3 marketing habits that are killing your brand’s potential
If 2020 has taught us anything, it is that brands now need to pivot and adapt more than ever, but a lot of brands are forgetting something equally important: shedding bad practices that are harming their brand in the long run.
We have established the need for authentic and agile messaging, however even with the best intentions, there are some bad habits that a lot of marketing teams have carried over from their pre-pandemic practices.
Unfortunately, these small mistakes can have incremental costs, lose the trust of their consumers or devalue the brand they have tried so hard to create.
Let’s see this in practice. Here are the top 3 things you need to do to make sure you leave the most unhelpful marketing pitfalls behind:
1. Before you spend a single penny on marketing, CRM tools and advertising, invest in the power of your brand
At first glance, this is the part that most companies skip or shrug off (after all, they know their brand inside out and they believe in it), but make no mistake, it is the most crucial step.
If you sell a product or service without a foolproof brand, you are essentially positioned as a commodity - this means that you will always have to be cheaper, faster and flashier than your competitors.
For example, in industries like wellness and fitness, marketing messages are becoming increasingly transactional and competitive. For example, Bulk Powders and MyProtein seem to be in a constant war to match, if not outdo each other’s offers. On the other hand, Vivo Life is pushing a different message altogether:
However, having a strong brand means that what you are selling is greater than the sum of your products or services and provides a strong ground for laying down all the loyalty tools to optimise further retention.
“Build something 100 people love, not something 1 million people kind of like.”
2. Beware of quick wins and invest in long term segmentation
A killer introductory offer (50% off your first order, your first subscription box free, etc) sounds like a great idea and will provide an eye-popping performance on vanity metrics (for example, initial sign ups or first time customers), however it is much more likely that it won't be good for your brand in the long term.
The type of customers that will buy with heavily discounted offers might never be willing to buy full price as the thrill of a good bargain is what drove them to your site in the first place - this means they are swayed by price, which might make them more likely to flee to a competitor when they have an offer, or not understand the value of your product or service. You don’t have to look any further than SimplyCook’s trial box offer:
It also might be training your customers to wait for discounts, creating a vicious circle of offers, codes, discounts, etc that doesn't earn your consumers' loyalty - you buy it.
This doesn't mean that you should not cater to bargain-hunters - just make sure they are just one of the segments you target.
“Businesses get blinded by the allure of a large subscription list, but unengaged subscribers aren’t just not interested in what you’re sending, they’re actually harming your deliverability.”
3. Don’t forget the power of creating a community - once you do, show them how you care
We all want to belong - being part of a tribe is something that is hardwired in us. Brands can become tribe-leaders, ensuring that they create a space where customers feel like they are a part of.
For luxury products, the tribe might seek exclusivity, so being part of an elite list with first dibs access to virtual events, sale previews or perks might appeal to them.
For travel services, the tribe might seek authentic experiences, so being part of a global family of nomads with the best local dishes, off-the-beaten-track destinations or genuine connections might appeal to them.
As you can see, finding what your tribe desires is the key to being able to talk to them authentically and creating lasting loyalty. Once you do, it is important to showcase how you help them achieve their goals with your actions. A great example is Gymshark’s support of Daniel Bramble:
“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.”
Looking to take the next step in creating meaningful and trust-worthy relationships with your customers? Book an exploratory call with us and let’s make sure your brand goes into 2021 stronger than ever.
