You spend hours agonizing over trying to find the right technique to bring you massive success. The problem isn’t your content or your product, it’s getting people to discover you in the first place. Everyone said, “Well, start a blog.” So you did. Needless to say, the traffic didn’t come rolling in the way you thought it would.
Why aren’t your marketing strategies working for you?
Marketing your business makes up a huge portion of your success, but it it doesn’t always work quite as well as we hoped.
While this blog is new, I was able to generate thousands of visitors in less than a month when I first launched (if you want to call it that).
At the time, I didn’t use any of the marketing tactics or strategies laid out by established bloggers. I didn’t even know about them!
Instead, I used one principle that is at the core of every business I’ve started: meaningful marketing.
It’s easy to get wrapped up in the day to day when growing your business. You have to focus on sticking to a schedule, producing high-quality work, managing social media platforms, keeping up with orders, creating viable systems.
We get so caught up in fact, that we forget all about our customers, clients, and audience.
What’s worse is that we forget about them in the only way that matters; adding value to their lives.
It’s like going from the local mayor to becoming the President. Everything you do is for the good of the people, but you forget to think about the people as … well, people. Individuals with goals, dreams, frustrations and struggles.
You’ve been working tirelessly, all for the sake of making the people happy.
Well… are they happy?
Everyone with a voice is telling you how to market your business. A lot of these marketing strategies are actually helpful and can go a long way in solidifying your brand, diversifying your audience, and make you more money like:
But, there’s not enough emphasis on making real, tangible connections with your audience on an individual basis.
That’s what I did when I launched Sipblack. I focused on making solid connections with individual people in my target audience. I focused on meaningful marketing to grow my platform and increase awareness to my brand.
As the President (and no longer the local mayor), meaningful marketing would mean taking the time to go to a little town in the middle of nowhere and asking them how they feel about the country. Then, walking right in the thick of a protest and asking the leader what you can do to help.
Luke Jordan coined a new marketing strategy called Comment Collection which increased his engagement by 300%. Comment Collection is the concept of going out to find individuals who comment on other sites and leading them to your own content.
Meaningful marketing is all about inclusion. You’re taking into account the needs of your entire audience individualistically and collectively. Not just the ones who buy your most expensive product or the ones that take the time to reach out to you on social media.
This post will walk you through how to use meaningful marketing in your business and develop better marketing strategies to helps you attract new customers and build a better relationship with the ones you already have.
Continue the conversation
Many entrepreneurs tend to leave conversations with their audience unfinished. Everyone who stumbled upon your business came to you for something – whether it be advice, a product, or help with solving a problem.
Well, what happened once they left? How have their lives changed after your encounter? Every visitor that comes to Sipblack is starting a conversation with me. That’s why it’s so important to craft an About page that speaks to your audience. When people visit that page, they want to know more about you, they’re interested in your story and they’re engaging in a conversation with you.
We’ve got to stop treating other people like a number on your analytical chart or another dollar in your bank account. As a matter of fact, meaningful marketing gets rid of this pressing obsession with numbers.
How do we measure the quality of relationships we have with our audience? Retweets and page likes only give a part of the story – but what’s the point in having 10,000 people stop by and leaving with unfinished business?
You ever run across a business based primarily on Instagram? Sure they have 100k+ followers, but take a look into their comments. That’s where the frustrated customers go to be heard – the people who never received their item or never got their emails returned.
Those comments are evidence of an unfinished conversation. Once they get angry enough, they’ll make Instagram-hate pages.
Had they applied meaningful marketing, and focused on marketing strategies that involved reaching out to individual customers, it would have saved them a headache and time they’ll eventually have to spend putting out fires and defending their business.
Appeal to your entire audience
A part of meaningful marketing is considering the different ways our audience prefers to receive their information.
There are four different types of learners to consider when creating content for your audience.
- Visual Learners
- Kinesthetic Learners
- Audio Learners
- Written Learners
Are you only catering to one type of learner simply because it’s easier and more convenient for you? Here we go being selfish again.. staying in your comfort zone.
YouTubers with large followings actually use that space under their videos to give additional information, for the small part of their audience that learns better via reading.
Instagrammers use captions to clarify their pictures for the learners who can’t connect the image with the message right away.
Think of the podcasters who have blogs (not the other way around). Their blog has no new content; they simply have consideration for a small part of their audience who don’t learn best with audio.
Don’t promote yourself. Promote what you can do to help others.
— NiaSweetz @ SIPBLACK (@SipBlackdotNET) January 16, 2016
I ran across another blogger last month, and her content was compelling enough to give up my email address.
Get this, EVERY SINGLE EMAIL she sent me were in the form of videos!
Long story short, I unsubscribed… but that’s not the point. She catered to the video & audio learners only – possibly because transcribing her videos were too much work (that’s the only reason I can imagine).
How about you? Do you cater to all four learners?
It takes longer, it’s harder, and it may not even be something you’re good at but it’s worth it. Putting your audience’s needs first and your insecurities last is the core of meaningful marketing.
Encourage bonding with transparency
In its own right, becoming an entrepreneur is much like becoming a celebrity. You’re giving people a pass to see into your life and have an opinion about it.
For people like me (who like our privacy), that’s a hard thing to do.
But the way you live your life, how you approach and overcome challenges, and the things you do when you think no one is paying attention are all parts of a story your audience will love.
They buy your products, attend your events, and read your books because they want to be a part of your story. They’re trying to bond with you.
Memes are by far, the highest shared branded content. You think infographics convert well? Memes spread like wildfire! In the past two years, they’ve shot up in popularity because they’re based on a concept we can all relate to.
It’s not about targeted or even strategic marketing. It’s one person laughing at themselves, sharing a cultural experience, and the rest of the world agreeing.
Transparency is an important part of meaningful marketing. By allowing your customers to see glimpses of your personal life, you’re essentially telling them, “I get you, because I’m just like you.”
While traditional marketing strategies are still necessary, I think it’s just as important to combine it with a new kind of marketing – marketing that includes your entire audience.
Meaningful marketing is what happens after you get them – it’s what you have to do if you want to keep them.
To recap, some simple marketing strategies you can implement today to attract new customers and give your current customers a better experience are:
- Follow up with your customers. Optimize your site to keep them interested, keep them on your page longer, and capture their information so you can reach out to them later.
- Cater to all four learners. If you’re creating a video, transcribe it for the people that prefer to read or don’t have time to watch your video.
- Be genuine in your relationships with your customers.
I don’t want my business model to depend on changing algorithms, trends or fads. I like the security in knowing that no matter what – my customers will stay because they know I care.
How do you practice meaningful marketing in your business? Let me know in the comments below!