I went to my son’s high school graduation yesterday. It was a ceremony filled with many moving moments, and, as I reflect on it today, a few marketing lessons.
1) Be an inspiration. Just like a great commencement speaker, your marketing and advertising should inspire your audience.
That might mean providing them with reasons to follow and engage with your brand, or showing how you’re leading by example to improve your corner of the world. Paint a vivid picture of what’s possible with your products, services, philosophy or team.
2) Share stories. Graduation season is a time for reflection. That often means revisiting memories and telling stories about teachers, friends and all the good times.
The stories you share in your marketing content will give your audience a better feel for your company’s personality and what it’s like to work with you. Stories are also easier to remember and relate to than cold, hard facts. Check out a few of our stories here, here and here.
3) Celebrate. Sure, give your team a big shout-out on your website or social media for their latest award or accomplishment. Just make sure to tie the message back to your audience.
Why should they care about your good news? How can they apply the details to their own needs? How does the information make the decision to buy from you easier?
4) Be yourself. Graduates wear long, shiny robes, along with oddly shaped hats, cords, sashes and medals. In other words, stuff they’d never be caught dead in normally.
That's all part of the pomp and tradition of graduation, but ask yourself if your marketing accurately presents your culture and who you are, or are you “dressing it up” for the public?
5) Dream. New graduates often dream about the future: their next steps, pursuing their goals and passions, making a difference.
When’s the last time you put your feet up on the desk and dreamed about what you could be doing with your marketing? How much more effective - and fun - could it be? What are some of the other metrics you’d like to pursue? What will your marketing legacy be?
Let us know if you’d like any help making those dreams come true.