Date: 23rd February 2018
Step 1: Once you’ve established your business idea it’s time to stop thinking about you and start thinking about your customers or audience.
Too often we design our logos, packaging, products or services around what we like and what we think works, forgetting that just because we like the look of our products and see their value/worth doesn’t mean our target market will.
Step 2: Profile your ideal customer. The key word here is ideal. If you can target that one perfect customer the rest will follow. In doing so, when you sit down to write or design your content you can really visualise who they are and what they’re going to be interested in.
This exercise is by no means a simple one, nor is it the kind of exercise that should be done once and then filed away. Do it regularly and learn from customer feedback to refine your archetype for them.
Step 3: Profile your brand. There are many systematic approaches to defining your brand’s personality. What words do you like as a brand and will use repeatedly, what words or phrases are just not very you as a brand?
Step 4: Now it’s time to work on your brand toolkit.
What matters here is figuring out how you are going to use visuals that attract your ideal customer. If you’re really stuck spending a couple of days consulting with a designer will help you make decisions and define what will and won’t work so you don’t waste time and effort later down the line.
Step 5: Marketing your product/service essentially increases its visibility and desirability to your target market, which is why building your brand profile through content marketing, relies on the work you do in steps 1 & 2.
Once you know who you are and who you’re going to talk to online, brainstorm ideas with others about the types of content you’re going to write or design and make sure these are connected to your overall brand and the interests of your ideal customers.
Step 6: Now that you’ve got an idea of the type of content you’re going to produce and what you expect your ROI (return on investment) to be, it’s time to create a clear strategy.
Put simply, this means when you sit down at the computer to write that content you know exactly what you need to do to encourage the next client to pick up the phone or encourage customers to click add to cart. The trick at this stage is to be confident in your product or service, be creative and produce diverse but create consistent content where you can. Again those core aspects you’ve defined in Steps 1 & 2 will really help here.
Step 7: Content marketing is where your business can really fly. Having an on-brand, well-planned content marketing strategy in place is where you’ll start to see a return on your time (or monetary) investment.
If you get to this stage – or realise throughout the whole process that you’d like to cherry pick the bits you’ll be good at and think about asking others to help with the rest then take action here for the good of yourself and your business.
Blog provided for Digital Enterprise by our Digital Champion Helen from One Line Studio.
Helen Barlow-Scott, Creative Director
One Line, Design for a difference.
t: +44 (0) 7806 652 541