Remember when marketing was all about the 4P – product, price, place, and promotion? This model is no longer relevant in today’s society. As the marketing has shifted from physical to digital world the understanding of the customer and relationship with them has changed a lot too. In a result, instead of 4P, brands are concentrated on 4E – Emotions, Experience, Engagement and Exclusivity. To say it in different words, branding today is all about the customer rather than the brand itself and creating a strong community around.
According to the Forbes, the five most important marketing trends in 2019 that all the brands should be aware of includes the customer communications and emphasizes the importance of the community around the brand since people trust the ones they know more rather than advertisements coming from the brand. All in all, companies today will have to stop depending on the advertisements and think more about organic, lifelong communications with the customers by delivering valuable content. The big companies, like Nike or Coca-Cola, have been doing it for a long time and the best ways possible, but smaller brands might find it harder to deliver the quality communication and increase the brand awareness through their customers. However, considering the social media coverage and digital possibilities we have today, even the smallest brands can create the community and advance their brand. Here are three main tools you can use to have a successful communication and a loyal audience around your brand.
Deliver high-quality content on your blogs
It does not matter what kind of business are you leading and what is your industry – people will have a lot of questions about it. If you are not the one who educates your audience, someone else will and might as well take your customers over time. Today, when there is a lot of educational sources on so many different topics, it is still hard to find reliable and quality content. Therefore, your customers will be very grateful if they will not have to search for the needed information somewhere else. At the same time, your blog might attract new potential customers and help you generate leads.
To develop a meaningful relationship with your customers, start running a blog about the field you are operating in, deliver different educational contents, videos, and guides. For example, this guide is helping the customers open an account. The blogs can be used effectively by all kind of businesses you can think of. The main idea is to make the life of the customers easier, and they will make the branding easier for you.
Make your customers feel exclusive with personalized emails
Okay, emails feel likes something from the previous century. However, you should not underestimate email marketing, especially in 2019, when the personalized communication is on the top. Although the email marketing should be done with great care, nobody likes receiving tens of the emails a day. Do not spam your customers, but deliver meaningful communication that feels exclusive. Use this great platform to have one-on-one conversation with loyal customers and make them feel they matter. The best way to do so is to offer discounts and sales that are exclusively for them. Learn who are the best customers of your brand and learn what they buy the most. This tool can be used best by the e-commerce shops, who can track how their products are sold online. For example, if you have an e-commerce shop for the beauty products you can track what your most loyal users are buying and offer a discount on similar products via email.
Engage your customers with the help of Nano-influencers
Nano-influencers are taking social media with the storm. While the big celebrities keep being influential on their Instagram accounts, the endorsements from the everyday citizens on Instagram is more organic and is getting more and more important for the brands. As the Guardian reports in the article rise of the nano-influencers the new trend is representing the reality. Everyone has one friend on Instagram or other social media that is influential in his/her own way. This kind of people have thousands of followers for different reasons – content they place, their fashion sense, their lifestyle, their wittiness and so on. When these people are posting about the places, products or services, it is more organic and the followers receive this message like advice from the friend, not an advertisement. Therefore, it often has a snowball effect which is a great way to have an impact on your community.
Meaningful communication by the content that makes life easier and better for your customers you can create a better experience for your clients. The personalized emails will help you make your audience feel exclusive. Last but not least, the power of social media with hashtags and nano-influencers will raise positive emotions and engage your audience in conversations about your brand. You will be able to use the power of 4E and create a loyal community around your brand.