A POSITIVE HABITS ARTICLE BY IAN C.TOMLIN
#MarketingStrategy #MarketingFunnel #CustomerJourney
Have you ever poured your heart and soul into a marketing campaign only to see crickets? Been there, done that! In the past, I used to think marketing was all about flashy ads and catchy slogans. But let me tell you, that's just one tiny piece of the puzzle. Here's the truth: successful marketing today operates on four distinct levels, not just one.
Think of it like building a house
You wouldn’t start slapping on paint before you had a foundation, right? The same goes for marketing. Before you even think about promoting your product, you need to have a solid understanding of yourself, your audience, and your overall goals. That’s where the “Self” frame comes in.
“Self” Building Your Marketing Foundation
- Know Your Audience: Who are you trying to reach? What are their needs, desires, and pain points?
- Define Your Purpose: What drives you? What impact do you want to make?
- Identify Your Value Proposition: Why should anyone care about your product or service? What unique benefit do you offer?
- Gather Evidence: Build trust by showcasing real results and testimonials.
Marketing guru Seth Godin says, “People do not buy products; they buy relations, stories, and magic.” By focusing on the “Self” frame, you’re laying the groundwork for those powerful connections.
“Brand” Setting Your Stage
Now that your foundation is secure, it’s time to build your brand. The “Brand Marketing” frame is all about crafting a distinct and memorable identity. This includes:
- Developing a Strong Brand Voice: How do you want to sound? Authoritative, playful, or informative?
- Creating Compelling Visuals: Your logo, website, and social media presence all tell a story.
- Establishing Brand Consistency: Ensure your message is clear and consistent across all your platforms.
“Influence” Leveraging the Power of Trust
People trust people. That’s why the “Influence” frame plays a crucial role in modern marketing. Here’s how to tap into the power of influence:
- Identify Your Audience Influencers: Who are the trusted voices in your industry?
- Build Relationships with Influencers: Partner with influencers who align with your brand values.
- Encourage User-Generated Content: Get your customers talking about you! Positive reviews and social media mentions are gold.
Social media queen Mari Smith emphasizes, “People don’t buy from companies; they buy from people.” By building trust through influencers, you’re giving your brand a powerful human touch.
“Community” Growing Your Tribe
The final level, and arguably the most important, is the “Community” frame. Your goal is to cultivate a loyal following who not only buys your product but also believes in your brand. Here are some ways to foster a thriving community:
- Create a Loyal Customer Base: Provide excellent customer service and build lasting relationships.
- Engage with Your Audience: Respond to comments, answer questions, and participate in conversations.
- Offer Value Beyond Products: Host webinars, offer free resources, and create a space where your audience feels valued.
Building community fosters trust, loyalty, and brand advocacy. As Simon Sinek, author of Start With Why, states, “It’s not about what you make; it’s about why you make it.” By focusing on building a community, you’re connecting with your audience on a deeper level.
The Four Frames: A Recipe for Success
Marketing isn’t a one-size-fits-all game. By understanding and implementing the four frames: “Self,” “Brand Marketing,” “Influence,” and “Community,” you’ll be well on your way to crafting a marketing strategy that resonates with your audience and drives real results. Remember, it’s not about shouting the loudest; it’s about building meaningful relationships that last.
So, ditch the scattershot approach and embrace the four frames of modern marketing. You won’t regret it!