As we move ahead into 2019, brands are scrambling for more ways than ever before to make lasting connections with buyers.
We are in an age of the buyer where consumers no longer rely on sales people to help them make purchasing decisions; your customers are engaging in their own research to learn more about brands and the products they sell.
That said, integrating trust signals and bridges into your marketing strategies will garner stronger connections with your target audiences and lead to an increase in sales and brand awareness.
Here are four ways to help make it all possible.
1. Put in the Research to Discover Your Buyer’s True Needs, then Market to Those Needs
One of the biggest mistakes companies make that prevents them from forming strong connections with their buyers is to market to people based on assumptions.
Business owners and CEOs may think they know their buyers better than anyone else, but the truth of the matter is that many of their beliefs stem from assumptions and an inherent bias.
This is why savvy companies partner with a growth marketing agency capable of doing in-depth research on their buyers, industry and competitors to truly understand who their customers are and what motivates them to make a purchasing decision.
HubSpot partner growth marketing agencies have the advanced tools and platform to create detailed buyer personas, score leads accordingly, segment them into specific groups, and nurture the right audience members with custom content that meets their needs. But without the right team to do the research and the tools to categorize and market to them, leads will fall through the cracks.
By researching your buyer audience and marketing to them with custom content and the right cadence, you will be delighting people with the content they need to make an educated purchase. And when you are able to do this, you are forming a strong bond with your customers.
2. Present Products As Solutions to Common Problems
We already talked about understanding your buyers before marketing to them. Take this a step further; once you know their common pain points and have been able to define what constitutes their ultimate solution, present your products as their saving grace.
For example, if you are an ecommerce company that sells sporting goods, rather than market your baseball gloves under all the common buzzwords and phrases like “MLB certified” and “100% leather”, instead add a solution-based term within a specific context to one of your buyer personas.
These could include “baseball gloves for small hands”, “first base glove with added wrist support” of “infield baseball glove with added extra padding”.
By presenting products through language that offers solution-based products not only will you attract a higher quality level of organic traffic, you will also form a strong connection with buyers by creating an intimate reason for their business that taps into a pain point.
3. Make the Buyer the Hero of Your Story
You will create connections with customers who can envision using your products, and who feel valued by your brand. Just look at Nike and their controversial marketing campaign featuring Colin Kaepernick.
They made a risk by alienating a smaller margin of their buyer audience, but overall the strategy worked and sales went up by 31% in a matter of days after the ad went live. Why? Aside from the political angle, people identified with the message, and with Kaepernick’s struggle.
Let your brand tell a story, and make your buyer the hero. Let’s return to the baseball glove example. If a large portion of your buyers are college players with big dreams to make it to the majors, tell a story about an outfielder who plays for State and who is occasionally watched by major league scouts.
Make him the hero, and the glove his “excalibur”–with the right glove he can make those amazing plays that will showcase his talent before the judges who hold his fate in their hands, you get the idea.
4. Let Your Brand and Products Promote a Lifestyle
People don’t just buy products for their features, they also invest in a lifestyle. Once you have a firm understanding of who your buyers are and how they live their life (or want to live) you can make a strong connection by showcasing your brand and products in a desired lifestyle.
You may think this is something only international powerhouse brands can successfully do. But this is not the case. Just because you aren’t a mega brand like Coca Cola or Apple doesn’t mean you can’t create a target lifestyle around your products to form connections with consumers.
You probably see ads on Facebook and Instagram all the time for things ranging from cosmetics to jewelry, and from socks to hats. And some of these brands are new to you.
Click on a few and look around their site. You are bound to find some that present a clear lifestyle.
Let’s look at an example: Remember the ads run by the Lincoln car company featuring Matthew McConaughey?
Lincoln cars are considered mid-range luxury vehicles, but the presented lifestyle combining the height of opulence with a carefree attitude resonated with cross-section of consumers and sales surged for the first time since 2007.
Why? Because people wanted to live the life in those ads.
When you can showcase your brand and its products within the framework of a desired lifestyle, strong connections with buyers will result, and your high-revenue targets can be hit year-after-year.
The Old Saying Still Applies
Since the 1950s sales teams and marketing ninjas have echoed the same phrase: “people buy from people and brands they like”.
This old saying is still relevant today, but within the context of modern marketing and highly educated consumer groups.
When you can form strong connections with buyers, your growth will skyrocket, and so will your standing within your industry.