Our Secret to Building Lifelong Relationships through Ads
The strategy to marketing is marketing your strategy.
Since starting Local Union, I spend almost every day chatting with small business owners. They all say the same thing: "how do I reach more customers?"
When someone becomes an entrepreneur, there's no cheat sheet to finding your ideal customers right away. Often these small businesses try reaching potential customers through Facebook or Instagram ads. More often than not, results are bleak.
What’s most important here - and cuts to the core of being a business coach - are the words underneath their messaging. “How do I reach more customers” translates to “how do I ensure this company becomes the business of my dreams?”
For all you non-business owners, I’ll let you in a secret.
All business owners want one simple thing: to connect with their customers. They crave to tell their story, to find like-minded individuals who are passionate about their products or services. They need your feedback because without it, tweaking and changing is a shot in the dark. They are willing to invest in YOU, in order to build a life-long relationship (with their marketing and product development, mainly).
This commitment all circles back to businesses wanting to connect with potential and existing customers. More often than not, companies launch random social media campaigns, Facebook ads, or Instagram stories because they’ve been “told” it’s the best way to connect with their tribe. And it is - sometimes. But advertising is only effective if we do it effectively. But what does “effective” look like?
I started thinking about the brands that are my ride or die - and what it is that influenced me to become a customer for life.
There’s one thing all these brands have in common.
Read through my real life examples below, how I found them, and what ultimately made me purchase. Can you guess the underlying theme?
Vetta - Sustainable women’s clothing. I found them on Good for You, a site that recommends eco-friendly brands. Started following them on Instagram, which highlighted the versatility of their clothing (e.g. a dress that also turns into a shirt). Signed up for their newsletter on their website, as it offered 10% off your first purchase). Now I own multiple pieces and it’s my first stop shop.
Caraway - Non-stick cookware that is 100% non-toxic. Discovered them via an Instagram ad talking about the harmful effects of Teflon and what Caraway was doing to create beautiful, safe cookware sets. Each week I learned new things about cookware and the health effects through their vibrant and beautiful imagery. I began following them on social media and months later, added Caraway to my wedding registry.
Patagonia - Outdoor clothing and gear. I knew of Patagonia for years but never bought their gear because I believed it was too expensive. Until I read the CEO’s book, “Let My People Go Surfing.” Each chapter talked in length to Patagonia’s commitment to EVERYTHING - their HR policy, customer service mantras, supply chain, and more. After understanding the what, why, who, and how of Patagonia, I began following their social media accounts, blogs, donating, and buy my outdoor gear exclusively from Patagonia. When I see a Patagonia ad, I’m inspired.
Now your turn - what do all of the above examples have in common?
A holistic approach to strategy.
Communicating strategy into everything you do (especially marketing) buys customers for LIFE.
Social media and marketing is a long-term play.
I was building a relationship that felt authentic, value-driven, and important. Looking back, it’s similar to dating - I was introduced, spent time testing out their personality and values, and slowly fell in love. One touchpoint with a company can result in a purchase but it’s typically short lived - I’ve bought products on a whim and forget about the brand (which is different than the product) after it arrives.
Yet when I find a brand that speaks my language (or really, teaches me to speak their language), then I’m a customer for life. One Facebook ad can’t do that; an entire strategic approach to customer messaging does.
While I might not be an expert about every topic, one thing I am fiercely passionate about is STRATEGY. From my days at Delta, to running a multi-generational business group, it's critical strategy is at the core of every decision a business makes.
For you businesses out there: Strategy should be reflected in every marketing decision you make. If your advertising actions don’t point back to your strategy and reflect a CONSISTENT theme, you’re getting it wrong.
Your strategy drives your objectives. If your social media isn't pointing back to your strategy and objectives, you're sending confusing messages. If your ads don't point back to your objectives, you're wasting money. If your customers don't understand your objectives, you're losing business.
How and where do you start? We put together our FREE strategy guide and worksheet, which can be found under our Business Resources.
That’s it for today. We would love to know what you think! Comment below with your favorite brands, struggles you’ve faced and if you agree with our strategic approach!
Warmly,
Maggie