Apple is the forerunner in the technology sector due to its innovation and the seamless execution of its business processes. But how does Apple continue to be so innovative? Simon Sinek attributes it to a concept called the Golden Circle—in the most basic sense that people do not buy what you do, but rather why you do it. As an inbound marketer, you should consider the motivation behind your business: the emotional driver for your consumers’ buying behavior. This is what draws customers to you.
AppleDefine Your Why Positioning
In order to effectively enter the hearts of your customers, you must first establish the belief behind your business and get your target audience to believe it as well. For Apple, Sinek describes its product positioning as “simple to use, beautifully designed, user friendly…and we just happen to make great computers.” Instead of leading off with product benefits, features and price — the what – Apple works from the opposite direction and leads by explaining why its products are desirable and superior. Taking this approach will give you the edge above your competition and may cause potential customers to think “this feels right,” which can drive more leads and conversions than you may realize. Many companies provide quality products, but only a few exemplify the passion behind what they do. This passion ties directly to the next area—building relationships—the key factor in developing a long-lasting client base.
Garnering brand loyalty is one of Apple’s strong suits, and one inbound marketers should emulate. Apple does this through its customer service, but for inbound marketers social media can serve as a means to provide customer service. By utilizing social channels such as Twitter, Facebook, and LinkedIn, your company can engage its target market and begin the path to lead conversion. Interaction through these outlets fosters brand loyalty, can spread positive word-of-mouth and can cultivate a strong reputation. Building these relationships via social media develops trust, which lays the foundation for moving potential customers through the inbound marketing cycle and the sales funnel.
Giving the Market What it Wants
Another defining characteristic of Apple—a crucial aspect of inbound marketing and content creation—is being in tune with what their customers want. Identifying what your own customers want can endear your target market to you. It also demonstrates that you care about them and not just about sales, which can remind them that why you do what you do is important. Apple is always effectively ahead of the curve in developing and designing products that its consumers desire, sometimes before they realize it. Now for you, this does not mean tweeting only about your company, brand, or products. Rather, analyze and acknowledge your audience’s problems, interests and attitudes. Then you can offer relevant, relatable, quality content that generates value. Once you give your audience what it needs and wants, the inbound marketing process can begin, and you can prove just how adept you are at solving problems.
Lastly, promote your brand in an appealing way. Apple is known for its ability to design streamline cutting-edge products, which exemplifies the image it wants to portray, and is consistent with consumer expectations. The same is true for inbound marketing—your website, offers, landing pages, emails, social media platforms and calls-to-action should be consistent and unified across the board. Draw people in with your aesthetically pleasing resources and overall online presence. Although looks aren’t everything, it sure can’t hurt to look good (from a design standpoint anyway).
So, what can you take from this? What can Apple teach inbound marketers? To define and execute your why positioning, to build relationships via social media, to provide relevant content and to promote a unified brand image reflective of the company positioning. When you can master these four things, you will propel your company into the forefront of your industry, just like Apple.
More Business articles from Business 2 Community: