Don’t Follow Every Trend
Designs trends are consistently changing and all of the designers and developers on the web are often found posting content with the new annual trends for the year, whats hot and whats not. I often find larger companies using these source during debates of how to position their online presence for the FY and smaller businesses following these hints and tips to a “T” to make sure they are getting the most from their digital presence but I question is that really the right way?
Don’t get me wrong not all trends are ineffective, some of them are very nice to integrate into your strategy as a whole, however I caution using these sources as the only go to guide to position yourselves. In my humble opinion, the true bread winner which is often overlooked by the product development team, marketing department and sales team is concern for the customer.
Create Empathetic Content
Whether your B2B, B2C, or B2B2C one thing remains the same about your online presence and that’t that you want to provide great engaging content to your audience. One in which the tone of the copy is empathetic to the needs of your audience immediately building an affinity with them before having any sort of dialogue.
An excellent resource to help content marketers and designers start taking a more customer centric approach is Strategyzer’s Value Proposition model. These guys have fully taken into consideration the target customer segment as well as the pains they experience and the solutions they are looking for but don’t know how to find.
Understanding this information while ordering their level of importance really helps your team to identify how to order information through several mediums, while making the brainstorm process more efficient as you’ve eliminated the guess work and have targeted problems.
All in all the Strategyzer tool can be useful in several other facets of building your brand identity, check it out and see if it works for you.