Authentic marketing is about giving something of value to your customer. As a B2C (business-to-community) marketer, have you thought about what your company is contributing to your audience? Are you giving them something they want?
Last weekend, I fought off cabin fever (thanks Storm Nemo and Blizzard Charlotte) with a dose of Marie TV. The star, Marie Forleo is an entrepreneur, life coach and marketing guru with a kick-butt attitude and down-to-earth personality. I stumbled upon her weekly YouTube series a couple months ago and now I’m hooked. She’s that awesome.
In one episode, Marie offered up some tips on succeeding with your business goals, one of which was giving back to your customer. It made me think about how Marie’s contributions to me have made me a loyal subscriber. Every week I can tune in and get really great advice on a range of topics relevant to my interests.
Paying attention to what you are giving your customer can really pay off in your marketing strategies. Here are a three ideas to consider:
- Teach your customer something
This is seriously one of the best ways to engage with your target audience. Build trust with potential customers by giving clarity on topics that confuse them. Prove to them that your company can make their life easier and better. - Give free resources
Make your audience feel like insiders. Incorporate resources, tips and tricks in your direct mail and marketing campaigns. - Be a storyteller
People love to know inside stories. How your company evolved and the people making things happen behind the scenes are all interesting ways to engage. The fact that Marie Forleo rocked it on MTV, is a Jersey girl who didn’t grow up with a lot of money, and knows a ton of 90’s R&B lyrics makes me respect her even more because I can relate to her experiences, and respect her ability to overcome hardships and obstacles.
Do you think giving adds depth to your brand? Have you incorporated this concept into your direct mail campaigns? Tell us about it in the comments below or share with us on Facebook.
Image courtesy Compass Creative.
