In this blog series, we’ll look at how to create a more authentic brand—and combine it with effective performance marketing to generate better connections, increased loyalty and higher ROI. Read part 1 here.
Marketing your Better Brand
You know that creating a Better Brand requires being transparent, having conversations with your customers and building true relationships. Your marketing can play a big role in all of those things; when done right, it will highlight and reinforce your brand’s authenticity.
However, you’ll likely need to change how you think about marketing—because it’s not enough anymore to have a great logo, a well-known TV ad or even an iconic endorser. Today, having broad reach isn’t necessarily the most important thing; instead, successful brands create intimate connections with targeted audiences.
Your brand isn’t for everyone, so don’t treat it like it is. Think about the audiences that matter most to you, the ones that won’t just buy from you, but the ones who will engage with you and tell others about their experiences. Then, craft campaigns and communications that speak directly to each of those audiences.
Yes, that means creating different communications for different audiences. If you’re a high-end resort catering to adults, for example, you could attract parents by extolling the benefits of a rejuvenating getaway without the kids. For couples who don’t have children, however, the message might have similar language about a peaceful, distraction-free stay—but place more of a focus on the luxury amenities and experiences they expect during their travels.
Is that more difficult? Absolutely. Is it more effective? Yes, because not only will you reach targeted audiences with tailored messages, you’ll have data to refine your approach at a more granular level. If something isn’t working with one audience, you don’t have to blow up your entire campaign; you simply make changes for that particular segment. Performance marketing allows you to get more out of your marketing dollars.
Know your audiences
Before you get to those messages, though, you have to determine not only who your audiences are, but who you want them to be. How old are they? Where do they live? What is their cultural background? How educated are they? What is their income level? What is their family situation? What are their interests? What do they really care about?
Create some personas who embody these audiences. Give them names and faces to make them seem as real as possible. Then, think about what you want to say to each of them.
Sometimes the best way to sell… is not to sell
Today’s consumers know when you’re selling to them—and when you try to make it seem as if you’re not selling to them, they’ll know if you’re faking it. A Better Brand is an authentic brand, and sometimes that means simply providing relevant content and messaging that isn’t necessarily designed to sell. An example might be a post on social media about five great things to do in your area, without including your resort on the list. You can even acknowledge this: “We’d love for you to visit our resort, but even if you don’t, you really should check out the amazing activities around our region. Here are five of them.”
That helps build relationships with your potential customers. It provides value, it builds trust, and yes, it could make them more likely to check out your property. You should be fine with it if they don’t, though. Remember, you’re not for everyone, and you might not be the brand for them. But you just might be the brand for their friends or other connections, and marketing with shareable content that isn’t about selling can help you reach those extended networks.
New tactics and strategies
It’s been said that people don’t follow brands, they follow people—a notion that has been proven with the rise of influencers. These people already have strong connections with their own followers, and when they talk about your brand, they lend it some of their authenticity and authority. It’s an incredibly powerful thing, one that we’ll talk about more in our next post.
You’ll also want to think about other ways to forge stronger connections and engage your audiences. Don’t just send the same email campaigns you’ve always sent. Be bold and different. Ask customers what they want and what would make their experiences better, and then, if possible, do those things. Give them reasons to trust you, to recommend you, and they will come back again and again—or at least recommend you again and again.