Authenticity is in, Artificiality is out.

We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!

Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.

Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.

 People are more interested in the people behind the brand than the products.

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.

One of the most important cohorts that are value-driven are Gen Z.

They are the first generation to grow up with the internet compared to Millennials and Gen X. 

This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.

Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions. 

Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.

Take a look at the image below. What’s the first thing that comes to mind?

Nike.

If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.

Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired. 

Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best. 

Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.

Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values. 

Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.

Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.

Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy. 

1. Craft your story

No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.

What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?

2. Connect emotionally to your audience

Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.

Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.

Give them an experience and how they will feel when they buy the product

3. Show, don’t tell.

A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.

Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.

4. Call to action

Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.

We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.

Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.