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4 Things Your Customers Want from Your Brand's Marketing

Contrary to popular belief, there is no right or wrong way for your brand to using digital marketing.

It's easy to get in the habit of following what the big marketers say is what works 100%. Because, if you can't trust people who do this on a large scale for a living, who can you trust? But I (and Lunar Logic) believe in looking at the data. And sometimes, data is... finicky.

What works for one B2C business isn't going to work for a different B2B business. And even among B2Bs, there is no defined perfect plan--no matter what anyone tells you.

Here's an example: Everyone knows social media is important. We talk about it all the time: most brands should be doing some form of social media. But does a manufacturing company that only serves other businesses need to be on Facebook, specifically? Probably not. As with any part of your business, how you use digital marketing will depend entirely on your business and your specific goals (as we've written before.)

When it comes to digital marketing, here are the 4 key elements that we think all brands, regardless of their business type, need in their digital marketing--because it is what helps attract new customers, keep existing customers, and establish your brand as a knowledge leader in your area.

1. Authenticity

No one likes being lied to. I know I don't (and I bet if you're reading this, you don't like it very much either!)

But authenticity means more than just not blatantly lying. It means a lot of different things for your marketing. It means presenting an image of your company as it truly is--not just what you want it to be. B2C brands often thrive when they are brutally honest on their social media: showing the ups and downs of running a business, writing about their struggles as business people, and (this is a big one) admitting to mistakes.

Yep, you read that right: sometimes, the best digital marketing is vulnerable. It's honest and raw... because at the end of the day, consumers want to follow real people and brands. They want something that is aspirational, but relatable in just the right mix. We've all seen those viral posts of brand owners snapping back at customers with legitimate complaints--it never goes well for them. As we've written about reviews before, replying to complaints honestly and openly, and admitting mistakes, is one of the best things a brand can do.

When it comes to authenticity, here are a few tips:
  • Define authenticity for your brand. What does it mean for your brand to be authentic?

  • Share your brand's story.

  • Open the conversation.

  • Show respect for your customers.

2. Knowledge & Expertise

One of the most important things about marketing isn't necessarily selling--it's about providing knowledge. People don't want to follow brands on social media, or get their newsletters, or visit their websites if they aren't getting something that they need. That something is usually information.

You know your business, inside and out. You know your services or products. You know what works and what doesn't. So why not talk about it? Why not share that information with your customers?

Sometimes, businesses can worry about giving away "too much for free"--but that's just not the case. Your followers, your customers, want information they can use. Whether you sell a consumer good (like granola or laundry detergent) or a service (like HVAC or home repairs), or you're a B2B, you are an expert in your field. Act like it! Share the information you have that is vital to your customers; answer their questions in the form of blog posts and social media.

3. Humor

A lot of marketing is, well, a little boring.

Many of our clients worry about maintaining a professional appearance on social media. They don't want to be too silly. They don't want to make anyone mad. As a result, their social media becomes dry. They worry too much about posting something that might upset someone and instead post things that are boring.

People want to laugh--or at least smile. People don't want to read a dry, boring blog post or website content. Humor doesn't have to mean cracking jokes every other sentence. It doesn't have to mean puns or anything like that. Humor could mean funny anecdotes in your website content, using memes or gifs in social media, and much more. It doesn't have to be edgy or extreme. It just has to show your brand's voice--because keeping marketing content personable is a big step towards improving your business's marketing.

Here are a few ways to add humor to your marketing:
  • Focus on social media. Social media is the perfect place for quirky messages, funny pictures and videos, and more.

  • Find the right team. Some people struggle to write funny posts. It's not a defect, it just takes a certain talent.

  • Continue to focus on pain points. Humor comes from pain. Most likely, your product solves a problem for consumers. How can you make those problems funny (without being insensitive)?

  • Smaller businesses have more room to be edgy when it comes to humor.

4. Value

Just like when it comes to sharing knowledge, your customers want value for engaging with your marketing. When they open your newsletter, they want to learn something. When they follow you on Facebook or Instagram, they want value for that follow. If you aren't providing value in your marketing, you aren't giving customers what they want. Again, many businesses are afraid of giving too much away: sharing too much information or giving too many discounts. But if you can hook a customer with a heavy discount once, and they love your product (when you know is amazing!), why not use that? Why not provide that value?

When it comes to digital marketing for your brand, everyone will combine different elements: you may opt out of social media and focus on email. You might not want to do email, but improve your website's SEO and blog content. There are many ways to make digital marketing work for your business--but if you include these 4 crucial elements, no matter what, you'll find success. And if you're like to learn more about how Lunar Logic can help you, click here.
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