Why Values are Important in Social Media Marketing
People do business with people they like. It’s a common saying that, as someone who’s spent a huge part of my working life in customer facing roles, rings true. In the context of social media, where you’re asking someone to stop scrolling and to spend precious time to read your post, flick through your carousels or watch your videos, when there is so much for them to look at, that truism is even more relevant.
But what is it about particular people and companies that customers like? Is it the giveaways, the stylish look of the brand or the warm fuzzy feeling that comes with interacting with them?
The answer is simple: it’s about identifying with the values (or brand values if you’re a marketer) of a business and that’s different for different people. Some customers will have financial values at the top of their list and for those facing tough financial constraints, freebies, discounts and value for money could be the most important factors influencing their buying decisions. Others will be more concerned about the look of a product, with values around great design, quality or status, whereas those whose primary concerns are about the environment may find a company’s eco-credentials more persuasive.
What’s clear is that if your values don’t align with your customers, then they’re unlikely to want to deal with you. As not everyone’s values will align with yours, you need to focus on those that do rather than trying to be all things to all people.
Values Help Customers Identify with Your Business
Focusing your efforts on a specific segment of customers that share your values can be a cost-effective way to grow your business and save time and effort in the long run. It helps your target customers to find you and to identify with your business; supporting something they care about, be that saving money, supporting a specific charity or saving the planet.
Research conducted by The Harvard Business Review found that of the consumers who said they have a brand relationship, 64% cited shared values as the primary reason.
Customers who don’t agree with or care about your values are likely to be hard to win over, but if they can identify with your values, they are more likely to engage with and support your brand. Take a look at what the value of kindness can do for your business in this blog.
Values Differentiate Your Business From The Crowd
Clear values will also help differentiate between your business and your competitors, enabling similar businesses to survive by marketing to different audiences.
Being able to stand out from the crowd will also help in raising the profile of your business, helping to drive growth.
There are many organisations who focus on specific groups for instance such as Mums who want to return to work, or people who want to reduce their impact on the planet, who essentially sell the same services as a number of other businesses, but by demonstrating their values, their commitment to helping women or producing cardon neutral clothing in these cases, have generated strong support from their target customers.
Values Give Purpose To Your Brand
Having strong values can drive the direction of your business and generate opportunities to connect with consumers as well as enabling you to achieve your goals. A business that described itself as environmentally aware may find itself adopting measures to ensure its products are produced sustainably, leading to connections with a completely different range of suppliers than its non-eco counterparts. Its founders may find themselves involved in new initiatives and become seen as leaders in their industry segment.
For example, Sheep Inc. sells what they describe as carbon negative knitwear that attempts to address the environmental problems of the mainstream fashion industry. Their aim is to do their part in saving the planet, no less, and to enlist your help in doing so. They’re selling a whole lot more than clothing and they’ve gone a lot further than just looking at how they can green up their supply chain.
Live Your Values
Which brings me to my final point. It’s not enough to have values for your business, you need to be able to demonstrate them, or you risk cynicism from your most important audiences.
Being able to show how your values are fundamental to your business and how your potential customers can benefit from them, gives your business a tangible advantage with those customers who share your values. With core values that chime with your ideal customers, you stand a good chance of being able to make your business a success as well as achieving heartfelt value orientated goals.
Is it time for some deep thought about your values?
Deborah Padwick is a trained Social Media Manager, with experience of helping small and global businesses with their social media presence. Deborah set up Redcurrant Social to help small business owners and freelancers get the most out of social media and ultimately to grow their businesses. Deborah has helped businesses and charities gain clarity with their social media marketing, reach greater audiences, generate leads, fill their appointment books, make sales and grow.
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