In the 1900s, the term “coolhunting” was coined as a marketing strategy. The term referred to marketing professionals who searched for cultural fads in order to predict future trends. Today, the online sphere is much more complex.
Smartphones have become the Swiss Army knife of technology, providing more spaces to connect with your audience. According to Statista, 3.5 billion people are smartphone users (subscription required), many of which are consuming content at a speed we have never seen before. So, how will your content highlight the unique value that your personal brand brings to the table?
As society becomes deeply interconnected, we are witnessing technologies converging, marketing trends pivoting daily and social media platforms constantly evolving. As a result, companies must perpetually adjust the type of content they push out to ensure that they are staying relevant in their space.
Consumers want content that is relatable, unfiltered and organic. This is why it is more important than ever to build your brand with authentic values that resonate with your audience. The content that you are producing must be intentional. Your posts should capture your readers’ attention and make them think.
To define what your brand is, you need to identify your target audience.
Once you understand your viewers’ values and ambitions, you will be able to provide them with content they can connect with. To do this, you will need to review your existing following on social platforms, research like-minded creators and evaluate your current social media presence.
Second, you must develop a specific persona that will read and enjoy your content. Think about all the details that make up this person. How old are they? What do they like to read? What are their hobbies? Keep asking yourself these types of questions.
You must also be your target audience. You should consume similar things that they do, and engage with your demographic on a daily basis and at a micro level.
Once you have established who your audience is, you can better develop on your brand’s voice and values that your target market will identify with. The tone of your posts must showcase the personality that you wish to convey.
Don’t throw things at the wall and hope they stick; discover what platforms will best meet the needs of your business and be authentic in the process.
Facebook, Twitter, LinkedIn and Instagram are very different social media platforms. By identifying the needs of your audience, you will be able to narrow down what platform your audience is spending time on and what type of content is generating engagement.
I encourage you to invest time in discovering what platforms will best meet the needs of your business and pursuing those spaces. Track your results and take action based on your findings.
Regardless of what platform you are active on, the key is to provide your audience with an authentic brand — one that will attract viewers based on the type of content that you publish. But what does an authentic brand look like?
Here are a few characteristics to consider:
• All written content should be conversational.
• Apply the 80/20 content rule, where 80% of your content should inform and educate while 20% promotes your business.
• Experiment with different platforms and engagement opportunities, such as Twitter videos and polls, LinkedIn posts, Medium articles, Instagram Live, etc.
• Use a wide range of mediums to share your content, such as images, quotes, short video clips, interviews, community involvement, etc.
• Provide insight on given topics and ask open-ended questions.
• Continue to learn and speak with your mentors to gain different perspectives.
• Be real with your audience. You aren’t perfect, and your audience will appreciate it when you share your mistakes or struggles. Despite popular opinion, no one likes a fake feed.
Sharing genuine messages and ideas invites your audience to hit the “follow” button and share their opinions in the comments. By engaging with your viewers, you are demonstrating a continued commitment to their community and the values that you are advocating for. Do not just tell your viewers your ideas, but rather, take action with your message. Encourage people to follow your journey and make sure you have strong calls to actions on your profiles and content pieces.
By identifying your target audience, building a community and ensuring your brand’s authenticity, you are well on your way to finding success in the online marketplace. Find a tone and message that you believe in, but most importantly, be ready to put in the work.
What’s the golden rule out of all of this? Remember to be yourself.
