Using content marketing to build connections
Last weekend, I was a guest speaker at a Brunch and Branding event hosted by Shelley, the founder of 1nonly Beauty located in Vaughan, ON and Chisannah a Content Creator.
It was an eye opening event and the attendees walked away feeling so informed and excited about implementing all of the marketing strategies that we shared.
I wanted to share a summary of the main topics I discussed during my presentation. Hopefully, you can implement these and watch your community grow!
The Art of Digital Marketing: Understanding the Power to Create a Memorable Brand with a Trusted Online Community
Hello, I'm Jennifer, a Project Manager, Lash Artist, and founder of The Beauty Business VA. This post is a deep dive into the foundation of building a memorable online presence that builds authority, trust, and loyalty with your target audience.
The Agenda
Understanding Brand Psychology
Understanding the Buyer's Journey
Content Marketing Strategy
Brand Identity
Understanding Brand Psychology
A brand is more than just a logo. It's a product, service, or concept with a unique and memorable identity that sets itself apart from others in its industry. The color, design, tone, and logo are what distinguishes a brand from others and stays imprinted in your mind.
A brand's tone is the mood or emotions conveyed to your target audience through a specific style of communication to connect with them. It's the words and languages that your brand uses to speak to their audience from a unique perspective.
A brand’s voice is the attitude that your brand has. It’s essentially the way it speaks. Your brand’s personality is the traits and characteristics of your brand. Think of your brand identity as a person. Consumers don’t just purchase things, they purchase from a place of CONNECTION.
Brand archetypes are central to your brand’s unique product by providing values, a distinctive personality, and a journey for your audience to embark on and fulfill. There are a total of 12 traits, created by psychiatrist Carl Jung, that helps you differentiate your brand by giving your brand a personality so you can use it to create a deeper connection with your audience.
Understanding the Buyer's Journey
Sometimes called the customer’s journey, it’s the active path or process that a prospective customer goes through before they make a purchase. There are 3 stages: Awareness, Consideration, and Decision. The best strategy is to create content for each stage of the buyer’s journey.
Content Marketing Strategy
Content marketing is a type of marketing where you create and share valuable content with your audience. It takes about 3-6 months to gather feasible information about your content strategy. Content pillars are key themes and topics that align with your brand’s values and messaging. They should be broad enough for you to add more context to each bucket.
Brand Identity
Identify the foundation of your brand, research your competitors and your target audience buying behaviors and demographics, and define your unique selling proposition and applying them across your business.
Once you've identified your strategy, you need to optimize your social media bio. This includes a strategic SEO optimized name, value proposition with personality, call to action, location, contact information, and a relevant website link.
Key Takeaways
Brand psychology is important because it allows you to get into your audience’s mind to make a mental connection.
The buyer’s journey allows you to provide a solution to your potential customer’s problems by giving them resources at each stage so they can trust your brand.
A content strategy is necessary to have a structure toward creating content that is valuable, relevant, and engaging to push forward your brand’s messaging.
Content pillars are basically talking about 3-5 of your brand’s core topics and saying them in a million different ways.
I hope you enjoyed this deep dive into digital marketing and branding. Don't be a stranger! You can find me at @thebeautybusinessva, or you can reach out to me at info@thebeautybusinessva.com.