Now marketing is overall a blanket term, think of the word marketing as a parent company, and all of the different types of marketing as its subsidiaries (advertising, public relations, business development, etc). For the purposes of this post, when we use the word marketing, we are encompassing every type there is. 

The world of marketing is ever-changing, people the world are changing. As a brand, it’s your job to adapt to the times and more importantly, adapt to the mind of your consumers. 

Because marketing is always changing, there are many rules that often change as time goes on. Below are 3 rules that will never change. 

Your Marketing Approach is a Reflection of Your Brand 

It’s true, you won’t please everyone, in fact, the bigger you get the more people there will be that don’t like you. That’s not as scary as it sounds, you just need to stay true to your brand’s messaging and voice. Your following (loyal customers) felt that your brand’s values aligned with theirs which is why (aside from the product/service you provide) they stuck with you. 

That being said, they can leave if your brand starts to go back on your own beliefs and/or doesn’t listen to them. To make sure the reflection of your brand stays positive in the minds of your consumers, consider these marketing tactics:

• Upbeat Customer Service Emails – make sure they’re crafted with your consumer in mind, and targeted based on the different types of customers you have 
• Taking An Empathetic Stance on an Issue – showcasing that your brand cares about issues and/or doesn’t agree with it shows that you’re more than just your products/services.
• Follow-up on Every Customer Review – always reply with a positive response, and make sure to include a solution. It’s important you show you appreciate their feedback as well as their business. Make sure it’s personal yet professional. 

GET TO KNOW YOUR CUSTOMERS 

Sorry for yelling, but we can’t stress this enough. We’ve mentioned this topic many times, but it’s so important! Find out as much as possible about your consumers, and no we don’t mean their phone number, email, etc., (although that is important as well). Dig deeper to figure out who they are and how they interact with your brand. You want to learn about the following:

• Age
• Location 
• What they like about your brand
• What they dislike about your brand 
• The last thing they purchased
• What they have in their basket 
• What their interests are 
• Basically as many psychographics as possible

Create and Give Results Oriented Content

It’s important to get to know your customers, what makes them tick and what they would like to see from your brand, because you can’t improve if you’re not paying attention. Once you know what they would like to see from you, you can take the necessary steps to change. 

Interestingly enough, customers want to see results but the modern customer wants to know the process of how you got there. To make sure you produce results-oriented content, these marketing tips will be helpful:

• Showcase how your products/services solve their problems in a way that treats them as more than another dollar sign
• Stay current and not opportunistic, you have to be genuine at all times. People can tell when you’re taking advantage of a situation and this can create a negative brand image in the eyes of your customers and/or prospects
• Make sure everything you do is well-researched to drive organic growth 

Now while we are a contest and sweepstakes agency and our contest marketing platform can snap-on to any stage of a brand’s marketing, one of its core strengths is in “pre-marketing”, as in, building a list of subscribers and developing your demographics and psychographics prior to you ever really marketing to them. This is especially important for startups and brands that haven’t delved deep enough into their list development strategies.

Have some questions about different types of marketing? Take a look at Influencer Marketing and Combining Inbound & Outbound Marketing Strategies for more information! 

Have an idea about an upcoming campaign?

Contact us at sales@raven5.com or by phone at 1 855 543 8345 x 700.

Vanessa Niragira, Oakville, Ontario, Aug 2020

Additional Resources

https://blog.hubspot.com/blog/tabid/6307/bid/2372/the-new-rules-of-marketing.aspx?MessageRunDetailID=3227784952&PostID=18805506

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