Marketing messaging can be challenging. If you start with a single person in mind when developing a message, the process is much more efficient and usually more successful. Recognizing the human that is reading or watching the message is critical, so create a space for them to feel special. The trend of customizing messages is on point, but the application has to be thought out to be or appear customized.
A few key elements of a marketing message are your product, target market, persona, pain point of that persona, keywords and phrases, written content that is the basis for video, podcast, memes, and other social media posts, and that you have outlined KPIs. That can be a complicated situation for what takes priority. The reality of a marketing campaign is that the priority of this list of activities is based on the persona/person and the method of communication they prefer and how it is delivered – email, blog, video, etc. For instance, an email requires different thoughts than an SEO-optimized landing page or direct mail letter.
The method of communication to your targeted persona is dependent on how they prefer to “consume” content. Persona designation is based on demographics (statistical characteristics of a human) and psychographics (characteristics of their attitudes and aspirations). Then there are assumptions, which need testing to validate. If you are marketing to 40-year-old women who are entrepreneurs, Pinterest (users are 70% Female) and LinkedIn (43% Female, but business-focused) may be equally as likely spots to get in front of them. But you have to generate content and track results to validate that speculation.
Thanks to Khoros.com for the stats on Social Media Usage.