You’ve created the perfect product – the perfect cup of coffee, a stunning children’s book, a line of organic t-shirts with clever witticisms. You’ve done the hard work.
The problem? No one’s buying it because no one knows about it.
They don’t know your quaint little coffee shop is just around the corner. They don’t know your children’s book from the 50 others on the shelf. They don’t know what makes you you and why your products are a unique reflection of you as well.
Not only does no one know about you, they don’t know why they should trust you over your competition. They have no reason to be loyal to you or to believe that you’re their best option.
Marketing Goal 1: Brand Awareness
The first and most basic goal of marketing is simply getting your ideal audience to know you exist – to click the follow button on social media, to read your blog posts or listen to your podcasts, to stop by your store just to say hi or to see what’s new… and eventually, to buy the products or services you have to offer.
You see, marketing is a lot like friendship. Or maybe even dating.
You remember high school and college: You go to a party. You see that cute guy or girl across the room. You notice them because they’re wearing all-star chucks and a band shirt or hiking shoes and a sweatshirt from your favorite outdoor brand.
In marketing, this moment is called brand awareness – you’re vaguely aware that this person (or brand) might be a good match – they might share common interests and hobbies. They might even be someone you turn to for help, support, or guidance down the road.
Marketing Goal 2: Brand Impression
Now that your target audience knows you exist and checks in with you here and there, you want to make a solid impression for your brand – one that keeps your audience coming back and wanting more.
You can think of this in terms of building brand loyalty.
The truth is that people have more choices than ever when choosing a product or service. And people are increasingly making deliberate choices about who to support based on their values – what’s best for the world or their community instead of just what’s best for their wallet.
Your ideal audience will have values and traits that match yours and will choose your brand over others not because you’re the “cheapest” option, but because of those shared values.
Take a few minutes right now to write down your brand values and traits. It may help to ask yourself – what do you want others to say when they describe or recommend your brand to others?
Once you’ve got your values and traits in mind, these values and traits will start to show up in every piece of content you put out – every blog post, every social media post, every podcast episode… and every interaction you have with your target audience.
So, moving back to the party analogy: now that you’re aware of this person that might be a good match, what do you do next?
You join their circle. You introduce yourself or you comment on a topic you overhear being discussed. This person’s “brand impression” is created by the things they say and the way they interact with others. Your choice to continue talking with them will depend on the way they choose to treat you.
Do they welcome you with a smile and validation? Do they show genuine care and connection by asking you more about yourself or inviting you to join the conversation?
This is exactly what your audience is doing when they follow you on social media, comment on your posts, or sign up for your email. They want to hear from you. They want to know more.
And what are you (and your audience) listening for? You’re listening for their values. You’re looking to see that this person seems kind. Knowledgeable. Genuine. Honest. You’re looking to see that your values align and your personalities click.
Marketing Goal 3: Brand Authority
Marketing is as much about trust as it is about increasing sales. You build trust through brand awareness, brand impression, and brand authority.
Once your audience has become aware of you and has decided your values align with theirs, it’s time to build trust through credibility. This means that your audience trusts you, not only because of your values, but also because they see you as the “go-to” person when it comes to your niche/business area/topic.
So, how do you establish credibility? You position yourself as a thought leader and an authority by educating and informing your audience in the areas they’re struggling with.
Let’s think back to that party analogy.
You saw this person from across the room. You started a conversation to help you get sense of their values and interests. You’ve decided your values align and you connect over common interests.
It turns out, this person doesn’t just know that one band on their t-shirt – they’re like a living breathing Pandora, recommending band-you’ve-never-heard-of after band-you’ve-never-heard-of.
Or maybe they’re not just wearing gear from an outdoor brand – they’re talking you through rock climbing techniques or telling you about some local crags you didn’t know existed.
This person is establishing their brand authority. They’re sharing their knowledge and you’re realizing how much they have to offer.
In the marketing world, this is where audiences become customers and clients.
Marketing Goal 4: Convert Qualified Leads
Through content marketing, you’ve positioned yourself as thought leader and your target audience knows you and trusts you. You’ve helped them identify a problem and you’ve offered them solutions. Maybe you’ve even solved some of their problems along the way.
But at a certain point, your audience will likely decide they’d like to try your product or services. Maybe they’re tired of DIY-ing it. Maybe they’ve realized that a simple investment will make their life so. much. easier.
At this point, your target audience is significantly more likely to call you over your competitor because they know you and they like you so much they’re excited to work with you. Plus, they trust you to get the job done well.
These individuals can be considered your qualified leads, and they’re ready to purchase from you. It’s up to you to make that ask.
So where does this leave us in our party analogy? Maybe this is where you offer your number, say yes to a date, or if you’re really daring, go for the kiss.
Conclusion
If you’re tired of DIY-ing your marketing and are ready to work with a dedicated marketing team, schedule a free consultation with us to see how we can help your business grow. Email us at info@starfox.media or give us a call at 760-385-3117. Or fill out our contact form for more information.
