I get asked all the time:
“What’s the most important marketing goal for my company? Besides the objectives we strive for – getting more email click-throughs, more website traffic, more engagement on social media — is there an overarching goal that can tie all of those things together?”
And I always advise this: Be more human.
That’s it. Why is it important to be more human?
Because people connect with people, not just things. When you’re focused on your own internal marketing metrics, you can sometimes forget that there are flesh and blood people on the other side of your marketing. You need to give your marketing real, human qualities. And everything you produce should feel like it’s coming from a real person. The more human you make your organization, the easier it will be for people to connect with it. And the more you empathize with your audience, the more they will be attracted to you.
Here are 5 imperatives you need to do this year to “be more human.”
What drives you to get up in the morning? What do you better than anyone else? What impact do you want to make in the world? What do you stand for?
These questions get to the core of your story. While you may run different marketing campaigns to the different audiences you want to reach, the central message must be authentic and true to you. This is your brand essence. It permeates everything you do. It is the embodiment of the values, mission, vision and the change your organization seeks to make in the world. It is the reason that your organization exists and drives how you represent yourself to the world.
This is critical: Do not rely on your own assumptions or statements from the past. It is important to get a broad perspective on your evolving organization. The key to uncovering your true brand essence is to talk to the people who know you best and are the most committed to your mission. Host stakeholder interviews, focus groups and working sessions to get people talking about what they really think about your organization, your direction and impact. These insights are critical to forming the foundation of your brand strategy and marketing campaigns.