Today, if you are an entrepreneur or a business owner, the message your brand is sending to the world is more important than ever before. Not only is your message essential to grow your brand love and notoriety, maximize your income and KPIs, but it matters when it comes to the feelings you are creating in your clients’ and prospects’ lives. I like to call it “moments” you are creating for them.
Every time someone sees one of the brand posts on Social Media or watches a video produced by a brand or reads one of its blog posts, it creates a “moment” for them. This moment can be neutral or barely positive, OR you can choose to create a happy moment reminding them of good memories or making them feel better about themselves, providing a positive vision of their future selves…It can even create a flow state, a mental state in which a person is fully immersed in a feeling of positivity and energized focus when performing an activity. It ‘s a feeling of full involvement and enjoyment in the process of the activity. This happens especially with the most engaging posts on Social Media, meaning posts that have more “likes,” “shares” and comments.
Half of the world’s population is online, half of the world’s population owns a smartphone, and half of the world’s web traffic comes from those phone users.
Loving your clients and prospects is about providing the best User Experience possible where ever they are on mobile or desktop. It can be done through making their lives easier with a quality service/product, with helpful well-trained people in your support team, with an intuitive easy to use and clean website and also with making them simply feel better. Loving your clients can be through making them feel better about themselves with a positive message on your Social Media, not necessarily about your products but about them.
Throughout my 12+ years in Digital Marketing working with companies on developing their brands online, I think that I finally understood what customers really want. Consumers don’t want the perks, discounts, and surprises ( Ok, maybe some of them). I actually think that they just want to feel better! They want a promise of a better version of them and their lives in the future.
It’s known that one of the reasons why we buy many products is the promise they make about a better version of ourselves. When a brand really cares, as a customer, you can feel it, and in return, you love the brand and show it either by buying their products/ services, being active on their Social Media, or just not being negative about the brand.
Hate is so easy to spread with a campaign ( I can think of many racist and misogynistic marketing campaigns and you can too…), a hate speech or just sharing negative ideas and biases on Social Media can go a long way.
It is also so easy to feel depressed in a world where everybody’s life is so colorful and glowy on Instagram, for instance. It is so easy to fall in the trap of bad self-talk and low self-esteem. In a world where your potential mates will judge you so quickly based on a photo and a few words in some app and where a swipe right or left on Tinder can decide of your romantic life, it is so easy to surrender to the negative self-talk. We all had that inner voice that told us one day: They are happy you are not, they succeeded you did not… Self-love, self-care, and self-esteem is most needed at this age.
Spreading love should be part of every Brand goals every year. I think that it should be part of any company social responsibility: making the world a better place by making people feel better about themselves and grow.
Loved people are happy and achieve more. Loved people become generous and want to share because they feel lucky, and somehow, they need to give back.
When Valentine’s Day rolls around, it is filled with an atmosphere of love in the air. Thousands of brands turn to Facebook, Twitter, Instagram, etc. to share posts filled with red hearts, roses … Spreading love should be more profound and part of every brand goal. When brands show love and make people feel happier, they get love in return from their customers, too, because when we show love to other people, they feel indebted and look for a way to pay back.
Love matters to everyone and no amount of it is too much. When not shown, it might lead to rejection or be seen as selfishness, which may cause a lot of damage to both individuals and businesses.
We are living in an age where ideas are so easy to spread, and feelings can become easily contagious and viral. In this digital age, everyone has a voice and can easily make it heard. That’s why the message we deliver to the world is more important than ever!