What makes your customers like your marketing communications? Clarity, being relatable, and credibility.

Photo by Austin Distel on Unsplash

Your potential customers are humans with specific needs. Be it a need for beauty, travel, fashion, business support, software or food — they know what they want and know how they want it. For this reason, they will be looking for viable solutions to their specific needs. The times of generic marketing nonsense are long gone.

As most industries are getting increasingly competitive day by day, we are bombarded with more and more marketing messages. Not only this makes it difficult to stand out for brands, but it will also make it borderline impossible for your potential customers to remember your brand among the many similar alternatives.

Here at Brand Auditor, we collect and process millions of data points regarding brand popularity, customer perceptions to evaluate brand and marketing communication effectiveness. This article will summarize some of our key findings.

If are interested in doing a marketing communications audit for your brand, you can start configuring your audit here:

Marketing Communications Audit

Customers will appreciate it if your marketing communication is relevant to their needs

As Neil Patel says in his article:

Customer-centric marketing uses personalized messages, products, content, and more to ensure the consumer is getting exactly what they’re looking for.

Neil Patel

But a customer-centric approach needs to go beyond just your marketing. Relevant marketing communications start with knowing your customers and understanding their needs and requirements. Successful brands do not think about what they want to sell, but they observe what their target customers want to buy.

This knowledge and approach make it easy to describe your products and services in simple, straightforward terms. In today’s online environment where attention span is minimum, and noise is massive, short, and sweet yet spot-on descriptions are much more effective than content that needs thinking and efforts to understand.

Before releasing new marketing communications content, ask yourself: is this relevant to my potential buyers?

Clarity, clarity, clarity

Do not make your potential buyers think too much. Describe your products and services as clearly as possible. Successful marketing communications are similar to any other form of communication. Any unnecessary disturbance will reduce the chances for your message to be delivered. Clarity is a quality that consists of various elements.

  • Being specific about benefits
  • Being factual about details
  • Using simple, easy language
  • Using expressive visuals
  • Information that can be delivered swiftly

Relatable brand and marketing communications

Besides clarity, you can make a lasting positive impression on your customers by making your brand and marketing communications relatable to them. This requires an understanding of their social characteristics, interests, preferred ways of communication, use of language and further qualities relevant to your target audience.

To make your communications relevant, use a language that they are comfortable with, and that is relevant to the context and product you are selling.

Pay attention to address specific issues they might have related to the problems your product is meant to solve.

Approaching your customers with relatable and clear messages will make them feel that you really understand their needs and wants. In addition, they will immediately feel a connection with your brand.

To cover the basics of being relatable, your brand and marketing needs have guidelines for the following:

  • Tone of voice, use of language
  • Recurring content topics
  • Common issues that your products can solve
  • Visuals content, including photos and videos
  • General aesthetics

Credibility and demonstrated expertise

Clear and relatable communication is key to get the attention of your target customers. They watched your ads and perhaps visited your website. In order to generate sales or any kind of valuable engagement, you will need to build rapport with your customers, and the best way to do that is by demonstrating expertise and credibility.

Spoiler alert, the credibility of your brand cannot be earned with client logos and shiny testimonials. Everyone can put that on their website. Instead, your customers will be more interested in how your company is approaching issues and in what way they describe solutions.

Relevant, appropriate use of language is key to earn trust. Going deeper, demonstrating industry-specific expertise with valid arguments and solutions will make an incredibly positive impact on your potential buyers.

Revies on various platforms such as TrustPilot or Google My Business will help as social proof, but your buyers will mostly base their opinion on your content.

How to evaluate your brand and marketing communications?

There are various ways, but the best is to do a Marketing Communications Audit.

This audit enables you to measure how people feel about various aspects of your cross-channel marketing communications — including ads, social media, brand website, and PR.

Is your marketing relevant to your customers? What do people like about your brand and what makes it feel off? Do your followers enjoy your content or they just mostly ignore it?

Each selected scope of your analysis will add a separate page to your report with the following information:

  • Score ratings of 4 micro-aspects (1 to 10) by your respondents
  • Score ratings of similar brands benchmarked with your scores
  • Comments and feedback received from your respondents

Easy going entrepreneur living in Malta. Proud owner of hotel consulting company Daniel Diosi & Partners, and Brand Auditor. Sports, health, good times 🤟