Vimeo.
Don’t be tempted to throw your efforts into every platform. You won’t strengthen your reach that way. You’ll just spread yourself too thin. Focus on where your target audience is. Then, impress them with consistent engagement, and plenty of content both created and curated.
3. Create a Wide Variety of Great Content.
This is the most important part of all of this. Companies that are successful at this, get content creation right. Obviously, at this stage, you want people to learn about your brand and your products. It makes sense that you are going to focus on content that works towards this end. Just remember that too much promotion will drive people away at any stage.
By all means use your content and your chosen platforms to share about your products, and services. Just remember that introducing your brand also involves sharing your values, and communicating to your audience what they can expect from you. The content you create and share should also show your brands personality, build trust, and establish your company as a thought leader.
Take a look at the brands you want to emulate as well as your competitors. What are they sharing and creating that is earning engagement? Use tools like Ahrefs and BuzzSumo to see the content that is buzzing. Brands often make a mark by sharing:
- Humorous Content
- Customer Stories And Testimonials
- Content on Charitable Work
- Emotionally Compelling Stories
Think of ways to reflect your company’s values and personalities while also promoting your products.
To really create effective content, there are some technical considerations as well. Great content is only as valuable as its ability to be read by the right people. Writing content that is optimized for search engines, keeps the interest of readers, and is linked and shared is something that takes special talent.
This is why so many people reach out to services that provide everything from writing examples to editing services to copywriting expertise to collaboration including, Rewarded Essays, Grammarly, Get Good Grade, Hemingway App, Hot Essay Service, and the Keyword Analyzer Tool. Each of these resources can help you create and publish content that helps you accomplish your goals.
Another concern that impacts businesses operating on an international scale is language. As you get started, you might need to consider finding translation and localization services through a review site like IS Accurate.
4. Reach Out With Paid Advertising,
Brands that have name recognition can get noticed simply by participating on social media, and publishing content on owned channels. In spite of this, most still invest significant money in paid advertising online. This is because targeted, online advertising can help you get your content and your name in front of potential customers.
With Facebook’s sponsored posts, you can share posts, videos, and other content with a target audience that meets the demographics you choose. You can even target people by employer, zip code, and stated interests. Without paid advertising, you might struggle to get the reach you need with your content.
5. Keep Momentum Going After You Publish Content.
Once you’ve published amazing content, you’ve got to help create and maintain engagement around that content. Don’t just publish content, promote it across all of your social media channels. Engage with audience members who take the time to comment or share.
Outreach is an important, but often forgotten part of this process. It’s how you gain the attention of influencers, and how you earn backlinks. It includes:
- Reaching out to other bloggers and writers to see if they want to link back to your content
- Offering to act as a source for reporters covering your niche through HARO.
- Asking influencers for a quote to include in your content, or for a mention in their own content.
It’s not easy to establish a new brand. You’ve got to reach out to your audience, identify your audience, meet their needs, and deal with a few frustrations along the way. There aren’t shortcuts, but there are the best practices. Take the five actions listed here, and use them to get started.
Author Bio: Bridget Hernandez has a Master’s degree in Anthropology. She is also a professional blogger at both Citatior.com and Rated by students. When she isn’t blogging or writing articles, she is actively writing a new book. In spite of recently graduated, Bridget’s texts are always created yet accessible. She combines great research with amazing writing to provide highly readable, and memorable content.