6 Ways Marketing Helps Find the Lost Sock: Matching Your Brand to Your Target
You are a genius. You’ve developed a business with a product or service that consumers can’t possibly live without.
Your idea is dynamic and unique. It has that special ingredient that your competitors never even considered.
There’s only one problem.
You’re not effectively reaching the consumers who need what you have.
The answer is surprisingly simple. You need the right marketing techniques to match your brand to your target.
We’ve all experienced the mystery of the missing sock in the dryer at some point. (If you haven’t, someone else is doing your laundry.) The sock you have in your hand is the special ingredient to your product recipe. It’s the thing that has the potential to put your business one step ahead of the competition.
In the business world, this special thing that sets you apart is referred to as your unique selling point (USP). Whether your USP is a part of your history, a part of your product, a part of your future (or more likely a combination of the three) it won’t do you any good unless you can match your USP to your target audience (aka the missing sock).
The answer to the mystery is marketing. These 6 marketing techniques will work to help you match your brand or USP to your target audience.
1. Build Your Brand
Your USP is the core of your company and it needs to become the core of your marketing strategy.
In order to build a brand consumers can understand, you have to have a clear definition to build upon.
List your key benefits. Don’t limit this list to the functionality of your product.
Consider how consumers will react emotionally to your product or service.
How will your products improve your customer’s lives?
2. Identify Your Target Audience
You can’t (and shouldn’t) attempt to market your product to everyone.
Simply put, you shouldn’t waste your time trying to sell kitty litter to someone who’s allergic to cats.
To identify your target audience, you need to know the facts.
Ask yourself these questions about your ideal customer:
- What is the age and gender of people most likely to use your product?
- What’s their income level?
- What is their family situation?
- Where are they located?
- What is the best way to reach them?
- What is important to them?
This knowledge will help you decide where to advertise and how to relate to your potential customers on a personal level.
Once you identify your target audience, you can begin to explain how your products will fit into their life.
3. Combine Techniques
The argument over whether to use traditional or digital marketing is a waste of time.
The answer is a no-brainer. Of course, you need both.
Traditional and digital marketing work together to offer the best of both worlds with extended reach and targeted advertising.
There are benefits to both types of marketing, and your job is to determine which techniques combine to create the best strategy in your industry.
Consider these platforms to reach your target audience.
- Print – (Newspapers and magazines)
- Direct mail
- Social media
- Search engine optimization (SEO)
- Video streaming
- Online advertising
4. Use Video
Storytelling is a natural way to capture the attention of your potential customers.
More importantly, it’s the best way to build an emotional attachment to your product.
Okay, right now, someone out there is screaming, “You can’t create an emotional attachment to bathroom products!”
If you’ve seen the Clorox commercial with the little boys putting, “distance marks,” on the floor, you know they’re wrong.
Creating an emotional attachment provides a way for your potential customers to see your products in their life.
Video marketing is the most effective way to tell a story in a world with the distractions of modern technology.
When consumers can attach your brand story to their life and share it with like-minded friends and connections in a matter of minutes, you’ve efficiently reached your target audience.
Creating a quality video experience is rarely a skill that can be cultivated overnight.
Since most companies don’t have a professional video team, consider professional digital marketing services.
5. Involve Your Team
All the members of your team are likely already on social media.
Employ them to become ambassadors for your brand and reward them for their efforts.
Your employees enjoy working for your company and support your brand. (If they don’t, you need to make some changes.)
There has been a considerable amount of chatter surrounding company culture lately. This includes consumers who don’t want to support companies who mistreat their employees.
A business with happy employees is more appealing to consumers.
Since you run a great company with happy employees, encourage them to share their opinions.
Additionally, your team members probably have great ideas about sharing your products best assets with potential customers.
Hold regular meetings to encourage all employees to speak out about how to market your brand online. Reward employees for their opinions and success.
6. Make Comparisons
There is no secret formula for marketing.
What works best for one company might bankrupt another.
As you develop your strategy, it’s important to step back for regular assessments about what techniques are working and which ones are wasting your hard earned money.
Evaluate which platforms deserve more time and consider adding a technique you haven’t tried in the past.
It’s not uncommon for a business to find they haven’t correctly identified the right target audience or simply haven’t used the best methods to reach their ideal customers.
These revelations don’t mean your marketing campaign has failed. They are the building blocks that will eventually lead you to success.
There are lots of branding companies that can help you discover your USP. And there are lots of marketing companies that can help you run campaigns and tackle social media. What you really need is the one place to do all of that. One option is DigiVid360.
If you want to take your brand full-circle and make your voice heard among millions of competitors, schedule a free marketing assessment today.