Audiences often seek both inspiration and information from brands, but their primary needs can vary depending on their situation and mindset. When they are curious about a product, experiencing a problem, or reacting to a trending topic, they want information. In cases of making lifestyle changes or seeking personal growth, they often seek inspiration from brands.
So, how do you know which to prioritize from a marketing perspective? Know your audience and give them what they want to drive audience engagement.
Building an Information Highway
At its most basic, a brand is about helping people. Companies provide products and services to solve problems, fulfill needs, and improve lives.
Providing Relevant Information
Marketers should present relevant information at each stage of the customer journey to enhance audience engagement. Consumers want clear and accurate information about products, services, and solutions. This helps them make informed decisions.
The stages of a customer journey include recognizing a need, doing online research, considering options, making a purchase, and ongoing use and support. Reaching the customer at each stage by educating them on your offerings, benefits, and unique selling points helps strengthen trust and brand loyalty.
By leveraging internal data and monitoring digital analytics, you can identify your audiences and track their needs. When sharing information, remember:
Be authentic: Audiences are savvy, particularly Millennials and Gen Z'ers. If you have to think about being authentic, then you're probably not being real or connecting to the audience. Authentic content is key to engagement and building community.
Humanize the message: Your messages should not be overly technical or complicated. Meet the human needs of your customers with content that informs their decisions. They aren't impressed with pretentiousness and jargon; they just want the facts.
Counter false information: With the abundance of information available, false information is rampant. Monitor what's trending, especially on social media, and counter falsehoods with accurate and trustworthy information from your experts.
Logistical Information
Along their journey, customers may also need practical information such as company policies, product usage instructions, and support details. Here, the role of the marketing department merges with customer service.
Post FAQs prominently on the website, on social media, and other public-facing channels. Use Reels and other short videos to respond to general questions. Utilize social media channels as customer service forums.
Every marketing strategy and tactic should be customer-focused to maximize audience engagement. The abundance of customer insights that you have makes that task easier than ever before. If website analytics indicate high traffic searches for specific products or services, that's all you need to know. Position those modules front and center on your homepage for optimum user experience.
Inspiring the Customer Journey
Whether a customer is facing a challenge or wants to enhance their lifestyle, they often seek inspiration along their journey.
Provide hope and support
Customers and their families often look to brands for inspiration in terms of hope, encouragement, and emotional support. This could be through success stories, testimonials, or compassionate care from customer service staff. Testimonials provide relatability and emotional connections, which may influence decision-making or bolster brand loyalty.
Encourage wellness and motivation
Inspiration for customers to improve their general well-being can also come from wellness programs, empowerment initiatives, and educational resources that promote a healthier lifestyle and personal growth.
Consistently monitor what's trending on social media to tap into topics that may interest your audiences. Collaborate with your experts to craft content for the website, social media, blogs, and podcasts that position your brand as a credible source of information.
While customers primarily require accurate information to make effective decisions, they also benefit from inspiration that enhances their emotional well-being and motivation during their journey. Brands that balance both aspects effectively can provide a more holistic and supportive customer experience, ultimately driving audience engagement.
TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to learn more about how we can help you tell your story.
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