How Do You Convey The Magic Of The Everyday In Marketing?

The best selling point of your company is yourself, and the best way to showcase it in digital marketing campaigns is to see the amazing work you do every single day through the eyes of others.

Much like how we often miss the “magic of the mundane” in our everyday lives, many sole traders and small businesses are often remarkably humble about the incredibly interesting work they do and the achievements they make in their profession.

The secret to fantastic marketing that endures beyond any SEO trend is storytelling; it is about showcasing the humanity of everyone working in your business and the incredible thought and effort that goes into every product and service.

How do you capture the magic of what you do? By finding the emotional throughline, finding the right way to tell your story and throwing out the typical script.

How Do You Create An Emotional Connection To Your Brand?

We tend to associate brand loyalty and connection with glitzy, big-name brands, but the reality is that it is much easier than you may expect to create an emotional connection to your company and your brand. All you need to do is find the human element.

That human element is often something you take for granted; a piece of equipment or a detail that you might not find relevant to the direct process of marketing is often the catalyst for a customer to be interested not only in your products but also in you and your team.

It is the social part of social media, and the more you let your personality and story shine, the more it will resonate with customers, sometimes far beyond your catchment area.

Here are some questions to ask yourself that can unlock an emotional connection.

• Why did you get into this business? 

• Where did it all start? 

• What is your favourite success story?

• Do you have any fun office stories?

• What is your favourite aspect of your particular field?

Every brand and every company can resonate emotionally with an audience with the right framing.

How Do You Tell Your Story In An Appealing Way?

The best way to tell your story is going to vary a lot by company, how much you are willing to commit and your own personal interests. There is no singular approach, and working with a local marketing agency will help you find your voice.

Much like the old writing advice of “write what you know”, the best marketing content comes from a place of real interest and real connection.

Whether you use traditional marketing staples such as billboards, radio adverts or blogs, or instead opt for making short-form videos or posting vivid social media campaigns, the five steps to telling an appealing story are the same:

• Be authentic to yourself

• Know your audience and what will make them engage

• Be clear about your core message

• Strongly appeal to emotions

• Use mixed media, combining strong prose with visual and audio elements

Should You Stick To Conventional Marketing Tropes?

The goal of marketing is to stand out; if you are relying on the same types of imagery, using the same keyword-focused copy on your website or feel like you have to stay in your lane when it comes to marketing mediums, you are not standing out from the crowd.

From building companies with extensive YouTube vlog content to Indian restaurants who have mastered the art of making memes that resonate, trying something new with your marketing is often the best way to expose yourself to a completely new customer base.

Whatever you choose to do, however, make sure you stick with it to see how your audience reacts in the medium to long term.