Check out five tips to have assertive communication within marketing

When it comes to marketing, understanding who your target audience is, what product preferences, tastes and even the punctual behavior of each of them are some of the premises to establish a long-term relationship between companies and customers. However, these guidelines are not always implemented: according to the Customer Engagement Report 2024, by Twilio, a data platform focused on customer engagement, 81% of the brands claimed to have a deep understanding of their customers, but less than half (46%) of customers agreed.  

Paula Klotz, Media Manager and Growth at Alot Agency, Martech specializes in building and managing brands with AI-aligned strategies, He listed five main conducts to elucidate and reaffirm good communication practices. Check it out: 

1. Know your persona

According to the expert, when you think about advertising, it is essential to know who you will communicate this to. “It is not enough to know only the target audience, it is necessary to understand the persona. Studying it, going deeper than simply determining the public in women, aged 30 to 40, from class B and who live in the South and Southeast regions, for example”, points out Paula, who explains that it is necessary to understand her interests, her motivations, her pains and, with that, create strategies based on the behavior and peculiarities that each user niche has, bringing a communication more focused on the needs of users and what the persona has of desires.

2.  Have clear and well-defined goals 

“The clearer your goals are, the easier it will be for you to create an assertive strategy. Therefore, it is important that even working the sales funnel (a function that identifies the flow traveled by the leads), you have your primary and secondary purposes, in addition to knowing which channels and metrics you will use to evaluate each of them. Example: It's no use doing an awareness campaign and questioning why you don't reflect on sales conversions, and that's not the purpose of this action”, he warns. 

According to the manager, often, for the yearning for results and for not understanding the best way to evaluate the campaign, professionals change the strategy along the way, believing that it may not be working, for example, The sales volume is not increasing, but the campaign that is running has the objective of brand memory, despite impacting the result of sales, it is something that will happen in the long term and messing with the campaign can be hasty if you are not analyzing the top of the funnel metrics. “Aligning everything at the beginning and defining the goals and KPIs (in Portuguese, key performance indicator) that will be monitored for each channel makes decisions more rational and safe. Thus, you do not harm the result of a campaign that is fulfilling exactly what was proposed by its format”, he indicates.  

3. Select the channel according to your goal 

When it comes time to decide which channels the campaign should be broadcast on, companies often want to be on the channels that are on the “Hype”, but it is necessary to be alert: “See if the social network matches the strategy outlined and the audience you want to talk about. For example: if the public is INSS pensioners over 65 years old, indebted, TikTok is not the appropriate place to impact them. Speaking of social networks, Facebook is more assertive, because we know their access to the channel”. She explains that when putting together the mix of channels, the triad is essential: who is my audience? What message do I want to convey? What action do I want my audience to have when impacted? 

4. Build custom messages for each persona 

If before there was already talk of the importance of personalization of the ad, now we are talking about hyper personalization. The user will increasingly need to identify himself in the ad and generate an emotional connection with that advertising so that the trigger and impulse make him pay attention. “ The goal is for you to get around the sea of ads and distractions. The customer needs to be impacted and understand the exclusivity of that communication, so you are the best brand option for him to make a purchase”, he explains.

5. Take AB tests all the time

“After all these well-aligned steps, not being afraid to test is paramount, only by experiencing new opportunities and approaches will your ads be more successful. No planning comes out 100% as expected. We will always have improvement points and ABS tests show that in a controlled environment, you can find new segmentations, creatives, journeys on the site and much more. Making a comparison to generate more inputs and data and transform this into a new planning will reflect great results”, he concludes.