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Guest post by: Lisa Manyon Become an Author

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Social proof and engagement are the name of the game when it comes to building relationships online. The "know, like and trust factor" are vital when clients are determining whether or not they will do business with you.

In general people are getting tired of hyped up sales tactics. They crave genuine connections and relationships with the people they choose to do business with. It now takes an average of 7 impressions for your marketing message to stick (and it could be even more by the time you read this). This means it's even more important than ever to be consistent and to deliver your message via the various marketing vehicles available. Your message must resonate with your ideal clients and each of them may respond differently depending on the medium you use.

This means delivering the same message in different ways such as email, social media posts, direct mail, web copy and video and audio messages, is vital to marketing success.

Incorporating video and audio in sales letters and other marketing materials creates a demand for copywriting to support radio, podcasting, television and viral video efforts. This means you'll need to craft your copy carefully and take into consideration how your ideal clients will receive, respond and digest your information. In short, there must be a cohesive strategy for all your messaging and that may vary depending on your marketing methods.

Although audio and video are not new to the marketing mix, the demand for quality and thoughtful messages is increasing rapidly. The random home videos and inconsistent messages we've seen to date will be replaced by savvy marketers with well-written and well-produced communications that more appropriately support serious brands and brand loyalty. Because clients are more demanding and discerning it means your marketing message needs to meet them where they are. With this change comes the need for strategic viral media campaigns and professional production guidance.

Clever copy helps position your businesses more professionally and this means you must carefully plan your copywriting and outlines for radio scripts, podcasts, audio broadcasts, viral videos, television ads, infomercials and interviews. This includes strategic planning for all mediums including interview techniques which are becoming an increasingly popular venue. Crafting leading questions to shape your message in this arena is vital.

It's time to pay close attention to how your business is being represented. The most progressive businesses insist upon carefully thought out plans, production, copy and partners to execute all of their marketing efforts.

•Do you have a plan and are you being consistent with your message?

•Is your message crafted appropriately for each medium you use?

•Are audio and video a regular part of your mix to build relationships with your ideal clients?

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