One of the best things I did at the beginning of this business journey was to do some digging. It’s what I called the ‘the personal discovery phase’ which is what a lot of branding experts refer to this phase as. It had me dig into questions like:
who am I as a business owner?
who do I want to be in the long-term and what are my business goals?
what motivates and inspires me day-to-day?
what do I stand for and what am I willing to share?
what can I best offer others through my services?
and most importantly, who is my ideal target audience that I want to work with?
The people who are here reading this blog, browsing through my website loving the look/feel, taking a glance at my Instagram account or reading my tweets to get ideas and responding. I know some branding experts say you have to narrow in and get very specific on defining who your target audience is when it comes to communications and marketing.
But what if you know you serve a wider audience? Because that is what I am doing. Working with clients both inside agriculture-food and beyond. Even within our agriculture-food sector, it’s comprised of a wider audience of people - people of all ages/generations, farming/non-farming backgrounds and even ways of thinking.
This blog post for example could resonate with a 65 year-old professor/journalist, a 20-something communications professional who is just starting their career or a 30-year old new mom who knows that the company she works for needs help in their social media efforts but doesn’t know who to turn too.
These are all the people I’m talking too and want to do business with.
Its OK to speak to many people. To attract a larger audience than simply defining one audience. To me, that’s brilliant communications when you can have a message that resonates with a millennial man and a baby boomer woman.
But that is at least the first step in being an effective strategic communicator: defining your target audience and knowing who you are talking too in your marketing-communications efforts.
And this is the first step that SO many brands, businesses and executives forget to take, especially in agriculture-food.
The personal discovery process was a good reminder for me. The messages I was left with after reading books and articles and doing the thinking I needed left me with one final thought:
When you or your brand/business says something, don’t say it for you, say it for the people you’re trying to attract and the audience you’re targeting.
The intent and goal of communicating should always be to have what you say, land in the ears of others. And have it resonate.
Good communicators don’t speak for themselves, they speak for the sake of what others want to hear or should hear.
You will be hearing more from me on the ‘how-to’s of executing successful social media and digital communications campaigns and how to use the right tools in the online world, but if you ever want to hear more from me on a certain topic, by all means, I’d love to hear from you with your ideas.