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Social media is one of the best tool to utilise, no matter what business you’re in. Why? Because it’s free! But it’s only going to work if you know what you’re doing and have all the right tips, tools and strategies to share your message with the right audience.
I get it, navigating through the maze of different social media channels and algorithms can feel like a merry go round. Everything feels like it’s getting faster, but you seem to be getting no where. It’s easy to want to throw in the towel or to blame the algorithm, but where most people fail is that they don’t have a simple strategy in place.
That’s what this is all about. Together we will work out a a brilliant strategy that’s tailored to you and your audience for platforms like: Instagram, Facebook, Pinterest, Linkedin and Blogging.
Let’s get social!
Key messages create cohesion, help define your focus and serve as the cornerstone of your branding and marketing efforts.
Defining your business’ messages can be a daunting task.
Let’s work through the basics to ensure that all our communication is consistent and 100% on brand.
Identify your target audiences.
Once you’ve identified a few key personas, start “interviewing” them. What are their pain points? What are their hopes? What do they fear? Which brands do they identify with? Are there phrases to which they’re likely to respond? The answers to these questions should infuse your messaging.
Review your goals
Before you spend time honing your key marketing messages, it’s important to understand what those messages need to achieve.
Ascertain your primary value and benefits
This is the crux of a good key message. How is your business or product different? What special capabilities, expertise or accolades set your company apart? How do you do what you do better/faster/smarter/cheaper than the next person? Synthesise these benefits into one or two sentences to help your audience understand what’s in it for them.
Research competitors’ messages
Research what your competitors are doing, but don’t copy them. It’s important to understand what your competitors are saying – and what seems to be resonating with their customers – to ensure your messages are hitting the right points and to counter their claims. If Business B says its solutions are the most advanced on the market and help your target buyers look like rock stars at work, your messages should debunk that statement, while emphasising what sets your offerings apart.
Brainstorm key words associated with your brand
When people think about Apple, the words that come to mind may include innovative, ubiquitous and effortless. What words do you want your audience to associate with your brand?
Gather your team (even if that’s just your family and friends) and throw out all the words and emotions relevant to your business, product and mission. Then refine the list until you arrive at a handful of descriptive, powerful words to weave into your key messages.
Test, test, test
Once you’ve developed your messages, it’s time to test them out. Work the messages into written materials and conversations internally and externally. Are the messages easy to convey? Do they sound as strong verbally as they do on paper? What reactions do they illicit? Take the time to test and hone your messages until they’re perfect, and then roll them out across your organisation.
Key message development is a time-consuming process, but it’s one that should be done before you embark on any other part of your marketing and communication efforts including your website, your content, and social media strategy.
Below are some exercises I would love for you to work through.