Go beyond your product; find your customer’s aspirations
We have talked a lot in past blogs about the mechanics of good content marketing. However, great content goes a step further. Great content includes intangibles, such as emotion and values, that connect with your customers at a deeper level.
One of those intangibles is lifestyle. What kind of lifestyle do your customers aspire to? How can your content appeal to those dreams? Below are just a few tips on selling lifestyle, aka lifestyle marketing, that you might try:
Use the right visuals
Select your visual content carefully if you want to connect with customers. Think aspirational. Your customers should be able to see themselves in your images, and that will help them connect more deeply with your brand.
The “Shot on iPhone” ad that premiered during the Olympic Opening Ceremonies is a great example of aspirational (and inspirational) content. Using Maya Angelou’s stirring poetry and haunting voice, and stunning photos from iPhone users, the ad incites emotion and shows people how they can use the product in their daily lives.
Build community
Rather than directly pitching your product in your content, build a sense of community among your followers. Show them that you are like them. You (and your brand) want the same things out of life and share similar values. If you sell outdoor gear, for example, give your customers content that brings them closer to nature – even if they are still stuck in the office. Again, visuals and videos can help support your goal here, but the right words can impart a strong message as well.
REI’s “Opt Outside” campaign was a great community-builder as it encouraged customers to get outdoors on Black Friday rather than using that day to shop.
Create complementary content
Give your customers a reason to return to your site. If you sell artisan foods, post recipes on your site. A travel agency can create weekly “top destination” posts or insider information on hidden travel gems. Think about what else you can offer your customers, beyond your product, that enhances their lifestyle. Give them content that they will actually use in their day-today lives.
Travelocity’s website is almost entirely devoted to travel searches, but its “Get Inspired” tab pulls people away from the search box and helps them imagine new adventures they hadn’t considered before.
Campfire Digital offers customized digital marketing solutions to enhance your brand, extend your reach and drive quantifiable results. Schedule your free consultation today.