1. Have absolute clarity about your positioning. What do you stand for as a business, who is your target audience, and what do you do (in simple layman terms)?
2. Understand the ‘internal questions’ your customers might have, meaning what are the obstacles that stand in the way of a customer buying from you. If you understand this then you can create content that answers these questions.
3. Establish what platforms your customers live on. Different demographics favour different platforms and each platform has its own ‘culture’.
4. Ensure you communicate with your customers using an appropriate tone. Take Skinny mobile and Spark as an example. They are owned by the same company and broadly speaking they deliver the same product. However, they communicate with their customers in a completely different way.