Episode 110 - Love your marketing

Esther

Good morning, and welcome to the Monday Morning Marketing Podcast. I'm Esther.

Melanie

And I'm Melanie.

Esther

And today we're talking about Love your marketing. With Valentine's Day just around the corner, what else would we talk about? Right.

Melanie

Makes perfect sense to me, Esther. And because myself and Esther have made it, well, a career, a lifestyle, even with podcasts and running a business and agency for Esters, we've got a team of people working for us. We thought we'd try and encourage you on how you can enjoy your marketing nearly as much as we do.

Esther

Just nearly, yes. Now, I have to say, we don't always wake up full of the joys of spring and loving marketing, especially when it changes to digital marketing. But marketing has been around for a long time. It's not going anywhere. Let's just embrace it and work with it and use what we have

Melanie

and loving your marketing. I mean, we're not expecting you to make a career change or anything like that. But the more you enjoy it, the easier it actually becomes because people pick up on your passion.

Esther

Yeah.

Melanie

So what we'd like you to consider as we're coming up to the time of love is are you doing everything you can to improve your marketing in a way that you can get behind it and enjoy it?

Esther

And we also don't mean that you have to love every single platform that is in existence right now. There are too many to name. But you do have to love sharing about your business, your business, your baby. You're the best person that knows about it. So what would you tell people about your business? How could you get others to love your business through your marketing?

Melanie

Well, storytelling and being relatable and telling people not just about what you offer, which is obviously important, but how you connect with your audience on a personal level. So maybe you're targeting parents and you're a parent as well. I'm not suggesting you start showing baby photos or anything like that, but you can sort of say, oh, gosh, I really understand how time consuming it can be to do bundles and bundles of washing, especially when you've got multiples in the house, that sort of thing. And if you're targeting people who have lots of children or maybe you're working in a multiple sort of scenario, you can actually sound a lot more sympathetic and personable.

Esther

Yeah, exactly. And everyone loves a good story. We love to know more about people not saying that we're gossips, just saying that. We just love to know the people behind the brand. We love to know who we're buying from. We love to know that little bit more detail. Yeah. Obviously, there's still the big, large multinationals and stuff and the faceless corporations. But if you're going to buy a product or service, a gift for someone, you want to know a little bit about the business that it's coming from, maybe you want to know how they got started. Maybe you want to know why they use the materials they use. If you are eco friendly, obviously you look for a brand that is also eco friendly. You have to relate to them just as much as they relate to you.

Melanie

So here's a little example for you. The next time you go down the high street and you look at some of the shops, either big brands or local independence, it doesn't really matter. Can you sort of get, like an image or a tune or a story as you're driving down that you've seen from marketing and that's you personally connecting with something that they've said or done or seen an ad in the paper on the TV or anything like that, and that's making it connect with you on a personal level. You can do that with your audience as well. Even a small, independent, relatively new business. You can start doing that with your audience today. And to do that, you just need to do a bit of storytelling. You need to put some pictures up. You need to connect with people on a personal level. And like I said right at the top of this, if you're passionate, people definitely pick up on that.

Esther

Yeah, you don't need a catchy tagline or catchy tune, but you need people to recognize your tone of voicemail, to recognize that when something like an image goes up, oh, that's from that business because it's got the brand colorings. For example, there's one that I follow on Instagram called Order in the House. It's really good. It's like if you want organizational tips on how to tidy up, which obviously tips are there, just haven't done them everything's teal. Everything is their green color of their business. And it's obvious before you even click into it that it's them and that's in all of their branding doesn't work for every business, but it works for them. If you're all about animals, then having an animal on each and every one, something that sets you apart.

Melanie

Sometimes it can be down to the way you speak to people, whether it's face to face or through stories, prerecorded stories. Or it could just be like, as we were saying earlier on, the brand colors. Are you humorous? Are you creative? Maybe you're one of those people that is extremely creative. You can draw things or write your own music or that sort of stuff, and that begins to become the way you establish trust and makes you more credible and genuine. As Esther was saying, there's also a level of social responsibility that people can connect to as well.

Esther

Yeah, definitely. I mean, there are so many ways, so many different angles that you can come up with. You don't need to do them all. You don't need to be recording three R videos. You don't need to be recording extra long podcasts. You don't need to be taking we don't 20,000 photographs. Find what works for you what your audience is looking for. Remember, your competitors audience is not the exact same audience as yours. Just because they have 20,000 likes on their photograph doesn't mean they're getting any seals. It doesn't mean that your audience wants to see exactly the same photograph.

Melanie

And that was a great segue to me, explaining, there is a slight difference in types of marketing for your business that you can do as well, and there's lots of different ones. But what I see most commonly used by smaller businesses would be brand marketing and content marketing. Slightly different things do slightly different areas. Brand marketing is a great way of building rapport relationships, trust, and building awareness of your brand. And content marketing is trying to sell the same sort of thing, but slightly different call to action on the products or services within your brand. So have a think, what kind of marketing are you doing and where can you inject the most passion when you're doing it and when you understand which one you're doing? You're actually sort of creating slightly different offers, if you know what I mean.

Esther

Yeah. And just on another point there, just because you're coming up with all the content doesn't mean that it has to be you that's in the video or that's even writing it all down. If you hire a social media marketer or a content creator, they should have the same tone of voice as you. This is what good social media marketers are like. I sometimes call them bipolar, but they have lots of different personalities and they can Hone in on you and Hone in on your tone of voice if you speak with, I don't know, saying, I don't know. Yeah, sure. Well then that can also come out in your marketing, in your written style, and people will still know that it's you, even though it's not you writing it, if you know what I mean.

Melanie

Yeah, it's like our VA. She's a flipping nightmare, but she does a great job, but she mocks the hell out of her.

Esther

Yeah, but I mean, she does a lot of love.

Melanie

But we only keep her on because she does such a good job, frankly. Yes, we'll introduce you to the VA one day.

Esther

But you don't have to do it all on your own. You don't have to just turn around one day and go, okay, I'm going to love my marketing and it's all going to be roses and it's all going to be brilliant and thorns. So just take it one day at a time, one step at a time. Think about your story. What aspect or angle do you want to tell people? You don't have to tell them. Everything works and all. You tell your story through your own words, through the use of a digital marketer, through the use of a virtual assistant. Micro influencers are huge at the minute. Just find what works and don't give up on your marketing.

Melanie

Sometimes we do need to change things up and sometimes it's like temporarily we partner up with another brand or you team up like we have and there's no harm in doing that. There really isn't. But the more you enjoy what you're doing and the more you convey that, the greater it is for your marketing overall.

Esther

And on that note, we will love you and leave you. Thanks for joining us today, guys. Hope you have a good one. Bye. Bye.

Melanie

Bye. This is where we love what we're doing, isn't it?

Esther

It is, isn't it? Otherwise we wouldn't get up in the morning.

Melanie

Some of us struggle to, don't we?

Esther

Sometimes.