Making sure your content is on-brand increases your chances of connecting and engaging with your audience. If your audience understands your brand, then you are making good decisions that increases the engagement of your brand.
Your brand represents a voice, a certain tone that is conveyed to your audience. Once your brand is established and you have a clear tone of voice within your brand, the content creation will be more consistent across all platforms of your business. Your objective is to create and curate effective content that is engaging, original and on-brand. For example, the LA Philharmonic would have a difficult time engaging with an audience that is looking for extreme punk rock music. No matter how hard they try, the audience looking for punk rock music and themes, most likely are not really interested in the next Philharmonic live show. Exceptions do apply.
Your audience will get to know your brand and this knowledge helps your audience feel more comfortable with your brand. You will start to understand the needs, wants and desires of your customer base too. Most often, this leads to brand loyalty and knowing what your customers want even before they do.
The more you distribute to your audience the more you will start to know them, and they will know your brand. Creating a social awareness to your brand is one method but there are also print collateral assets, ads, podcast and so many more avenues to explore. Building your brand's reach is in the consistency of your campaigns.
Providing value is a proven system to increase audience engagement. Instead of focusing on all the accolades you have received in the past or dishing out a complex case studies, providing value to your target audience catapults your engagement to the moon.
What is different about your company than your competitors? What are they offering that you don't? Why would a customer purchase from you over your competitor? Knowing these questions gets you closer to the goal on knowing exactly what your audience is looking for, thus increasing their attention to your brand.
A great sales coach will tell you how important it is to listen to your customer's needs. That means you might not make a sale today but by taking the time to listen, you're building the trust of your future customers and focuses on helping them succeed and not just sell them. It's a long-term strategy. This concept plays a strong role in increasing customer engagement and proving to them that you are not trying to sell them a product or service but more so, understand what will help them achieve their goals.
Don't tell your audience what you do. You don't want to sound so polished and fancy. Tell them WHY you do what you do. Tell them how you got involved and how it all started. People would rather hear a story about how you were inspired to start your business over stating facts and figures, like on a brochure. They will never remember your 2021 quarter statistics, but they will remember the story about how you saved a business from going bankrupt during the pandemic.
Since 2007, Seal Media has delivered award winning videos and media to serve our clients. We look for ways to increase engagement through brand awareness campaigns. Have a clear voice for a brand makes all creative assets work for our clients. The client, creators and audience have a clear understanding of what is being offered and how it can benefit them.