A brand’s message to the world needs to be heard loud and clear in order for it to be effective. Potential customers and loyal followers are not only listening to the message itself, they are formulating an opinion of the brand based on the execution or delivery of its’ message. A brand’s entire marketing success hinders on creating a positive and trustworthy relationship with customers that will encourage them to communicate with the brand.
People do not buy from brands, they buy from brands they know, like and trust.
“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”― Howard Schultz, writer of Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time.
When creating social media posts and shareable content a brand must take into consideration the tone, language, and purpose of the message. Marketing and social media aren’t about creating a few likeable posts, but rather creating thought-provoking well-structured marketing content that is geared toward a specific target or niche. The content itself is simply used as a means in which to generate traffic to the brand’s landing page or website which in turn encourages consumers to build a lasting relationship with the brand.
The message is what determines the action that they will take.
CONTENT = TRAFFIC
MESSAGE = CONVERSION
Once this relationship is established and solidified, the goal becomes to convert repeat traffic into leads and sales. Contrary to popular belief, sales conversion rarely happens the first time a consumer lands on your page.
Remembering one simple phrase is the best way to formulate a well-constructed content delivery system – DO IT!
DELIVER engaging and meaningful content. Create a purpose for your brand that answers the question,”Why would I choose your brand?”
OFFER fun content that everyone can understand. Using a more personal and basic language approach to your content will help your brand reach a more diverse and global audience.
INSPIRE your customers and followers. Everyone likes a hero’s persona and wants to be part of something they feel good about.
TRUST formulates a long lasting relationship with users and will define your brand. Using honest content with a positive tone is always the best way to achieve success.
Creating a voice for your brand using the DO IT principal isn’t difficult, but it is effective and remember it does not matter whether the content the brand uses is an image, text or video, the DO IT principle remains the same.
Madeline Foster 