A People First Approach to Marketing

Like every savvy marketer, I attended the two-day Digital DNA event in Belfast this month. This event is one of the highlights of my calendar as not only do I have the opportunity to hear from local and visiting speakers on all topics digital, I also get a chance to catch up with my peers in an informal setting of the historic St George’s Market.

One of the talks that stood out for me this year was that of Morgan Monnet from Facebook entitled, “People First: Building ideas that thrive in a connected world”.

t’s not a new concept and it should be at the heart of your marketing strategy - your customer. Knowing who your customer is, what they like, what they dislike, what matters to them and what doesn’t. Having this level of insight will allow you to create content that matters to your audience and leverage Facebook (and Instagram and in fact any social media platform) to connect with your customers online. 

Social media operates in a competitive global market; Morgan Monnet quoted research from Forbes that we are exposed to 10,000 adverts per day. Ten thousand. And further quoted that research indicates that only 12 advertisements actually stick with us. 

How then can you make your content stand out?

Well, finding and understanding your audience is key. Once you know who your customers are then you know what they are interested in and you know what content they will most likely engage with. You’re already one step ahead. Here are four more top tips: 

1. Curation
Create content that excites and engages. Content that is visual works and content that is thumb-stopping absolutely works. Consider how to integrate video into your content messaging and how can you personalise the content for your audience? Remember too that it is a mobile first approach to content so ensure that visuals and video are optimised for mobile first and foremost. 

2. Community
Your audience expects your business to embrace community. We all know about finding your tribe in business. Your customers are central to that tribe. Identify your community, create your group and respect what you are part of. 

3. Conversation
In the new age of personalisation, messaging is at the forefront. Your audience expects you to be present, to have conversations online and to respond to their questions promptly and efficiently. Use this opportunity to build loyalty. 

4. Commerce
We are all in business to do business. What is your USP, what makes your brand stand out from the rest and why should your customers buy from you? Make sure that you are leveraging Facebook (and Instagram and all your social media) to work as part of your overall marketing funnel. 

In summary, know your customer, know your brand, create that emotional connection with your audience and use social media to further build brand loyalty.