MARKETING
Impactful Marketing Strategies For Businesses Across Sectors
By Kehinde Ruth Onasoga
Over the last 10 years , I have discovered that some of the most impactful marketing techniques ever launched are grounded in the fundamentals of simplicity , ease of message adoption , and evoking the right emotion within a defined audience . And this was once again illustrated with the launch of Nike ’ s Mothers Day commercial , tagged “ The Toughest Athlete .” This world-renowned athletic brand , leveraging impactful storytelling techniques , meticulously told stories of pregnant women ’ s everyday experiences across ethnicity , race , and continents . The joys , pains , and losses motherhood comes with and everything in between .
This impactful content joins in the long line ups of creatively reeducating their target audience with stories and learnings of everyday life while being motivated to be more , to do more . “ You Can ’ t Stop Our Voice ” remains a favorite . The brand ’ s ability to evoke the right emotions gives it that added leverage in creating a lasting impression in its target audience ’ s minds .
With such an example of an impactful marketing strategy cited , your business can also leverage such a strategy to create a lasting impression in your customers ’ minds . Bearing in mind that a great product and excellent customer service all bring these proposed strategies into perfect harmony . Be my guest as I share my thoughts !
Educate With Your Content
Beyond selling your products to your customers , do you actively engage them by educating them on your business ’ s nuances ? How you came about the product line ups ? The history of your establishment and so on . You will find that most Millennials and Gen Zs are drawn to brands deeply rooted in having that human connection . And what better way to this than to consistently engage them through educational content in possibly all its forms .
Statistics show that leveraging this approach to teach customers about your company ’ s service offerings can lead to 95 % top-of-mind retention . What ’ s more , everyday platforms you already leverage can be used in achieving precisely this objective from creating a robust content calendar that reflects this to its execution
Personalizing your marketing messages to your customers must show that you understand their pain points and want to help . Your content must be relevant to their needs , evoke the right emotions . It should be concise and easily understood to ensure your customer receives value with each interaction had with your brand . via your brand ’ s social media platforms , blog posts , email newsletters , articles , case studies , podcasts , vlogs , and so on .
Personalized Marketing Messages
One of the most brilliant examples of personalized marketing tactics was when the Coca-Cola Bottling Company had us search for our “ unique ” names on their signature plastic bottles in 2016 . Their “ Share a Coke ” campaign gave the brand some of the most impressive marketing statistics in recent times .
Creating a personalized marketing experience for your customers is one avenue to leverage effective marketing . This goes beyond simply adding your customer ’ s first names to an email newsletter campaign . The journey of personalization can begin from arriving on your website , being able to opt-in for content that is of interest to them , that simple yet effective act stands out .
Now for eCommerce businesses , the personalized experience in addition to the previously mentioned may look like this , mining the data for first-time purchases , abandoned carts , repeat purchases for behavioral segmentation to occur , enabling a more engaging experience .
Personalizing your marketing messages to your customers must show that you understand their pain points and want to help . Your content must be relevant to their needs , evoke the right emotions . It should be concise and easily understood to ensure your customer receives value with each interaction had with your brand .
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