The Challenges of Creating a Meaningful Message
The best approach to creating a successful, meaningful message that your audience will engage in is to ensure the individual feels recognized and appreciated. The goal of your message should be to alleviate a pain point, supporting a demand, or simply offer enjoyment. However, there are some obstacles that can hinder developing an effective message, such as data, regulations and restrictions, trust, and transparency.
With less than 20% of marketers confident in establishing a successful strategy for personalizing messages, it’s imperative to look at the logistics and refocus on the core of what connects consumers to a brand. Addressing data challenges, ensuring compliance with regulations and restrictions, and establishing trust and transparency are all starting blocks for developing a meaningful message.
Investing in customer data platform and other AI tools can assist with organizing data to generate complete, detailed customer summaries. One approach could be a direct, transparent approach where zero-party data is collected, which allows for open, honest feedback from customers.
However, customers may be more hesitant to provide information as personal data security has become a hot topic in the realm of marketing efforts. For example, the 2018 Cambridge Analytica scandal lead to the General Data Protection Regulation in Europe, which sent marketing and communications into a frenzy to ensure compliance with the new regulations of online personal data storage and use. California also enacted the California Consumer Privacy Act, which requires businesses to disclose the personal information they’re collecting and request permission before selling the data. These types of regulations make it more difficult to target specific customers based on demographic or other identifying information, such as zip code, age, or gender.
With that being said, trust and transparency are integral to implementing the approach of collecting data on customers. This is done through building relationships with the customers and being transparent about what their information will be used for and how it will be stored and protected. Even providing information on local, state, and federal regulations protecting their information collection, storage, and use could assist in developing trust by showcasing your diligence and respect for legal regulations of their information.
Successfully Composing a Personalized Message
According to the American Psychological Association, meaningful work provides motivation, engagement, and happy workers. The same concept can be applied to creating a meaningful message to your target audience. Investing in a product or service is more than just a purchase to consumers; it has a purpose. Storytelling is at the core of building branding and messaging, which is why establishing your brand’s purpose will provide more meaning to the individuals it serves.
Here are some ways to create a more meaningful message.
- Go back to the beginning.
Try asking yourself the hard-hitting questions such as, how was your company founded? Why is the work you do important to those you serve? How has the company changed since its inception? Revisiting the story of how your company began can lend you revelation to the meaning of what you do. You could also chat with founders and employees who have been with the company since the beginning to discover a deeper meaning.
- Open an honest dialogue.
Conducting stay interviews could be a great resource for opening an honest dialogue. Take detailed notes about what they say and analyze what words or descriptions are used repeatedly. This can be used to develop a better understanding of the meaning behind the organization and how its employees perceive it.
- Listen, analyze, strategize.
Almost anyone who engages with your bran will have an opinion about it. Opening yourself to constructive feedback can provide the details you need to improve your brand. Analyze what is being said and strategize a plan to move forward.
- Clarify the “why.”
Emphasize why employees enjoy working for the organization. Discuss why the organization enjoys what it does and the people it serves. Explain why customers come to you for your product and/or services over a competitor. Find ways that articulate the why of your message and your brand.
- Everyone is a brand ambassador.
No matter what department an employee operates, they are a representation of the company as a whole. For example, a rude interaction between a cashier at a department store may result in that customer never returning to the department store. Ensure that all employees understand their role as a brand ambassador.
If you’re looking for ways to strategize your marketing and sales techniques, contact Insured Solutions. Our team of HR experts can assist you with finding a business model that best suits your business needs. We have a full suite of HR solutions to provide you a wide range of services available to you.
Sources:
Key Challenges with Personalized Marketing and How to Overcome Them
Why It Matters to Add Meaning to Your Marketing