Believability Marketing in the New Year
We coined the term believability marketing in 2018 to describe the type of online marketing that we do for our clients and for ourselves.
Marketing has been around for thousands of years and has moved pretty slowly over time. Since the 1980s, we’ve lived in a world of taglines, jingles, and slogans. They’ve worked pretty well for a long time but as we get more entrenched with social proof, the old ways of doing things just aren’t holding up for most businesses anymore.
Multinational corporations like Coca-Cola, Apple, or GE have huge marketing budgets and have set the marketing standards for companies around the globe. Most companies will copy what the leaders are doing and they get mediocre results. But if you run a small to medium sized company (60% of companies are “small”), you’re going to have to shake things up in 2019 to stand out from the crowd.
It’s time to get creative, be bold, and make believability marketing work for you.
Your ideal customers want to relate to you. Nothing fake. Nothing phony. They want authenticity and transparency and don’t want to be told what you want them to hear. Today, consumers want to hear the way it really is. And for you as a business owner, it’s important that you leave the jargon and cute slogans behind and relate to your customers based on their needs, not your own.
This may sound harsh and against the grain but the reality is that consumers have been a lot savvier than marketers have given them credit. Consider that more than 50% of buyers are open to new brands that they’ve never interacted with in their purchasing decisions. These buyers are doing more research than ever before and will sometimes take weeks to make a buying decision. This is a big opening for companies who want to launch new products or for companies who want to add different items to their inventory. Once the buyer finds the product to fit his or her needs, that’s where believability marketing comes strongly into play.
Imagine that your buyer wants to buy a white t-shirt. That seems like a pretty generic item. Most companies will put the size of the shirt and the material in their ads but what would happen if a stand out company started adding the length of the t-shirt of the inch length of the sleeves? How about adding the density of the fabric or having models in different sizes wearing the shirt?
Do you think that the sale of the t-shirt would be more appealing to the buyer? Would that level of detail make the company more transparent and the product more believable? Do you think that the additional level of detail would reduce returns?
Consumers also want engagement. That’s why 300 hours of content are loaded onto YouTube every day. The upside is that it’s easier than ever to post video content to your website or social media site. The downside is that with so much content, it’s harder to find your content.
So what can you do to up your odds of being found?
First, make sure that you’re posting videos to your website and to social media sites.
Second, start a video blog (vlog).
Third, create video sales letters.
And finally, find an easy way for people to engage with your company to get the information they need to make a buying decision.
In the end, people want to know what they’re buying. Unhappy surprises aren’t good for consumers or for companies. So as you go into 2019, incorporate believability marketing into your campaigns and start tracking your sales growth.
Pat Knauer is the CEO of Tridap Media. We are innovators in online marketing, specializing in digital marketing and SEO.