Spark Your Brand
Wanted to share some marketing trends, but realized once again: engaging content isn't just about following trends like a TikTok-obsessed teen 👀. It's more than just sales, it`s about mastering your brand strategy, identifying the audience and approach.
Ready to turn your content from meh to magnificent? Let's dive in!
Identity Check
If you don't get your concept, how can your customers?
Forget pushy or boring product pitches 🥱, focus on crafting experiences, solving problems, educating and fulfilling dreams.
Take a look at your social media feed. If it's filled with only product shots & has more promotions than a Black Friday sale, well, Houston, we have a problem! In nearly every industry, we can purchase almost identical products or services at roughly the same price.
It may be hard to navigate in the space of similar goods and services.
Your product may be unique today, but will it maintain its uniqueness tomorrow? And when faced with losing that uniqueness, how will you differentiate yourself from competitors with lower or the same prices?
That's why focusing on your concept is very important. It's where you identify the extra value you offer your customers and explore authentic ways to show it.
Create Value
Forget the hard sell and focus on service. Share value that keeps customers coming back for more.
Because let's face it, nobody likes feeling like they're being sold to (looking at you, vacuum cleaner salespersons).
I don't want to offend anybody and respect all jobs. It's just a personal trauma of mine.
Art of Customer Care
Speaking of service, have you heard about Zappos Family of Companies? These guys have customer support that's better than a therapy session. It`s a 24/7 support and a 365-day return policy.
Once they sent flowers with a heartful note to a customer who wanted to return shoes after her mom passed away.
Another great example – customer service agent stayed on the phone for over 10 hours to provide emotional support during a difficult time ❤️🩹.
They also work hard on their reputation, with various charity initiatives, all to fulfill their motto: “Delivering happiness”.
Trend Express
Mentioning valuable content, are you subscribed to any newsletters you really look forward to 😍? I have the only one from The Creator's Toolbox (https://www.creatorstoolbox.co/).
It's a weekly source of inspiration, covering AI tools, software opportunities for creatives, and the latest trends. Seriously, these guys have me considering an annual subscription, and they're not even paying me to say that!
Escape the Clone Zone
Don`t be afraid to inject some personality. Tell stories, show you care, build connections, and maybe even drop a meme or two.
Let me give you some examples:
Fischersund (Iceland perfumery brand: https://www.fischersund.com/). Their website and Instagram feel like a cozy cabin in the Icelandic wilderness, complete with calming music.. it seems that you can smell the ice, touch dark waters and feel the fresh air.
Fischersund stunning content (source: Fischersund Facebook feed).
Aesop. If aesthetics were a person, they'd be Aesop. Their content, interiors and collaborations with artists and musicians are so cool, that stimulate all five senses even through photos and videos.
Aesop aesthetics (source: Aesop website).
Patagonia. Beyond quality, their strong environmental message and commitment to equity resonate deeply. Mixed with the free spirit of climbers and surfers 🏄, it's hard not to believe in their mission!
Le Labo Fragrances. I just fell in love with their manifesto, website, and Instagram feed. Their content is beautiful, authentic, and unforgettable.
Le Labo Fragrances (source: Le Labo Instagram feed).
Pakendikeskus, a local packaging products seller, has funny and eye-catching advertising campaigns that make us laugh.
Shine Brighter
Stop looking for the "tactics of the day" or creating more of the same content. Let's do it in a more creative and conscious way.
Don't try to please everyone; it'll only make your message unclear and mediocre. Maybe it is the reason why you're still swimming in a sea of sameness and not differentiating from your competitors.
Let your content shine!
Brands often fear making statements, but when they do, it strengthens their position in the market and garners respect.
For example, in 2021, LUSH halted posts on Meta and started to support People vs Big Data fund after revelations by ex-Facebook staffer (Meta knew its algorithm was harming teens, but they played it down).
Despite criticism, LUSH also gained a lot of support.
Coffee Talk Insights
Where can you find all that information? What will your loyal customers love or hate? What kind of people are attracted by your business today? First of all we need to know our current audience well, as this will help us understand our potential audience better.
You already have enough answers in your customer base. You can also ask them directly 👋. Invite a small group of customers for coffee and explore what they think. You'll be surprised to hear a lot of interesting opinions, pain points, and good ideas.
And the main thing is, we sometimes forget that people create content for other people and it shouldn't just be done to fill a gap in a social media feed. Let's keep it creative, fun, and authentic.
Success takes time, so buckle up and enjoy the ride! 🚀
