Create Connected Experiences with a Compelling Story

Home Business Magazine|Summer2020

Create Connected Experiences with a Compelling Story
Every Business Is Driving Towards “Connected Marketing”
Jennifer Fortney

Covid-19 certainly threw us all one major curveball. In fact, it led to many more individuals entering the gig economy or launching a business out of their homes, and because of this there seem to be more complexities in marketing and growing a business today.

One thing is clear: To be successful, no matter your work-from-home situation, you need to sell. And, you sell through telling your compelling story clearly, concisely, and very well across every relevant marketing platform to get consumers to feel something.

Times have changed. Business owners need to be agile and flexible to make the shift into a new world. It feels like there is more clutter to cut through, and there is, but marketing has not changed all that much. It is simply continuing its path towards more authentic experiences.

Whether you’re an online tutor, a photographer, an online retail store owner, a creator of one-of-a-kind products for Etsy, a consultant, or a content creator, this year business owners are being compelled to really understand their businesses and how to build meaningful connections with customers in order to communicate, engage, and participate with them, and to drive sales.

What the future of marketing, looks like

Social distancing left people craving more meaningful connections and relationships with others who they felt cut off from, and the companies with which they do business. Technology built for companies began seeing increased use and demand from consumers as ways to fill in those voids. Video conferencing will become a fixture for doing business and selling — business with clients and prospects, clients with their vendors, and vendors with their clients. You are going to have to get comfortable with technology and presenting and selling yourself and the story of your business, product, or service on video calls.

After months of feeling disconnected, relationships are more important than ever before in marketing. And, while relationships always really been key, we are now able to have closer, more casual relationships, which means connecting needs to be authentic.

This happens through powerful storytelling and building an emotional connection to your business, product, or service. This has always been growing significantly in the past decade, and now we will see a real movement toward consumer spending choices having more meaning, which means that every business is going to be driven towards more meaningful marketing.

So how do you do this? The basics always hold true…and small business does it best.

Know your business and its audience, intimately


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