Your ultimate goal in marketing should always be to reach your target audience and convert them into loyal customers. However, with so many ads and promos vying for their attention, it can be difficult to make your message stand out. The key to success is connecting with your audience, and there’s no better way to accomplish that than learning to speak their language and making your marketing material more human.
So how exactly can you do that? Here are some tips and tricks we’ve learned to help our client’s ads and video marketing content shine.
Talk about your impact
There’s always a time and place for sales-focused language, but humanizing your content often looks like selling a lifestyle more than the product itself.
Think of it this way: when someone mentions Patagonia, what comes to mind first? A breakdown of the specific type of polyester blend they use in their clothing, or the inspirational outdoor lifestyle their brand affords its customers? Companies like this use video content to embody a feeling and invite the customer to be part of something bigger than themselves—and whether or not they buy the product at first, they always remember the story behind the brand. These impact-focused stories are what amplify and extend their brand’s reach. So when you’re creating content, try focusing on the impact your product, process, or mission can have on your customers.
Don’t get lost in trends and fads
Using trends and fads in your promotional assets can help your message resonate with your audience. Unfortunately, it’s easy to get caught up in the trends and fads, which can make you stray from your brand voice.
Think of your marketing funnel as a roadmap that you create. Each step of the journey should be carefully planned to ensure that it resonates with your audience and delivers a meaningful message. While it's okay to experiment with new formats and techniques, it's essential to stay true to your brand's values and message.
Your content should resonate with your audience and stand the test of time. Avoid being swayed by trends and focus on creating authentic, human-focused content that connects with people on a deeper level.
Focus on why your customers use your product—not why you sold it to them
The differentiating factor between your brand and the competition isn’t always what you think it is. That’s why it’s so important to interact with your customers to hear their stories, get feedback, find out what they value, and use this knowledge to amplify your existing strategy.
When you take this approach, you’ll quickly find out that sometimes people aren’t buying things for the “big-ticket” selling points your marketing team is focused on. Take the time to ask your people (customers and employees alike) why real people would want to buy your product and build this into your marketing funnel. It might be a niche reason, but it will resonate with your audience. You never know how your customers might be using and testing your product in ways your team has never thought of!
You are your best salesperson
It’s tempting to hire professional actors for your video content, but there are huge resources right at your fingertips—your employees, customers, and loyal partners. After all, these people are often your brand’s greatest advocates.
Each member of your team plays a critical role in connecting with your audience and building trust with customers. By empowering your team to become brand advocates, you bring a human element of people who believe in your product and are willing to share their experience with others. These people know the brand inside and out, and might even have a better understanding of what the world values in your company.
A human-focused approach to marketing always boils down to the connection you’re building with your audience. Story and passion always go a long way toward cultivating trust with your customers. While in the past, companies have been focused on having a polished look or feel, this new focus on humanizing marketing can have a positive impact on sales, customer loyalty, and your company as a whole.
Ready to take the leap and create some amazing content for your brand? We can help!