In a world over-saturated with content, it can be difficult to get your brand’s message to reach your target audience. Knowing how to best connect with your audience will help deliver your message directly into the hands of the right people. How do you go about understanding what’s the right approach for your brand? Let’s take a look at all of the variables:

1. Where is your audience?

Understanding the best place to reach your target audience can make advertising seamless, engaging with individuals organically. You should spend time researching the demographics of your target audience. Get to know the age group; where they spend their time online, what they interact with on a regular basis, what other companies resonate well with them, and more. Use this information to determine whether you are using popular social media channels or other methods of advertising. Weigh the pros and cons of each possibility to find what fits best for your brand and the messaging you wish to deliver. The platform(s) you focus on will help you create content that stands out while also looking like it belongs so it doesn’t feel like a glaring advertisement. 

2. What do you want to say?

Having a clear, consistent message is best. Doing so will allow your target audience to develop trust with your brand, seeing you as reliable. This doesn’t mean you have to say the same thing every time, instead make sure your content stays within the sphere of what your brand associates with. For instance, if your brand focuses on nature and wildlife, you may not want to create new content about the benefits of cars and factories. An associated topic for your brand could be something like electric cars and their benefits to the environment. Knowing what matters most to your brand makes your messaging strong!

3. How should you say it? 

Once you know what message you want to deliver and how you’re going to find your target audience, it should be easy to identify what your content should be. Leverage the benefits of each platform you use, using media types appropriate for best engagement. Some platforms are very image driven, so having an eye catching image with a quick message will help grab the attention of a target audience member or passerby. Others are data driven, so lots of information would be a great benefit. Connect with your target audience on their level, finding what they enjoy. Using the demographics of your target audience, you can identify interests which can be included with your brand messaging. Pop culture references make your brand relatable, creating a connection between you and the viewer. Trending topics can be fun to join in on when done with care, ensuring it does not go against or overshadow your brand messaging and purpose. 

4. What next?

After you start a new campaign or promotion of a new brand or brand message, allow some time to pass before evaluating the results. The amount of time differs for each brand, as well as the intention behind each batch of content. Many online platforms provide insights you can review that allows you to see who interacted with your content and how, what their interaction was, and more. You can use these figures to determine the success or failure of your content, identifying action items and a plan to continue along the same lines or change it up.

Building a strong brand doesn’t happen overnight. Whether you are a retailer selling products or a content creator making videos, your target audience has to get to know you over time. Remaining consistent, relevant, and dependable shows your target audience you can be reliable and trustworthy. Developing this connection will help create loyal fans and customers, frequently engaging with your content and looking forward to what you have to say next.