Identifying a target audience is one of the most important things a startup must do. The company needs to have a specific market in mind when creating, designing, and pricing a product or service.
Moreover, it's equally important in terms of marketing. Before you start telling your story, you need to determine who exactly you're talking to. This will help you decide what angles and tone to take.
Most business owners are aware of this. But what they don't consider is how their marketing story applies to the rest of the company. According to a Fortune article, you need to make sure that everyone associated with your company understands your brand identity:
"Let’s first define who needs to hear your story. Most companies use the press as a starting point, but you are not crafting your story just for the media. You are also crafting your story for current and potential team members, customers, partners, and even competitors — basically everyone within your extended network needs to understand your story."
It's not hard to see why it's important for this to be in place. If you market your company's excellent customer service but your sales representatives have no people skills, your brand experience won't match its perception. When this happens, consumers won't know what to think of your business.
Before you start telling the media your story, make sure everyone in the company is on board. You should focus on the internal aspects of your company before thinking about external factors like the media and your target audience.
Marketing stories are only effective when people from the inside and outside believe them. If you manage to get your story across to your employees, the media, and your target audience, you'll have a successful marketing campaign.
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