An effective marketing strategy requires many moving parts, from consistent quality content, a clear understanding of your target audience, efficient communication, and even meeting legal requirements. Successfully checking off these boxes requires knowledge about the unique needs of your specific industry.
A marketing strategy for nationally known luxury interior design firms, such as our girl at InterLux Interiors, is going to look wildly different than that of our local Florida electricians at Axiom Power. In this post, our multi-faceted marketing experts at Charisma dive into how your specific industry will affect your marketing moves. We’ll explore:
Tone of Voice
Social Media Strategy
Let’s get into it!
Why You MUST Strategize According to Your Industry
When it comes to developing a marketing strategy, there are many elements to consider, but first and foremost, you need to understand what consumers are looking for from your industry. This requires niching down to the nitty-gritty to really pinpoint the kind of customer you want to satisfy.
Nailing Your Target
Labeling yourself as a business in the women’s fashion industry is simply not enough. What age range are you targeting? Do you create outerwear or underwear? Is your clothing colorful or neutral? Do you merchandise all of the above? Is your clothing sustainably produced but on the higher end of the price range? Each of these factors will significantly impact how you market since they shift your target audience.
You may have several different types of consumers, but each will require their own individualized approach to reach them and reel them in.
While in some cases, there are universal ‘rules’ for marketing in a certain industry, there are also many circumstances where ignoring the rules can be highly effective. Everyone knows Apple, a company that saw great success by playing up the simplicity of its products rather than leaning on complex jargon that has often been seen in the tech industry.
What’s most important is you develop a sense of clarity that defines your consumers, their motivations, their challenges, and how you can help them more easily than any other company.
Tone of Voice
Just like you wouldn’t speak the same way to a toddler girl as you would a 50-year-old man, you wouldn’t speak to a medical patient the same way you would talk to an art student. Therefore, your tone of voice should appropriately reflect your business, whether you own an integrative medical practice or an art studio.
The tone of voice you use in your ads, emails, social media content, and web copy should reflect your brand personality to help differentiate you and connect with your audience. Most importantly, your voice should stay consistent across all platforms.
Your brand voice may be:
- Positive & Inspiring
- Humorous or Serious
- Strong & Aggressive
- Highly Emotional
- Elegant or Absurd
- Respectful & Calming
- Educational & Informative
Your voice will likely fall into at least one of these categories, but don’t draw influence from too many different voice types, as this can get confusing for your customer.
Social Media Strategy
Your social media strategy is one sub-category beneath the umbrella of your overall marketing strategy, and it is super important in today’s digital landscape for the majority of businesses. You first need to know what kinds of platforms your ideal clients scroll on. Even if you aren’t big on social media, you should use these tools to do industry research. Social listening will help your business understand how consumers view your industry.
Accounting and finance firms or law firms are likely to perform better on Google Business or LinkedIn while a skincare company may perform better by running Instagram campaigns.
How you talk to your audience across platforms is additionally important. Casual conversations with emojis will do better on Twitter or Facebook, while LinkedIn is more suited for professional discussions.
In marketing, content is king, no matter what industry you’re in. However, the type of content produced will vary depending on your sector. One industry may benefit more from written content such as blogs, reports, and printed documents, while others will see more results with visual content like videos, infographics, and images.
The content you use will depend on both your defined target audience as well as your specific platform. Younger audiences are more likely to use Instagram and listen to podcasts than older audiences, who may browse Facebook and browse the news app. The kind of video content you share on TikTok will look and feel significantly different than what you share on YouTube.
Even though your content might look different across platforms, keep in mind that your tone of voice should stay consistent!
Learn More > How to Improve Your Content Marketing
Wherever You or Your Audience Stand, Market with Charisma
Regardless of your brand’s industry, your voice needs to stand out above the crowd so you can connect with your target audience. Researching industry competitors can help you design content for your demographic appropriate for the platforms you are growing on.
Marketing strategies change across fields because of what you're trying to sell and who you’re trying to sell to. Deep knowledge of your target audience is key to your success, which is why you need a team like Charisma to help you build your business.
If you’re ready to grow, no matter your industry, get in touch with Charisma - 813-535-2218!
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