Unorthodox Marketing To Build Trust & Have Fun
Social Corner Family,
I hope you’ve all had a great week. It feels good to get back into my weekly flow with these emails.
On a side note, my partner is visiting me this week, so next week’s issue might arrive in your inbox on Saturday.
So let’s get into today’s issue.
As a social media manager, it’s my job to find interesting ways to increase brand awareness. I do this by trying to think both inside and outside the box when it comes to content.
What I’ve noticed more so over the last year or so is brands – both personal and company – making content that indirectly drives them sales, and, more importantly, engagement. Let’s take a look at some examples:
Ben Askins
Ben Askins is an entrepreneur who built and sold Verb, and is now the founder of the UK’s leading environmental company, Gaia.
He also writes a newsletter centered around all things practical work, career, and related business advice. But his content has nothing to do with his environmentalism.
Ben’s content breaks down experiences employees have with nightmare bosses, documenting the worst of the worst in the corporate world. By branching off and making content like this, Ben does a few things incredibly well:
He makes working for his company seem like an oasis.
He drives newsletter subscribers > which he can monetize with sponsors
He builds authority on what it means to be a great boss.
Reg & Yvette
This awesome couple runs a brand and packaging design business that has grown in popularity in recent times.
But what about their content? surely most of it is trying to directly drive sales with offers and breakdowns of their designs?
Hardly.
May 1/20 of their posts actually showcase design work they’ve done.
The majority of their content is:
Behind the scenes of working for a client
Struggles of designers
Relatable memes about running a design business
Tips on how to help others grow their design businesses.
Sales/marketing tips.
By creating content like this, they do the following:
Build authority as brand builders
Allowing them to monetize coaching packages if desired.
Acquire new customers who trust them through their content
Reach a wider audience by creating relatable meme videos.
Recap
The point of using unorthodox methods in your content is that people hate being sold to unless they’re actively looking to be sold on.
People want sales during Christmas and summer. Not when they’re scrolling through social media looking to be entertained.
Questions to ask yourself:
What types of content indirectly funnel traffic to my website and relate to my brand?
How can I make my content more relatable?
How can I be seen as an authority figure in my niche without bombarding people with sales offers?
How can I share more of my progress + personality?
I hope you enjoyed this week’s issue Social Corner family. If you’re new here and not subscribed, why not? It’s FREE. Click the button below to subscribe. Each week I send one useful email regarding social media marketing.