A great message is only the beginning of your marketing journey. With over 1.7 billion websites, a cacophony of messages targets your audience every day. Businesses invest a great deal in creating the perfect marketing message. There’s only one problem. A fantastic message isn’t enough to get noticed. Here are the 5 ingredients of marketing trust.
The number one reason why new businesses struggle to attract the audience’s attention is their reputation. As a new player on the market, they don’t yet have a reputation to trade on. If you want to support your messaging, the first thing you need is to build a reliable reputation. As a company, encouraging customer reviews should be a priority in building your brand. Customer loyalty programs and incentives to leave feedback are some of the most effective solutions to create a 5-star company.
Do you know your stuff? It’s the first question your audience asks when they hear about your brand. You may be the new brand on the block, but novelty doesn’t mean expertise. Established brands also struggle more and more with demonstrating their business expertise. Expertise is not something that’s measured in years of activity or market shares. Expertise comes from creating knowledgeable and educative content that convinces your audience. Expert blog articles and vlogs are some of the most popular channels. Videos (vlogs and others) have the biggest impact on users, which means it’s easier to showcase your know-how with a camera.
If you don’t know who you are talking to, your message is likely to be lost on your audience. Reaching out to the most relevant target is the most challenging part of your marketing activities. Your efforts are vain if you can’t target the right demographics. That’s precisely why highly targeted activities, such as direct mail advertising with a carefully selected database, remain highly effective. A DM strategy can help elevate your brand if it’s done right.
When is the right time to reach out to your audience? Typically, the rule of thumb is that you don’t want to plan any marketing activity when nobody is looking. Otherwise, your message is likely to become part of the white noise.
For instance, if you send emails to B2B clients, you want to aim for the golden hour in the working day: 8am to 9am or 3pm to 4pm. If you send a discount offer on beauty products, you may want to get it out before big calendar events such as Mother’s Day to boost purchases. Time it right, and you’ll be seen.
Marketing messaging is disruptive. It’s in the nature of the job. You have to interrupt people’s routines if you want to get noticed. However, if your activity lacks engagement, it’s unlikely your audience will want to pay attention. Building engagement is about three core principles: Making it memorable, making it understandable, making it relevant. In other words, your message matters only as much as the way you choose to deliver it.
Marketing messages are everywhere. They crowd the market, and if they don’t manage to capture your audience’s attention, they turn into white noise that gets ignored. People will only listen to you if they feel they can trust you. That’s why your reputation, expertise, and engagement strategies matter. Combined with timing and targeting, you can bring your marketing message to a new level.