“Marketing is no longer about the stuff that you make but about the stories you tell.”
Quote: Seth Goddin
If you haven’t heard of Seth Goddin then stop what you are doing right now and jump onto Google to read everything and anything that he has produced. Seth Goddin has been described as ‘the ultimate entrepreneur for the information age’. One look on Google and you’ll learn he’s got over 30 years in marketing, written 19 best selling books, helped over 60,000 people like you through his workshops and he’s worth a whopping 34 million dollars! He specialises in marketing and branding, but above all in creating value and relevant content for your audience.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Quote: Seth Goddin, Define Brand
There’s an old saying that ‘a little goes a long way’ and in todays society this has never been more important. It’s extremely hard to stand out from the crowd, especially in business! Do you catch public transport to work? I can take a bet that almost 70% of people on your weekday commute to work are heads down, locked in to their phones either on Instagram scrolling mindlessly, reading the daily news or checking their emails. Our brains are consuming so much data that we just cannot process it all.
So how can you stop potential clients scrolling through and disregarding what you have to offer? You need to go back to the core of your business. What are you selling or what service are you offering? Then think of small ways in which you can give back to your community through value rich content.
Perhaps you have an online homewares store. Some ways you could create value rich content are:
Start a styling blog using your latest stock showing customers ways they can incorporate your pieces into their homes
Ask customers how they have styled pieces – use these pics on your social media & ask them to share
Is summer on the way? Why not curate collections or pieces that work together
Do you sell lots of dinnerware? Why not show customers how to style a table for a dinner party
Better still… give them some of your favourite recipes
Do most of your customers buy for gifts? Show them how to wrap it beautifully
Connection is king:
In the old days of marketing, businesses would just talk to their customers, generally with offers they thought their customers wanted. Today, our customers are often the ones talking to us with opinions and ideas and we need to listen. Our job as business owners is to engage and truely connect with our audience. For once we have that connection with them, we can nurture it and they will be our brand’s best marketing tool.
Authenticity is key:
We’ve all heard it before… be authentic. But what does being authentic actually mean for businesses? Well it’s about living and breathing your business through the eyes of your customers. Fashionista and founder, Pip Edwards from PE Nation is the epitome of authentic in our eyes. She lives and breaths her brand from the inside out. You’ll see Pip day in day out showing up wearing her brand and wearing it with pride. How can you show up for your business?
Do you have an amazing story to share? Have you built your business from the ground up? We all love listening to stories, it’s engrained in us from our upbringing. Do you ever remember sitting with your grandparents whilst they told a story about their childhood? I know I was almost always hooked! Stories engage our senses. They allow us to imagine, dream and relate what you are telling us back to our own lives. Above all, a good story leaves a lasting impression.
Check out Seth’s blog on why stories matter.
Creating value for your audience is not easy but just start small. Give back to them through value rich content, listen to their opinions through connecting, tell a story and above all, be authentic. Truely start to understand your customer and what their challenges are and how you can solve their problems. Remember that you can’t solve your marketing problems by buying your audience, or through buying advertising space. We must deeply connect with our audience. Start small, create a plan and show up frequently backing your brand. It will take time to grow a following, it won’t just happen overnight.