Content marketing is one of the oldest tricks in a marketer’s playbook. However, we are now engaging with more content than ever before and achieving cut through requires a strategic approach to connecting with customers, especially on social media.
In 2013, over 100 billion emails were sent each day; more than 500 million daily Tweets were made and 1.35 billion people logged into Facebook each month.
While we read a lot about the potential of social media marketing for a business, the truth is, the financial services industry has a ways to go in terms of unlocking the powers of Twitter, Facebook, YouTube or LinkedIn.
In a business like ours it’s easy to get caught up in the numbers, however our clients are more than dollars – they are people too. It baffles me how businesses across all spectrums of the scale continue to focus on products, rates or returns when marketing their brand. This approach is impersonal and to be honest, a little stale. You need to focus on the stories you have helped shape over the years. Whether you’ve helped a client buy a new home, take a trip overseas or prepared them for the birth of their first child, these are the things that we connect with most as human beings.
Here are three of my favourite and inspiring social media campaigns that will change your approach to marketing your business:
- Google Chrome – Dear Sophie: In 2011, Google Chrome released a campaign promoting the various functions of the Chrome browser including Gmail and YouTube. The video, which has netted more than 10 million views on YouTube, is the perfect example of selling a service in a way that connects with the end client.
- Starbucks College Achievement Plan: Earlier this year, Starbucks made a move that left many cheering and others scratching their head by offering their staff financial support to complete a university degree. Launched with a short video and supported by a comprehensive bank of online content, the campaign focusses solely on the powers of higher education.
- Adidas – #thereturn: In 2011, Adidas created a series of short web videos documenting the return of NBA heavyweight Derrick Rose from a career threatening knee injury. The short series highlights the trials and tribulations of being a world class athlete.
Before you roll your eyes and say “these are the world’s largest brands, how can I compare”, there is clearly a common theme that runs through each campaign: they tell a story that has little to do with a product but draws on the things we all share as human beings. You have amazing stories that we all want to hear, so start sharing them.
There are a ton of lessons, tips and strategies to growing a more successful business in the No More Practice 30 Day Business Challenge. If you are interested in finding out more information, please visit the 30 Day Business Challenge.
