Collaborative post – may contain affiliate links
We all get it. There’s an entrepreneur around every corner these days it seems, and they’re always too passionate in telling you about their bright new idea. From random business accounts which follow thousands of users in order to gain some cheap exposure to people dressing up ‘insight’ and ‘free ebooks’ as a valuable business tool which really only serves to promote their brand.
Consumers understand exactly when and where they are being sold to, and if they are intelligent (many are,) they despise it. People simply know that when they want to spend their money, they will search the market for the products they want, check the reviews, and make their choice then. It’s very rare that consumers will purchase a product directly off the back of what an advertisement tells them. The marketplace is simply too aware, too experienced, and too knowledgeable in all of the tricks businesses small and large employ to separate them from their money.
With winter coming up, this can be even more difficult. Consumers are on hyper-alert, and will react to any cheesy marketing with stifled groans.
There are ways around this however. Here are some tips to help you become better embedded in the cultural consciousness of your potential consumers, to the point where they don’t suspect a marketing tactic on the horizon.
SEO (Search Engine Optimization) is often the most effective and most subtle meanings of marketing your brand. Hosted through articles and affiliate linked content, targeted, specific and insightful commentary is generated which paints your product or service in a positive light. The great thing about this is that often, there is no deception taking place here. The articles written are often genuinely helpful and insightful, and therefore the fact that your product is linked seems like a natural fit.
Not only does this allow consumers to find content they are actually looking for, but they won’t feel forcefully sold to in any way, shape or form. Using the right SEO agency will naturally help promote your article to the top of Google’s search ranking algorithms, potentially giving your product or service a truly massive amount of exposure a half-tuned out radio ad could only hope to achieve.
In all of the refinement in marketing development over the years, the market is saturated with too-sharp video advertisements and beautifully graphically designed ads. Keeping things simple and explaining to your audience (with brevity,) what your product does, who you are and why they should care can be a breath of fresh air in an industry mostly concerned with image. People aren’t used to being given an entirely honest picture of a product; they are used to being sold a fantasy ‘always best,’ version of it.
If you can manage to separate yourself from all of this superfluous marketing, you can be sure that turning a few heads will be child’s play. At the very least, the image of your firm will start on the right footing, opening a frank and honest dialogue with your consumers. This doesn’t mean that you can’t sell the positive points of what you are offering. It simply means you’ll go about it in a much clearer, less ‘shiny’ way. Sometimes, that is all an intelligent consumer is looking for.
We’d be remiss if we didn’t mention the power of social media marketing. A huge percentage of smartphone users are now in possession of Instagram and Facebook accounts. Personalities within many disciplines reign supreme here, as they boast the largest amount of followers and as such, have a giant platform for exposure. Sometimes, a consumer doesn’t care in the least about what you as a company can offer. They are used to the sales pitch. Sponsoring and sending free products to a notable person in the demographic you are trying to target can naturally and more approachably present your products to a wider audience.
Sometimes, you needn’t even pay them for an outright endorsement. The fact that they are using your product can serve to generate a massive amount of interest in your brand. Depending on how you want to play this, you could actively have users searching for your product themselves based on the back of what they’ve seen from your sponsored personality. Again, this way no one has been deceived. A natural connection between your firm and client has been developed, something that businesses would do well to learn from.