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 for establishing a long-term relationship between companies and customers. However, these guidelines are not always implemented: according to the Customer Engagement Report 202481% of brands said they had a deep understanding of their customers, but less than half (46%) of customers agreed.  

Paula Klotz, media and growth manager at Alot, a martech agency specializing in brand building and management with AI-aligned strategies, said listed five main conducts to elucidate and reaffirm good communication practices. Check: 

1. Know your persona

According to the expert, when thinking 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. Study it, go deeper than simply determine the audience in women, from 30 to 40 years, Class B and who live in the South and Southeast region, for example”, Paula explains that it is necessary to understand their interests, their motivations, their pains and thereby create strategies based on the behavior and peculiarities that each user has, bringing a more focused communication to the needs of the user and to what the persona has desires.

2.  Have clear and well-defined goals 

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

According to the manager, often by the desire for results and not understanding the best way to evaluate the campaign, professionals change the strategy midway, believing that it may not be working, for example, The sales volume is not increasing, but the campaign that is running has the goal of brand recall, despite impacting on the sales result, it is something that will happen in the long term and tinker with the campaign can be precipitated if you have not analyzing the top funnel metrics. “Align everything at the beginning and set the goals and KPIs (in Portuguese, key performance indicator) that will be followed for each campaign is more than it is done with a safe way it is done.  

3. Select the channel according to your goal 

When it comes time to decide which channels the campaign should be broadcast on, often companies want to be on the channels that are in “hype”, but you need to be alert: “see if the social network matches the strategy outlined and the audience you want to talk to. For example: if the audience is INSS pensioners over 65 years old, in debt, Tiktok is not the right place to impact them. Speaking of social networks, Facebook is more assertive, because we know of their access to the” channel. She explains that at the time of the mix of channels is essential to be impacted I want to be the audience? 

4. Build custom messages for each persona 

If before we were already talking about the importance of ad customization, now we are talking about hyper personalization. The user will increasingly need to identify in the ad and generate an emotional connection with that advertising so that the trigger and the impulse make him pay attention. “The goal is to get you 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 exposes.

5. Do AB tests all the time

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