Have you ever wondered how the big companies in your field market themselves? How on earth do they sell their products and services so well?
It’s good to learn from our own experience, but sometimes it’s better to learn from the experience of others. Here are 3 powerful marketing strategies we can implement:
Know who you are selling to, and talk to them in their language.
The reality is you can’t sell to everybody. You need to make sure you know what you’re selling and who you are selling it to. Once you’ve identified who you’re selling to, you have to speak their language.
For example, Patagonia, an American clothing company that markets and sells outdoor clothing, has a mission rooted in social responsibility: “Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”
From that simple yet deep statement, you can see that Patagonia is partnering with people who are passionate about the environment and at the same time want quality outdoor products.
Patagonia’s goal is lofty and worthy, but not one that’s easily communicated through simple graphics or 30-second ads. So what do they to get their message across? Patagonia uses consistent content to build a passionate community of people who share their values – and eventually support the company through purchases.
Patagonia has a large, active, and engaged social media following, especially on Instagram (more than 3.9 million followers). They use their social media platforms as key distribution channels to drive their audience to their longer-form blog content and spread their environmental message first and foremost—rather than just promote sales.
Invest in content.
Johnson & Johnson’s website feels more like a magazine, and it’s clear the 120-year-old company is investing in content, especially in today’s content-consuming generation.
J&J has been working well towards the goal of producing stories daily. Their website content speaks to their history, company culture, and the products they give to people. Content categories include: “Innovation,” “Caring & Giving,” and “Health & Wellness.” Through their content, readers get a better sense of who Johnson & Johnson is, and what they do as a company.
Another example is one of today’s most recognizable brands: Google.
Google consistently delivers free content that people value and use in their everyday lives. Their videos, apps, games, and content speak to people at a personal level that people can relate to. Most of Google’s content is inspiring, entertaining, and informative, although yes, with subtle self-promotion. This is one reason people hold Google in such high esteem: the brand proves its value every time people interact with it.
Plot out your customer’s journey and experience.
There’s a trend amongst Apple users. When people purchase a new Apple product, they often take a video of themselves doing the so-called ’unboxing.’ Just do a quick search on YouTube—you’ll find hundreds of Apple unboxings from people around the globe.
Do you ever think about how your customer would feel about your product? From the time that they are looking for a solution to their problem to the actual purchasing of your product?
The “Apple experience” includes elements from every aspect starting with the purchasing process—comparing different product versions, trying out products in the retail store, actually spending money to buy the item, receiving it, unboxing it and setting it up…
Always appeal to the senses of your audience: smell, taste, touch, sound, and sight. Customers should experience your product fully—from start to finish.
When you craft a powerful marketing strategy for your business, start with your “why.” Then, define your “how” and plot “what” your customer journey will be.
