When it comes to marketing, there’s no one approach that works 100 percent of the time. There’s no
secret formula that applies universally to all businesses. And even though that might seem like a bad
thing, let me assure you – it’s not. There’s a reason marketing is so specific to each industry and, when
you come down to it, each business. That’s because the uniqueness of the business is what sells.
So often I hear from clients that they don’t share anything personal on social media or in their marketing
because they want to keep their business separate from their personal life. But personal and private
aren’t necessarily synonymous. And people respond best to what they can relate to.
We market ourselves before we ever market our brands. Our stories – the who, what, where, when, how
and why of our business – is what defines it, more than any logo or graphic can. At the end of the day,
consumers want to be able to be able to relate to you. There’s a reason big businesses market an
outcome rather than a product. They’re giving you something to relate to, and something to strive for.
When all you show people is what you’re selling – the product itself – they’re inevitably going to be
turned off. But if you show them how this product changed your life, or what inspired you to want to
create your business and provide this incredible service, they will be more inclined to click on your link
and learn more.
Every person has a story, and humans are inherently storytellers. We like sharing and we like listening.
We like learning about other people’s lives almost as much as we like discussing our own. So when it
comes to marketing, we want that connection. We want to feel as though the products being shown to
us were made specifically for us by someone who has been in our shoes.
That being said, there is such a thing as oversharing. Marketing is about connecting, not overexposing,
and being mindful of that boundary can make all the difference when designing your brand’s messaging
and approach.
But just remember – people want to buy from those they can trust. And trust comes from connection.
Show your consumers what makes your brand special. Give them a reason to pick you over the
competition. Help them identify with your why. After all, marketing is just a fancy way of telling your
story.
Elaina Lyons is a marketing specialist and owner of Lyons Share Marketing, LLC, based out of Frederick, Maryland. Her company focuses on grassroots marketing for small businesses and nonprofits. She can be reached via email at elaina@lyons-sharemarketing.
Frederick Chamber Insights is a news outlet of the Frederick County Chamber of Commerce. For more information about membership, programs and initiatives, please visit our website.
Member events featured here are taken directly from our member calendar.To be sure your events are included, please submit them into the calendar at least 10 days before the event day.