The Power of Relevance
You’ve been in this situation before. It’s about supper time and you get a craving for a big, greasy burger and fry. Heck, maybe even a shake. When that craving hits, a place comes to mind that can fulfill that craving. Could be McDonald’s, Five Guys, Burger King, or some other burger joint out there. The fact of the matter is that something drove you to think of that place when a craving hit.
Brand relevance is what drives people to use a brand’s products or services to fulfill a need. This writing isn’t just about burgers. This idea of relevance applies to real estate agents, brick and mortar stores, restaurants, and any other business. You receive business as a result of being relevant to a consumer that has a need that must be fulfilled.
Relevance is powerful. Relevance converts. Relevance is good for business. But what does it mean to be relevant? Our opinion is being positioned as “top of mind” with your client when they are faced with a specific need associated with your business. With this being said, if we are able to identify how to associate ourselves with a need in a consumer’s mind, we will win.
There are tons of ways we can establish relevance in our target consumers’ mind. That being said, there is one option in our opinion that is extremely efficient, cost effective, and impactful. This “secret” relevance tool is social media.
Social media should be utilized by your brand as a way to continually drip brand association with your audience. In consistently posting relevant content, you are able to stay top of mind with your consumer in a non-intrusive way. Social media is powerful for marketers because it allows brands to stay relevant without being “annoying” or “intrusive” to the audience’s experience. Let me be clear; if your content is a constant sales pitch, people will ignore you. The real impact comes from distributing content that is engaging, fun, valuable, and is focused on enhancing your audience’s experience on social media.
In closing, I ask that you think about what your customer’s experience looks like right before they decide to visit or call your brand:
- What are they doing?
- What drives them to visit or call you?
- How can you establish relevance with others that are going through the same experience?
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