There is something called the false consensus effect which basically states that we marketers really care about brands and we transfer that passion to consumers. But, the reality is, consumers don’t care about brands nor do they want to hear from them. So what do you do when you know your audience doesn’t want to hear from you? Answer: Change gears and find more organic ways to promote your brand.

Afterall, 61% of consumers report that they want brands to provide content that is useful, relevant or entertaining. They don’t want a sales pitch from your brand.

So how can you do your job as a marketer and promote your brand to consumers who don’t want to hear from your brand? It sounds more complicated than it is. The simple explanation is that you ditch the sales pitch and embrace strategies that don’t feel like you’re trying to sell something.

The following strategies should replace any blatantly self-promotion tactics that you are using now and the sales and brand awareness will escalate like you’ve never seen! So, let’s dive in…

Develop Buyer Personas

Start with your buyer personas and incorporate them into all aspects of your marketing. Buyer personas help you stay on course with understanding your target audience and they should be consulted on a daily basis.

If you’ve not created buyer personas for your brand yet, I like HubSpot’s free template for buyer personas. You can access it here. Bottom line, create buyer personas before moving on to new marketing strategies.

Identify Pain Points

Take your buyer personas a step further and isolate some common pain points that your target consumers face. Use these pain points as the foundation of all of your content. Some ways to do this include:

  • Title a blog post with a common question that your target consumers have
  • Create educational guides that speak to pain points
  • State the pain point and the resource that solves it in your social posts
  • Run a webinar on the top 5 questions your consumers have

Create Thought Leadership Resources

While consumers don’t want a sales pitch, they’re thirsty for knowledge. Thought leadership content positions your brand as a knowledgeable authority in your space and helps consumers along their buyers journey. It’s your job to create a “sprinkle” of content that leads your target consumers back to your brand and become buyers. Just a few examples of thought leadership resources include:

  • Blog posts that solve a pain point that your target consumers face
  • A downloadable eBook that highlights industry data–consumers love factual findings
  • An original research report
  • A webinar on a topic that would intrigue your target customers
  • An email with links to your best resources

Work With Influencers

Influencers have the ability to endorse your brand as a third-party making their recommendations highly trusted by your target consumers. They have a lot of followers and when you identify the right influencers, their audience becomes your new potential consumers.

I could talk about influencer marketing all day but you can read more here. But, the basic message I want to convey is that no matter if your brand is big or small, B2C or B2B, new or old–there are influencers for every brand. If you keep in mind authenticity, get a solid understanding on the types of influencers your target demographic follows and get creative in your influencer marketing campaigns, you’ll see incredible results.

Encourage User Generated Content

User generated content or UGC is simply content generated by one of your consumers. It can be on social media, a blog post, an online review, etc. This “social proof” appeals to consumers because they love that third party endorsement. They love to see how other people like them are using your brand.

You can also amplify UGC using strategies you used to use to promote your brand. Use UGC for social media ads, email blasts, on your homepage,etc. Bottom line, instead of promoting your brand, promote your users and their content.

If UGC peaks your interest, check out this post for a thorough rundown on the topic.

Consumers Want to Be Self-Driven

When choosing a brand to purchase from, consumers do a ton of research. For a bit, it was hard for me to grasp that consumers want to learn about my brand but they don’t want to learn about it from me. But, that’s our reality.

So, your job is to help your consumers along their journey. Make sure your strategic content is easy to find on your website, comes up often on social media, and that third parties are promoting your content. All of these resources that you’ll be creating create a trail of breadcrumbs that eventually leads back to your brand when the consumer is ready to purchase.

Optimize Your Site to Increase Organic Traffic

Organic traffic is a goldmine for your brand. When a potential consumer searches for a pain point or for a brand in your industry, you want your brand to show up on page 1 of Google. To rank high, you need to embrace SEO.

SEO is a bit of a beast, but there are organic strategies you can implement today. Check out this post for more. It’s also wise to hire someone on UpWork for an SEO audit.

Key Takeaways

Let’s keep this section short and say the main take away from this post is that you need to keep your marketing authentic. Consumers have gotten really smart and don’t like to be “marketed” at. Content is the perfect way to gain consumer trust through your knowledge which leads to high conversion rates.

What marketing tactics do you leverage to combat the fact that consumers don’t want to hear from your brand? We’d love to hear all about it in the comments below!

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