Engagement is crucial to your growth trajectory because it aligns your customer’s needs with your brand values and voice.
Engaging with your customers helps them become aware that you can solve their problem, and in turn, brings them to the brink of buying your products or services and possibly becoming lifetime customers.
That’s why engagement is the second component of my REACH Visibility Trajectory™, which I’ve designed to help you assemble the building blocks of visibility — brand messaging, website copy, and strategy so that you can take action, build momentum and grow your sales. I introduced the full trajectory here.
Here’s a quick breakdown of the REACH Visibility Trajectory™:
E – Engage with your audience through brand messaging. ← you are here
In the first part of REACH, you focused on research. Now it’s time to use language to build that connection and truly engage your audience by showing them that you understand their problem and can solve it.
So, what is the best way to get your customers engaged and keep them coming back for more (or heck, the first time)?
Start by asking yourself questions like:
- What are your goals and core values?
- How do you speak?
- How do you want people to feel when they work with you?
Whatever you decide, remember to be authentic. Your customers may not even realize when they pick up on inauthenticity. BUT, authenticity plays a BIG role in how potential leads react to and engage with your brand. And your core values can help.
What makes core values so important?
Find Your Core Values By Looking Inward
The truth is, your marketing copy will ALWAYS reflect your internal mindset and values.
By defining your core values as a company, you’re streamlining those principles you already live by and giving your brand a focus.
This focus cuts through all the dandelion fluff and shiny object chasing to simplify everything from business decisions to content creation.
And, best of all, it’s a HECKUVA log easier for your audience to receive your message.
The brain can only focus on one thing at a time. So remember, KISS — keep it simple, sweetheart. And don’t make your customers multitask!
How many should you have, and how do you determine your core values?
I recently shared a full breakdown of how to define your core values, the questions you should ask, and where and how to use your core values.
Here’s the gist of how to define your core values in 5 steps:
- Use James Clear’s list of core values and select 10 of them that most stand out to you. Then cut those down to two or three.
- Identify what these words mean to you and how they relate to your business stakeholders — your team and potential or existing clients.
- Ask your team what stands out most about your business and record their answers.
- Check out the core values of your competitors and quickly compare — NOT copy — their own. How are you similar or different?
- Ask yourself: How should my branding make people feel?
Once you determine your core values, you can move on to creating a brand voice guide.
Create A Brand Voice Guide To Effectively Position Your Brand
What should a brand voice guide include? It should list specific words and phrases that position your brand the way you want to be perceived in your market.
In layman’s terms?
Your brand voice guide literally spells out the words you will use to speak to your audience.
Do you start words with but, and, or, and because?
Think about cadence, sentence length, punctuation preferences.
It also includes your mission and vision statements (if you have them) and any other pertinent details you might want to hand over to a writer or new employee.
Your brand voice guide might also include additional marketing elements like your target market, brand colors and logo, SEO keywords, and social media hashtags.
It’s jam-packed with awesomeness.
Hone In With Your Messaging Platform
If your brand voice guide is your game plan, your messaging platform is the high-velocity blueprint for brand positioning.
It’s your brand voice guide on steroids. The Rosetta Stone to your biz.
So who needs the bulked-up muscle-bound version?
Messaging platforms help companies expand their brand voice guide, aligning their ENTIRE team with a unified voice. This is extremely important for both external communications, like sales and marketing.
Have you ever enjoyed going to a party where everyone speaks a different language?
No business should be a stranger to messaging platforms – the more and more you grow, the more important it is to be speaking the same language (I’m talking getting as specific as SoCal vs NorCal).
From here, we can get started on the next building block in the REACH Visibility Trajectory™: Attracting, and internal conversations.
Engage And Connect For Life
Here are the facts: When you engage with your audience, the relationship should be a two-way street. You want potential clients to want to engage with your brand because they understand and share your values, and your message speaks to them.
This engagement from both parties forms an undeniable connection, which is why it’s one of the key building blocks to building relationships and closing sales.
If you’ve got this step down, great! You can get started on the next building block in the REACH Visibility Trajectory™: Attract.
If you aren’t ready to take the next leap, and instead are looking for a way to gauge the website copy you already have, you’re in luck. Download a copy of my FREE website copy checkup and turn your website into a 24/7 sales tool!