But who among us who manage and run a small or medium-sized business has truly immersed ourselves in the deepest desires of our target audience?
Opening a profile on Instagram or TikTok is the easiest step. It is a technical step so even if no one has taught you how to do it, with a lot of attempts you get what you need. You have your new profile on social media. Now what?
The real work begins when it comes to speaking your customer’s language. Resonating in their mind on a level that goes beyond the superficial.
What you will find in this in-depth study on what to say to the Customer:
The Corporate Communication Dilemma: Talking Without Knowing What to Say
Listening is more important than speaking
How to Start Communicating with Your Customer
Where to Start with Effective Communication
The Corporate Communication Dilemma
Problem : Small and medium-sized businesses (I'm talking about the local shopkeeper or the b2b professional who wants to start promoting themselves online) often treat blogs and social buy phone number list media as an obligation, not as an opportunity. Everyone does it, I can't stay out of it. Result? Channels (social and website) abandoned to their fate. For example, the company blog is remembered only to publish sterile, lifeless press releases that no customer would ever dream of reading.
Main causes :
Audience Ignorance: It’s not enough to know the age and geography of your audience. Do you know their dreams, their fears, what makes them wake up in the morning? These seem like questions more suited to a psychoanalysis session, but there’s a reason, and we’ll see why in a moment.
Absent Content Marketing Strategy: Opening a channel is useless without a content strategy that aims to build a real connection between your business and the people it is aimed at. Why dance around topics or subjects that may be trendy but that do not move the purchase for your customer?
Superficial Measurement (or none at all): if you don't measure, you don't know. And if you don't know, you don't grow. The lack of analysis (even minimal) leads to a dull communication. It is perpetuating a talking to yourself: sooner or later your body and your mind will tire of it.
Have you ever tried to Listen Before You Speak?
How to Listen to Your Audience ? Start Here:
Demographic and Psychographic Analysis : Go beyond the numbers. What do the data say about your customers' passions, hobbies, and consumption habits? Where do they buy? When do they buy, with whom do they buy, and based on what inputs, stimuli, or advice?
Feedback and Engagement : Don't ignore or underestimate comments, reviews, and discussions on social media. Even and especially when they don't talk about you. They are a gold mine for those who know how to listen. They offer very interesting insights into what your ideal customer wants to know or learn about a product.
Surveys and Questionnaires : Ask your audience directly what they want. Surprisingly, they are willing to tell you if they think you are listening. If you have a physical store, start asking questions (use some tact or discretion) to get to know the people who come in to you. Don't have that option? Take a day off and try going into your competitor's store or a similar or related business.
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Strategies for Effective Communication
Develop content that speaks. Don't just type words or shoot videos that don't convert. Once you know your audience, speak to them in their language. Use the right channels (online and offline) and the right tones (words and styles that respect their value scheme).
Now open your eyes wide because what you find below is practically a ready-made Monthly Editorial Calendar . You just have to adapt it to your company or business:Seek relevant (preferably controversial) news : Monitor current news and events that may resonate with or influence your industry. Controversy attracts attention, sparking discussion and engagement from your audience.
Make a list of methodologies : Develop and share a list of specific methodological approaches or techniques that are useful in your field, providing a valuable resource for practitioners and the curious in the field.
Case Studies, Success Stories, and Interviews : Feature detailed analyses of notable successes within your industry, including interviews with experts or key players, to offer inspiration and practical learnings.
Certainties and Doubts : Open discussion of “accepted truths” in your field compared with new theories or criticisms, stimulating critical reflection among professionals and consumers.
Tutorials and step-by-step guides : Create content that guides the user through complex processes or tasks, step by step, making learning accessible and practical.
Behind the Scenes of a Real-World Example : Offer an exclusive look at how things get done within your company or industry, humanizing your brand and increasing transparency.
Challenge of the Week, Month or Period : Invite your audience to participate in themed challenges to stimulate engagement and creativity, offering recognition or prizes to increase participation.
Values, motivations and vision that drive you to action : Share the inspirations and principles that guide your company, connecting emotionally with your audience and strengthening your brand image.
Narration of an object, a photo, a song : Use cultural elements as leverage to create engaging content that tells interesting stories related to your brand or industry.
Industry Event Reporting : Cover relevant events in your field, providing detailed analysis, commentary, and summaries that can serve as reference for those who couldn’t attend.
The Glossary That Explains Your Business : Develop a glossary that defines key terms and concepts in your industry, educating your audience and strengthening your position as an information resource.
Celebrity Profiles (and Inspiration) : Use celebrity bios and stories to inspire and engage your audience by showing how they can influence or be relevant to your industry.
Lessons Learned from Everyday Stories Applied to Your Work : Transform everyday experiences into life lessons that can be applied to your professional context, providing food for thought and continuous learning.
Trend Analysis : Constantly monitor emerging trends in your industry and adapt them to your content. This not only shows that you are up to date, but also that you are an active and responsive thought leader. Your content then becomes a reference for those looking for the latest news and in-depth analysis.
Interactive Webinars and Workshops : Organize online sessions where the audience can actively participate, asking questions and receiving answers in real time. This format not only increases engagement, but it allows you to build a community around your brand, making participants feel part of something bigger.
Interactive Polls and Quizzes : Use these tools to engage your audience in a fun and informative way, offering them the chance to learn about themselves or the world around them, while simultaneously gathering valuable data about their preferences. This type of content can help guide future decisions and further personalize your communication.
Visual Storytelling : Harness the power of images, videos, and infographics to tell attention-grabbing stories and communicate complex messages simply and immediately. Visual content is often more engaging and can convey emotions and concepts in ways that words alone cannot.
Influencer Partnerships : Identify influencers in your industry or related industries who resonate with your brand values and collaborate with them to reach new audiences authentically. These partnerships can significantly amplify your reach and add credibility to your message.
User Generated Content : Encourage your customers to share their stories and experiences with your brand. This not only provides social proof, but also amplifies your audience’s voice in your marketing, making the content more authentic.
Live Streaming : Leverage live streaming platforms to provide a behind-the-scenes experience or share events in real time, increasing transparency and trust in your brand. This format also allows for immediate and spontaneous interaction with your audience, which can strengthen your bond with your followers.
Content Personalization : Use the data you collect to personalize your messages and offers, making each customer feel unique and appreciated. Personalization can significantly increase the effectiveness of your marketing, making each communication more relevant to the recipient.
Thematic Podcasts : Create or participate in podcasts that cover topics relevant to your industry, offering insights, expert opinions, and updates on the latest news. Podcasts can be a great way to reach an audience in a more intimate and engaging setting.
Challenges and Competitions : Launch creative challenges that encourage your audience to interact with your brand in new, fun, and potentially viral ways. These contests can spark your audience’s creativity and generate visible, shareable content that amplifies your online presence.
Cross-Feedback Network : Create a network of non-competing companies to exchange feedback on products or services. This not only helps improve the offering, but creates a community of mutual support that can lead to partnerships and joint opportunities.
Speed Networking Online : Adapts the concept of speed dating to professional networking, allowing participants to meet in short one-on-one calls to discuss goals, challenges, and opportunities. This format is effective for quickly creating many meaningful connections.
Co-creation Workshops : Invite clients, stakeholders and other professionals to participate in workshops where they can co-create content, products or strategies. This not only values the contribution of each, but strengthens relationships and encourages a sense of ownership and commitment to the brand.
Promote Unusual Hobbies and Leisure Activities : Find hobbies or activities that are lesser-known but exciting and promote them. This not only helps build communities around niche markets, but it also associates your brand with something unique and memorable.
Let me know how you get your new Editorial Calendar down . But remember, before the calendar you need an Editorial Plan, that is, a minimal strategy thanks to which you really know what to say to your audience. Without this, you are working much harder than necessary.
