“Learn from the experts; you will not live long enough to figure it out yourself!” Brian Tracy.
Whenever we try out a new business idea, we tend to look at people who did the same thing successfully. We go through their success stories, blogs, and case studies to follow in their footsteps and make our brand known.
And that’s what this article is all about! We will take a look at the Strategies that Help Famous Brands Reach Consumers.
1. Gain Your Customers’ Trust With Personalization
We are drawn towards anything that reaches out to us personally, and the exact thing works out for customers too!
“52% of consumers addressed their frustration with being treated like a number, identifying non-personalized communications as a deal-breaker for working with a brand.”
A report by Salesforce.
So, how can brands provide personalization? Let’s take a look at some examples.
Starbucks – A Brand that Did Personalization Right!
But, how did they get there? By giving the customers a personalized experience!
Starbucks used Starbucks Rewards membership to reach consumers by collecting information about their spending and preference using AI.
They went ahead and recommended new food or drink choices according to the time of the day, based on previous choices of people. They also offered a free slice of cake on the birthdays of customers! Moreover, they gave discounts to create a deeper connection with the customers and keep them coming back.
Let’s see some more examples.
- Welcome Emails – By sending customized emails to a targeted audience with specific needs.
Let’s take this email from Michael’s as an example:
This welcome email uses personalization to let people know that the brand has acknowledged their subscription and has specially sent them an email telling them about similar products they’re interested in. As a result, the customer feels special and is compelled to click on the link and check out different offers.
- Custom Video Messages – Videos with customized messages to help keep the customers engaged.
Cadbury’s campaign involved making customized videos for our loved ones by entering their name and picture.
Personalized video messages create a more emotional experience for the consumers and give them something to remember.
- AI Chat – AI chatbots for a direct relationship with your customers.
Here we will take Baby Centre UK as an example, a well-known platform that provides advice to new mothers. Its Facebook Messenger Bot has an 84% read rate and a 53% CTR. How? The bot asks questions about the child’s age or any problem in particular that the parent might be facing. Then, based on this information, it gives personalized advice and sends targeted content.
Using AI chatbots also helps companies speed up their sales cycles, generate more leads, and improve customer loyalty.
- Buyer Persona – Creating a customer persona representing a segment of the audience with similar behavior in purchasing decisions.
If personalization is the destination, then personas are the maps that help you get there. Without any type of personalization, marketing automation can indeed make your brand sound like a robot.
The trick is to go beyond the generic information and into the mindset of a buyer. Understand the who, what, where, when, why, and how of the buyers to create a more realistic persona specific to their personalization.
To create such a persona, brands usually carry out thorough audience research by using social media analytics, Google Analytics, and customer databases.
For example, if you run a coffee shop, your buyer persona would look something like this:
Image source: https://blog.alexa.com/
Here, we are taking into account the type of people who frequent coffee shops and cafes the most – people who have entered their professional life and need a place to relax and unwind.
On a lighter note, the characters from Friends would ideally fit these criteria!
2. Connect With Your Audience Through Social Media Marketing
43% of consumers used social media to discover new brands, and 36% used social media to purchase products or services.
A 2020 study by The Harris Poll.
This is where an effective social media marketing strategy comes into play.
Brands have been using social media to connect with their audience, find out their requirements, post relevant content for more engagement, and launch innovative campaigns for successful brand awareness and recognition.
Here are some real-life social media marketing campaigns that worked!
- User-Generated Content – A strategy to engage the audience, use their content, and make your product more convincing.
One way to convince the audience about the authenticity of your product is to present them with user-generated content. Like Apple launched the #ShotOniPhone campaign, where the users send in pictures taken with their iPhones. Not only did Apple share those images on its social media, but a select few were put up on billboards as well.
This campaign is still ongoing, with more than 20 million Instagram posts alone.
- Add Hashtags – A strategy to make your social posts recognizable.
Using a hashtag that specifically relates to your brand makes your social posts easily recognizable by your followers.
Like Coca-Cola’s #ShareACoke campaign, in which the brand used name labels for the consumers to share a coke with others. The purpose was to create a more personal relationship with the audience and inspire them to share moments of happiness.
It even collaborated with celebrities like Selena Gomez, which made the campaign go viral.
- Engage with Your Audience – A strategy to boost your fan base.
Responding to your fans individually is another sure shot way to keep them engaged and give them a positive customer experience because nothing beats getting a like or comment from your favorite actor, singer, or brand!
Whole Foods uses this strategy on Twitter by responding to users promptly, in a friendly manner.
No wonder the brand has 4 million followers on Twitter!
- Facebook Covers – A strategy to promote products and events.
Your Facebook cover is the first thing a user sees when they visit your page. So why not use it to show off a product you’re promoting or market an upcoming event?
Like Yolanda Gampp, the baking expert behind How to Cake It, used her Facebook cover to promote her cake book. Anyone looking to get their hands on it would instantly know that the book is out.
3. Share Online Material to Stimulate Interest Through Content Marketing
If you want your content to have the desired impact, make sure it’s original, useful, and engaging.
Here are some effective content marketing strategies to make your content stand out:
- Give Insightful and Practical Tips – A strategy to help the readers with something.
People usually end up reading something if it’s helping them in some or the other way. So, if you provide insightful content with real experiences and tips, readers will find it more interesting than other write-ups.
Airbnb uses this strategy by letting readers know about the best places to visit in the town or city where they plan on staying and stories from people who have already visited, in addition to helping them book accommodations. This way, people can get a rough idea about the place and choose the best neighborhood according to their requirements.
- Write Comprehensive Content – A strategy focusing on things that matter to the readers.
Apart from practical tips, another thing that gets people reading your content is in-depth information about something they’re interested in.
Let’s take HubSpot, for instance. It is an all-in-one marketing software, but its blogs are what drive the traffic to the website. How? By writing extensive blogs about things that matter to the people, including e-books in their blog posts, creating a content sharing hub, posting videos on Facebook, and sharing the link on LinkedIn to direct traffic to those videos.
Image source: https://www.hubspot.com/
How do we know that HubSpot’s content marketing strategy is successful? Well, it has almost 114,000 customers in more than 120 countries, making it a multi-million dollar company!
4. Improve the Quality and Quantity of Website Traffic Through SEO
When it comes to marketing, SEO is a well-worn term. In fact, it is one of the first suggestions given by seasoned marketers to the newbies.
Most famous brands opt for SEO strategies to get organic traffic.
For example, Kids Klub Dentistry improved its online ranking by 89 positions and saw a 17% boost in organic traffic simply by hiring an SEO firm that analyzed its competitors’ strategies and conducted long-tail keyword research.
If you’re still not convinced how the magic of SEO can turntables for your brand, see what the majority of the marketers have to say:
61% of marketers say growing SEO and organic presence on their websites is one of their top inbound marketing priorities.
Not only this but:
Leads from SEO are eight times more likely to become paying customers than those generated through traditional ad campaigns.
If these facts from Small Biz Genius don’t have you rushing to get an appointment with an SEO expert, I don’t know what will!
On a side note, getting a hang of SEO terminologies can be quite a task; therefore, check out these top 30 must-know SEO terminologies to help you better optimize your web content.
5. Market your Brand with Memorable Event Marketing
We all get drawn towards a kiosk giving out free samples or testing a new product for free.
That’s event marketing – A strategy used by famous brands to promote their brand, product, or services. It can be anything from a campaign, online or offline events, or anything that helps promote a product, create brand awareness, and increase customer engagement.
When KIA launched Soul in 2014, it organized a 10-day event at the Westfield Shopping Centre in London to promote the new model. They brought their message of “irreverence and fun” to life by putting up a two-story slide and invited shoppers to slide down it while being able to capture pictures of themselves sliding.
Not only did KIA create a memorable event for the people, but it also gave them souvenirs to remember the event.
This is how Famous Brands Reach Consumers and reaching consumers is not all that difficult.
If you know the basics of how marketing works and mix it up with a bit of creativity, you’ll have a strategy that attracts customers and creates a brand image that remains in people’s memories for years to come!