Founder & CEO of Blue Mobius Marketing, Caitlyn Scaggs, spoke at a recent Marketing Workshop in Blacksburg, VA on “The ‘Why’ of Marketing.”  As you can imagine, this spurred my interest and I want to share my insight on this topic with you.

By now businesses know that marketing in today’s world is a must – if your company is not utilizing social media to help bring awareness to your brand and company, then you are not in sync with the digital consumer.

One of the most effective ways to build a relationship with today’s consumers is through social media. However, it is not easy to create content that resonates with your target audience.  I have found this especially challenging in the insurance industry where there is no tangible product.

Unlike a product driven business, consumers don’t typically walk-in to our storefront to make an insurance purchase, which means our exposure is limited to outbound marketing.  Over the past 8 months we have blitzed social media with content that is personal, educational and provocative (in the good sense of the word ☺️).  It is our responsibility as a company to advocate for our clients and share valuable content with them.  Marketing is our way to be transparent about our company, our culture, and the community that we are proud to serve.

The workshop element of Caitlyn’s presentation focused on creating content that will resonate with your viewers and encourage them to follow your page. Now, that may sound hard, but it all starts with asking yourself one question—WHY do you do what you do?

People will always ask you “what” you do, but when was the last time you remember someone asking you “why” do you do what you do? Why are you in marketing? Why are you in insurance? Why do you own a restaurant?

Once you figure out the “why” behind what you do, marketing then becomes about a story, a brand, an EXPERIENCE and becomes less about a product, a service, or a price.

Everything you do to promote your business should have a purpose. The promotional item that you have chosen to handout at a trade show should have a story behind it. A story that you can share as you hand it out. Not only are they getting a free item, but now they know WHY they are getting that free item and what that means to your brand.

Your company’s website is the only employee you have that never takes a sick day, never needs a holiday, and never sleeps. Your website is the single most important marketing tool that you have. Make sure your website content and imagery connects not only WHAT you do, but WHY you do it.

People will always remember how your business made them feel—whether that was through a face-to-face interaction, a telephone call, or through a story that you shared on your blog. As Caitlyn said, “If you share your story in a way that your audience can see it, taste it, touch it and feel it, they will remember it.”

At HAWK Advisers, we are proud to share our story because it plays off the feeling we all get when we hear the word insurance and takes you on an unexpected journey.  I wouldn’t be in marketing if I didn’t invite you to click here to learn more about what it means to be “Independent by Nature.”