Last week we covered how to find your target audience. Now that you’ve defined your target audience, how do you talk to them in a way that makes them convert?
When thinking about your marketing strategy, it’s best to define a core message. Some refer to this an elevator pitch—a short blurb that explains what your business does, who your business is targeting, and why your business exists.
Here are some examples of elevator pitches:
- Mama Boutique exists to provide trendy and affordable styles to new mothers who want to look cute, be comfortable, and feel confident.
- Mountain Realty exists to create an easy, stress-free experience when buying or selling a home so that you can save money and close quickly.
- Mazuma exists to help small business owners with their bookkeeping and accounting needs so you can focus on growing their business.
Create your own elevator pitch as a foundation of your marketing. This will also be useful when talking to potential clients because you know exactly how to explain your business thoroughly without being long winded.
As you start to create marketing collateral (print, emails, digital ads, etc), you’ll want to consider these tips:
- Stay on Brand
Your brand is an important piece of creating a lasting impression on your customers. Your brand doesn’t just consist of colors, logos, and fonts. It also consists of your voice and how you position yourself in the market. For example, if a brand prides itself on being luxurious, expensive, and exclusive, they probably wouldn’t send out an email with a whacky gif inside of it. Make sure all your marketing exudes your brand so that your customers feel comfortable with your business and can recognize it easily—allowing your marketing dollars to go further.
- Tap into emotions
Humans are emotional beings. If your marketing can tap into the emotions of your customers, then you’ll be able to connect with your customers on a deeper level to help them convert. You can try a few different angles: fear of missing out, loss prevention, nostalgia, joy. When going with the fear of missing out or loss prevention tactics, you’ll want to focus on the problem. Ask yourself, “what does my customer lose by not purchasing from me?” Do they lose time? Do they lose confidence? Do they lose money? Your marketing should tell the customer what the problem is—then enter your product/service as the solution and savior. If you’re trying out the nostalgia or joy tactic, consider what positive things your customers value. Do they value time spent with their family? Do they value the good old days before cell phones and the internet? Do they value their friendships? Take those values and show how your product/service back them.
- Keep it simple
It can be tempting to try to explain all the details about your products/services in your marketing. However, keeping your marketing clear and concise can help your advertising to better convert. Most people will not read entire paragraphs, so get to the point quickly and effectively.
- Clear call to action
Lastly, be sure you have a clear call to action so that your customer knows what to do. A link to a website, a button that says “Shop Now” or “Schedule an Appointment”, or a phone number to call will help take your customers from discovery to decision.
A good marketing strategy will help you to grow your business. Next week, we’ll talk about where to market to reach your audience—so stay tuned.
Ben Sutton is the founder of Mazuma USA, an accounting firm providing tax, bookkeeping and payroll services to small businesses. Since founding Mazuma, Ben has established himself as an expert in the small business world. He’s still driven by that same desire to provide accounting help to all small businesses – from photographers, bloggers and creatives to lawyers, doctors, and dentists, everyone needs affordable accounting help. Ben is a Certified Public Accountant, and a member of the American Institute of Certified Public Accountants. But Ben considers his greatest achievement and credential to be his happy wife and four children.