The Power of Intentional Marketing
Marketing is all about building trust and creating shared meaning with your audience. It’s what helps you make authentic connections that create loyal customers. This year, it’s important to stay intentional with your messaging, making sure to align your voice, your customers’ needs, and the WHY of your business.
As you outline your marketing tactics for 2021, keep these ideas in mind:
Be Authentic: no business can survive without being honest—at least not for long. Deliver on the promises you make in your advertising and marketing. Speak to your customers in a language that feels true to your brand.
Transparent: in a time when people are doing everything online, make sure that people know how you're using their information. Respect their privacy and never share personal information with a third party without consent. If you have a website, make sure it has SSL (aka a Secure Socket Layer) which ensures that the information passed from you to your customers safely and securely.
Provide Options: gone are the days of spamming and list buying. Make sure you give customers the opportunity to opt-in or out of your email communications. Ensure that if they do opt-out, they are successfully removed. Set up an email follow up campaign (you can automate this through a “drip email campaign”) with a message like “We miss you” and give them an option or incentive to sign up again.
Be Accessible: nothing goes perfectly 100% of the time. Just look at 2020! Make sure your customers can contact you easily and have an action to fix errors or provide easy returns and exchanges.
“Your words matter. Authenticity is the most important attribute to creating trust and building brand love. It enables you to build relationships with your customers through personalization and storytelling.” – Surefire Local
As the new year begins, take some time to re-evaluate your WHY. “Seldom few know WHY they do what they do. This is your purpose, cause, or belief; the very reason your business exists. WHY is not about making money. That’s a result.” Review this famous Ted Talk about The Golden Triangle by Simon Senek.