Business panel: Finding your audience
How do I get customers to buy into my brand?
Gez Overstall, ecosystem manager at the Barclays Eagle Lab, replies:
The Flight Accelerator programme, run by Barclays Eagle Labs and the Digital Greenhouse, is helping start-ups and entrepreneurs overcome the different challenges involved with running their own business. Participants in a recent session learned how to develop customer relationships through targeted storytelling.
Here are my top tips for telling your story effectively:
1. Who is your customer? Firstly, businesses need to identify who their audience is and this needs to be more specific than just ‘customers’. Firms need to research their audience, understand what makes them tick and how your product/service meets their needs. This will help you tailor your communications and identify the most effective channels to reach them.
2. What is the subject of your story? Try and break down your story into simple key messages and ensure what you are trying to say is consistent throughout. Your messages should relate directly back to your business’ aims and objectives.
3. What do you want to achieve with this story? Each piece of promotional material needs to have a purpose. What do you want your audience to know, feel or do afterwards? Remember to be specific with these action points.
. Find more information about the Flight Accelerator programme here: www.digitalgreenhouse.gg.
