“Either write something worth reading or do something worth writing.” –Benjamin Franklin
This one isn’t expressly about marketing, but it can be useful if you apply it to your marketing campaigns. Digital marketing with relevant content can be a lucrative way to drum up business.
But you might have to get out there are reach consumers in person to give them something to talk about. Where digital marketing ends, make a strong impression with an experiential marketing campaign.
Do something memorable that consumers will want to write about on social media.
“When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.” –Guy Kawasaki (Apple co-founder)
An enchanting brand is a brand to be remembered. Imagine if marketing left you feeling enchanted–– not only would you want to return for more of the same experience, but you’d also spread the word to anyone who might use the same product.
If you really want to show consumers you care about them, create a marketing experience that enchants and delights. It’s the emotional connection that will make you their first choice, every time.
“What helps people, helps business.”–Leo Burnett (American advertising executive)
Successful marketing provides people with something that they want or need. It gives them a positive experience, provides them with information, or helps them solve a problem.
When you put the consumer experience first, you find business for your brand.
“The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.” –Tim O’Reilly and Sarah Milstein (Co-authors of The Twitter Book)
Though the authors here were discussing Twitter, the advice applies to marketing in a broader sense. Any form of social media or marketing campaign should aim to engage consumers in a conversation.
People, whether in daily social interactions or in marketing experiences, don’t like just to be talked at. It’s a quick way to disengage consumers and help them forget what you’ve been said.
Instead, asking for participation and putting consumers in the center of your marketing campaign will give them a memorable experience.
“Give them quality. That’s the best kind of advertising.” –Milton Hershey (Founder of The Hershey Chocolate Company)
Your brand should speak to consumers with something that improves their quality of life. Consumers often buy emotionally and will be happy to support your brand when they perceive it to add quality to their lives and to the lives of others.
Offer more than just a product–– offer a feeling. Offer an experience. Hold onto consumers by making sure your marketing stems from the quality you’re providing them.
“Understand why and how your audience uses technology and then start trying to align your communications efforts.” –Brian Reich & Dan Solomon (Authors of Media Rules!)
Whether you use it purposefully or not, social media is inevitably a part of your brand’s marketing. Consumers constantly use social media to find and share information.
Even staying off social media is a social media statement. So look carefully at how consumers are using technology and communicating.
Don’t just put up the same messages all around the internet. Take the time to get to know your audience well and target your approach for the most success.