In July, Percolate held their annual Transition Conference at the Times Center in New York City. Speakers from all across the tech world gave insight into the changes that technology is bringing to marketing and advertising which could also be beneficial to social marketers who want to integrate brand identity in all aspects of their company, especially, social media.
One of the most thought-provoking sessions was hosted by BarkBox’s Henrik Werdelin who has ingrained social marketing into his company in the most organic way possible. BarkBox has no separate marketing team, rather, all employees work to create a marketing experience that is organic and unique.
Here is a breakdown of some of the key ways that Werdelin encourages marketing to stay accessible and holistic–all while staying true to brand:
- Consistency is key: Branding is everywhere, and with any sized company there will be points of access where customers interact with the brand. This means everything from how the job descriptions on the company website are written to the tone and voice of the company’s Facebook and Twitter pages.
- Show, don’t tell: Instead of explaining what your brand is, let your customers tell the story. BarkBox retweets in response to customer inquiries on Twitter. Peer reviews are powerful tools and can be the turning point when somebody chooses your business.
- Momentum equals volume: Growth is important but so is staying true to the brand. Instead of saying that your brand is doing awesome stuff, actually do it! This can be from company outings to pro bono donations to unique social media gags.
- Use your voice: The most successful brands have the most consistent voice and they also interact with customers. Make your followers and supporters feel loved by reaching out and giving back. Followers will be more loyal if they think their voices are heard and if the brands they love are being run by those with similar ideals, not just faceless corporations.
In short, a marketing strategy should be something that feels intrinsic to the overall brand, something that is easy to digest and supports the overall goals and objectives of the company.