Nobody cares… unless you give them a reason
Redesigned your logo? Won an award? Moved office?
Nobody cares.
As harsh as it sounds, people who don’t know you or your business likely don't care about these updates. What they truly want to know is whether your product or service will meet their needs and solve a problem they have.
A logo on its own won’t sway their decision. Your office relocation has no bearing on their choice. Even that award you won, while a great achievement for you, often holds little weight with potential customers – many businesses win awards. So what?
What genuinely matters to your prospects is whether you can deliver what they want, when they want it. Do you understand their concerns and pain points. Can you clearly articulate how you'll make their lives easier? That's when they'll start listening.
Stop talking about yourself, start talking about them
So why are so many companies social media feeds and websites overflowing with self-promotion and product features? It’s often because there’s no real content strategy or the content isn’t linked to the overall marketing strategy. Content is created because ‘we need to be on there’ leading to inward-facing messages like:
“We have done this…”
“This is Bob who has worked here 25 years.”
Again, so what? Companies are always doing things and most long-serving businesses will have long-serving employees. Without context, nobody cares.
Unless you tell them why it matters. The power of because
“We have rebranded because…”
“We won this award which demonstrates how XXXX helps our customers XXXX”
“We have moved office so that we can…”
“This is Bob who has been here 25 years and therefore ensures XXXX happens which benefits our customers in XXX way.”
Now your prospective customers are interested! You've connected your internal news to their external needs.
To create impactful content, you need a deep understanding of your target audience and their pain points. This forms the cornerstone of your marketing strategy and is the most crucial area to invest your time in, yet is often overlooked.
It sounds simple, you know your target audience right? But how broad is that audience? How targeted is your content? Are you trying to say everything to everyone and, as a result, say nothing at all?
One of my existing customers sells physical products and yet we rarely showcase these products directly in their social content. By shifting from a product focus to a marketing focus, the spotlight moved to the benefits of using their products. And guess what? Their sales are soaring. In the one year we’ve been working together, they’ve more than quadrupled their turnover.
If you need help developing your strategy and adapting your content to truly resonate with your customers and drive results, please don't hesitate to get in touch.
