Is the plan to make some marketing noise? How will you reach your target audience?
For most, the first thought has something to do with the internet. Social feeds, videos, podcast, and email blasts. In one form or another, all brought to you by some form of internet streaming.
Then there is the brutal truth of it all.
The brutal truth is, most of what happens on all of these channels is nothing more than noise. Noise that the masses don’t care to see, hear, or read.
For your market though, for your tribe, your network, and your true followers, it’s not just noise.
There is a good chance that your audience is not as large as you might believe. Your audience is probably better described as the smallest viable audience instead of the concept that hundreds of thousands of people will see, hear, or read your message.
Your branding voice is for your smallest viable audience.
It is the people or businesses that really want to experience your noise. They care, they’re inspired, and they would miss you if you went away.
It doesn’t matter if your product or service is about baseball, weddings, or footwear. Your audience, but not the world, cares.
Be mindful of what you show them. Their attention spans are still limited and they have to look for you through a sea of noise.
Be timely. It is a delicate balance where more, is sometimes less.
Most of all ensure value. That starts by understanding what your market really wants or perceives as a need. Think carefully, because it may not always be as it appears to be at first glance.
If you’re going to make some noise. Make the right noise to the right people.
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.