In today’s society, we’re faced with a constant flood of information. Whether it’s through social media, radio ads, e-mail blasts or television commercials, there’s one thing that’s certain: we’re relentlessly being marketed to. While it’s important to recognize current marketing trends and use some of their tactics to your own advantage, it’s also vital to use moderation and originality. In this article we’ll discuss why it’s important to craft a unique content strategy and explain why.
Unique content matters because it sets you apart from your competitors. We’ve all seen ads or social media pages that mimic a popular brand. While this can be visually appealing, it communicates to your followers that you’re not capable of crafting your own message. It subtly says that your product or brand isn’t strong enough to stand on its own and it actually works to diminish your market presence.
Unique messaging that fits your target demographic is more likely to be enjoyed, discussed and shared with others. In today’s market, word of mouth and referrals are some of the most powerful sales tools a company can leverage. Don’t take it lightly.
Take a brand like Toyo Tires, for example. They’ve created an unimaginably successful online marketing strategy through their social media presence. When you visit their page, you’re greeted with exciting images that showcase the edgy voice of the company. Contrast that with Goodyear Rubber & Tire, who resides within the same sector of the industry, but who has a completely unique message (family friendly and reserved). If Goodyear were to copy Toyo Tires’ messaging, they wouldn’t be true to their brand and, more importantly, they wouldn’t be interacting with their target demographic in an efficient way. While they may gain attention and interest from Toyo Tires’ enthusiasts, they’d be losing their loyal customers. Loyal customers are more likely to invest in purchases and convert much easier when re-marketed to, so they’re certainly worth protecting.
The key to creating unique content is to understand who your target and/or loyal customer is and recognize the style they prefer to communicate in. Once you’re able to identify that, be bold! Be confident and use your brand’s core voice to your advantage. Communicate your strengths and the quirks that make your company distinctively “you”. Consumers appreciate originality in many forms and they react better to it. Brand Recall metrics are significantly increased with unique messaging that’s tailored to the right audience.
As usual, keep in mind that too much of a ‘good thing’ can be detrimental to your brand. There’s a fine line between copying the tactics of other brands and stealing their messaging entirely. It’s okay to piggyback on trends, but step out of your comfort zone and really push your voice to its full potential. The results just might surprise you!
As always, the team at ShopPulse is here to help if you need assistance with branding, online marketing or web strategy. Our friendly representatives would love to talk to you about solutions to your needs and help you craft a plan and/or tailor a resolution.