Creating a Marketing Strategy That Inspires Joy With Your Customers
The new catch phrases we seem to be hearing for 2020: ‘These are unprecedented times’ and ‘things are little different this year.’ It’s as if these phrases are everywhere we turn. Yes, things may be different, and yes, we’re living in a “new normal,” but the one thing that hasn’t changed: Our ability to create joy.
Does your brand create joy? I’ll bet if you took a look at what your product and service offering is and why you started your business in the first place, it was to make people’s lives better. Take this opportunity, especially while things are hard and different, to remind your audience of that.
Here’s our checklist of things to consider when creating a marketing strategy that inspires joy:
What about your product or service makes your customers lives better?
What are the ‘happy’ aspects of your brand? Meaning, what about your brand and the way you speak to your audience is light-hearted? If it brings a smile to your face, it will most likely bring a smile to your customers’.
What are all the different ways you can show your customer the light-hearted nature of your brand? Make sure how you go about doing this is authentic to who you are as a brand. If your brand tone tends to be more subtle, you don’t want to all of a sudden make a huge departure from that and feature something loud or bright. Ask yourself, ‘what do my customers love about my brand’ or ‘what are some of the best environments where my product/service is used’ and use that as inspiration for how to bring joy to your audience.
Putting it into action:
Take a look at your content calendar across all channels, social media, your website, email, etc… and see where you can plug in content that inspires joy and showcases your product or service in a positive light.
Create a fun video, GIF, or series of lifestyle shots that highlight the best aspects of your products in a way that makes you smile. Remember, if it brings a smile to your face, it will to your customers too.
Look for strategic partnerships. This can be partnering with a like-minded brand to create a bundle together, offer a giveaway, or asking your audiences to share how they’re using both of your products.
Acknowledge that it’s fun – by nodding to the fact that you’ve intentionally created content that was meant to bring joy, your audience won’t feel that you’re ignoring hard issues, just that you’re trying to bring some lightness into the world through your brand. You can do this simply by posting a video of your product being used in a fun way. For example, let’s say you make hats, feature someone wearing your product in a playful way at the beach with a caption around ‘Summer days are here, we hope you’re soaking up the sun.’ You’re not pushing your product, you’re suggesting that by using your product, the customer can bring lightness and fun into their life too. This can apply to any marketing channel. For email, you can put together of your favorite summer activities as they relate to your product, but without pushing your product.
The key to bringing joy through your brand is not about pushing your product or focusing on making a sale - it’s just about framing your brand in a positive light so the customer will consider your products or services when they need them.
We all need joy in our lives, especially when times are tough. Make your brand stand out by being thoughtful and intentional about creating content that inspires happiness. You’ll have fun, and your customers will too.