As we continue to take tentative steps into our (hopefully) post-pandemic world, people will continue to look for ways to connect both online and in real life, and our approach to marketing will continue to evolve as well. Here are four insights we’ve gained:

Be authentic. After two years of taking in original, user-generated content which has not been through any type of filter or legal compliance team, (😊) we’ve all become adept at spotting a fake or phony in a heartbeat. So, follow the advice that mom gave you years ago and be yourself.

Make sure it’s relevant. Does your brand provide a viable answer to a consumer’s or company’s problem? Have you been able to adjust to your customers’ evolving needs? Does your product or service have an immediately apparent application? Always demonstrate the necessity.

Create connections. People will feel the desire to respond to your brand if it speaks to them in some way, and storytelling offers a powerful way to connect. Share why your brand exists, what you value, what you stand for, and where you want to go next. Your story sets you apart and can touch your audience on a deeper, more emotional level.

Be human. Did you know that the ‘Meet the Teams’ page is the first page typically visited on a website? People want to know the people they are doing business with. Use your website or social media to share personal stories or milestones; offer congrats on a wedding or the birth of a baby; post shoutouts for anniversaries or promotions. Have some fun putting a human face on your business.

Want to see some examples of how we’ve applied these insights? Let’s talk – I’d be happy to share those case studies.

Derek Wood