Ever wonder why workplace romances are so common? Why kids who live next door become best friends? Why sequels and remakes are so popular? It’s because we’re drawn to the familiar. The more we experience something (people, places, products), the more comforting it becomes.
Researchers believe this tendency is a holdover from our evolutionary past. Strange objects and animals were potentially dangerous. Familiar ones were safe. A lot in evolution may have changed, but our thinking has not.
As a result, when searching for a company to do business with, we tend to trust the ones we’re most familiar with. Therefore, in order to market a product or brand, often the first step is not to convince everyone that it’s superior to the competition, but to make it as ubiquitous as the competition. Once people have become accustomed to it, they’re far more willing to buy it.
Digital Ads
Search and banner ads are one of the most cost-effective ways to connect with customers. An ad’s success is generally measured by its click-through rate: the number of times users click on an ad compared to the number of times it’s shown.
However, impressions (the number of an ad is seen) can be equally effective, even if the exposure is fleeting. Trust is built up over time, so repetition is key. Retarget customers whenever you can. The more often people encounter your ad, the more likely they are to click on it down the line.
Branded Content
Contrary to how it’s portrayed on shows like Mad Men, the goal of marketing is not to create a perfect ad. Of course, you want ads to break through and go viral. But it’s a mistake to think they have to affect people on a deep and personal level in order to do so.
People seek out content in order to be educated, entertained, or informed. If a piece of content can do two or three of these simultaneously, all the better. But one is all that’s required.
Your goal, however, is to familiarize them with your brand and in order to do that, it needs to adhere to some basic guidelines.
- Consistency. A consistent message or style makes you more recognizable. This doesn’t mean you can’t change over time. But if you shift abruptly from one piece to the next, it’ll be impossible to fashion yourself into a comforting or reassuring presence.
- Relevancy. In order to attract customers, your content has to provide some value. If it doesn’t relate to their interests, needs, or concerns, they won’t engage with it.
- Variety. Repeated exposure to the same ad is effective, but only up to a point. After too long, it becomes boring, annoying, and possibly irritating. You don’t need a new ad every day, but a steady stream of blogs, tweets, graphics, and videos is the best way to keep customers engaged.
- Positivity. People do not have to be moved or inspired by your content, as long as they aren’t put off by it. Because negative experiences are more impactful than positive ones, one offensive post can undo the effects of all your positive ones. Not every post has to be positive (a neutral experience is just as effective at building trust). They just can’t be negative.
Social Media
Social media gives you instant access to millions of customers, constantly scrolling through their feeds. Millions of people log onto social media every day, searching for content. Posting costs you nothing. Paid ads are inexpensive and can be targeted based on user history and location, making social media an ideal platform for national and local brands.
What’s more, a well-crafted post can be shared millions of times, extending the reach of your content far beyond anything imaginable.
Co-Branding
Partnering with another company is a great way to introduce your brand to a broader audience. Co-branding is different from co-sponsoring. The goal isn’t to raise publicity. It’s to create a unique product or service that engages customers from both companies, in order to raise visibility and open themselves up to new markets.
