We’re looking for explosive growth at a fraction of the cost, right?
Brands that are the best at building cult followings with content do the following few things really well. The best part? 100% free for you to adopt. You might think you’re doing them already…but if you’re not seeing the growth you want, chances are you could be doing better.
- Clear buyer personas are absolutely key in building a targeted audience (and better conversion rates). If you’re not committed, you’re building a following of people that like one piece of content or another, not exactly who you are and what you stand for. Without clarity around the digital activities of you buyer personas, you’ll see a lot of fluctuation in your community and delayed progress overall.
- Voice. Golden rule: people relate to people, they don’t relate to products. Think about the personification of your brand. What’s going to get your target to say, okay, you get me. Tone of voice is the least expensive and most important creative element to focus on getting right, first. When I’m writing copy for a brand, I’m running back through it 3, 4, 10 times to perfect this.
- Purpose: The brands that win are selling something besides a product. They’re connecting on a higher purpose that their target cares deeply about. Your target is more than a buyer…we’re complex humans with multi-layered personalities and value systems.
Last tip for execs looking to drive incredibly effective, resourceful marketing departments: Scaling with paid traffic, before you have a proven content strategy, is like pouring gasoline into a vehicle without an engine. You can leverage these tactics to rapid test your content strategy. In fact, you should. But don’t let an agency tell you to spend a few thousand dollars to gather more data before you see results. It’s just not necessary.
I love talking about this stuff, and would be glad to hop on a free call if you have a questions about any of it.