The importance of knowing who you're talking to and what you're selling
The importance of knowing who you're talking to and what you're selling
One of the first things we do when we take on a branding project or a new client for social media is to take a step back and ask ourselves a few questions: Who do they want to talk to? What are they really selling?
Without taking the time to answer them, it’s impossible to create anything that will exceed our client’s expectations.
Are you really talking to the right people?
It may seem like a tricky question to you, but sometimes business owners don’t have a full understanding of what their target audience really entails. You can say “Brazilians are my target audience,” but that’s quite a broad assumption.
You need to dig deeper
The answer above is a good starting point, but what about all the rest? Considering that it’s estimated that there are close to 2 million Brazilians living in the US, we need to take into account their hobbies, preferences, financial status, and desires so we can map out the groups that are most likely to connect with your brand.
To sell meals or moments?
Depending on how you look at it, both options are indeed correct. If you’re an owner of a steakhouse, for instance, you’re selling meals every day. But why do people choose to go to your steakhouse instead of others?
It's all about being part of their story
People can go to you because they like your food, they like the ambiance, and they like how they are treated there. All of these reasons constitute a much bigger one: They keep coming back to you because they had great moments and great memories there. Because of this, they will also come back to you to celebrate their own special occasions and achievements.
Bring life to your brand
To portray these moments on your social media goes beyond pretty product pictures or nice videos – don’t get us wrong, they do fulfill their purpose – but you need more to set you apart from the other thousands of businesses that display these kinds of content every day.
You need authentic content that will connect people to you and make them want to experience what you’re offering.
Don’t know where to start with that? Don’t worry, as you can see from this video we did for Terra Gaucha’s rebranding, we’ve got you covered. Let’s bring your marketing game to the next level together.
Ilana Paschoal
Head Media US
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