Marketing plays an essential part in connecting you with your target audience and growing your business. The ways that companies both large and small approach marketing and apply tactics have evolved to meet new expectations. One of the latest developments in our fast-paced world is mindfulness in marketing. Applying mindfulness to your marketing strategy means switching from a product-focused approach to a values-focused approach.
Mindfulness is defined as “the quality or state of being conscious or aware of something.” As it relates to marketing, mindfulness requires us to look for solutions that will best serve the customer.
When using this intentional approach to marketing, we have to slow down, see things in a different way, and understand that success is cyclical and not linear.
If you’re thinking that mindfulness is just another trend that you shouldn’t bother with, think again:
It can transform the way that your business connects with your ideal customers and can help you to grow as a marketer. For marketers, taking the time to pause and to step outside of our own opinions and ideas can allow us to have more clarity. For example, mindful marketing:
- Humanizes your business
- Makes a lasting impact on customers, which can build loyalty
- Emphasizes a focus on values over the product or service
As a result, you’ll find new ways to attract customers through empathy and greater awareness.
The benefits of mindfulness in marketing are numerous, both for your business’s bottom line and for your existing and future customers.
How to Apply Mindfulness in Marketing
- Set goals but see success as a process
- Be aware of your presence
- Be objective instead of opinionated
- Be intentional, not habitual
- Promote your products using empathy
- Stop ignoring your competitors
- Practice mindfulness now by starting small
Set Goals but See Success as a Process
Goal setting is an important element in successful marketing. However, mindfulness requires us to change our view of success and see it as a process rather than a destination.
Here are a few steps to setting your goals:
- Sit down and take a deep breath: Take some time to clear your mind and start by visualizing where you want to be. “I want to make 1 million dollars by 2021”
- Set your specific and measurable goals, and keep in mind that achieving those targets won’t mean that your work is done.
- Keep your goals achievable and realistic: Don’t over-reach or to the contrary shoot too low – make it make sense for your business
- Make sure your goals are time-bound: Always have a date in mind when formulating a goal-driven strategy.
Make sure your goals are SMART:
- Specific – What will you do?
- Measurable – How will you know you’ve met this goal?
- Achievable – Is it possible to accomplish?
- Relevant – Will it improve the business in some way?
- Time-bound – When’s the deadline?
Setting SMART goals help you identify overarching goals, the steps you have to take to achieve them, and how you’ll know you’ve achieved them.
Marketing is always going to be an ongoing process if you want to achieve and maintain long term success.
Be Aware of Your Presence
Mindfulness asks us to be aware of the now and to truly live in this moment, rather than to focus all of our effort and attention on the future.
Striving for a goal is important, but taking in the current moment provides value for a business’s success, too.
While our marketing goals allow us to set targets that we want to meet in the future, we still need to stop and pause.
Review your current strategy and ask yourself if the steps that you’re taking are aligned with your values. If they’re not, then now is the time to change.
Be Objective Instead of Opinionated
To gain objectivity, we have to stop judging our marketing methods and making moves based on our own opinions. We have to take an objective approach, letting data drive and inform our decisions, instead of our emotions.
Realizing that what we like or what we want isn’t necessarily what our customers want is critical.
Leave your own opinions out of the marketing decision making process. Because your customers don’t always want the same thing as you, take your ego out of the marketing mix and focus solely on what your customers want. You can achieve this by creating brand personas.
For example, you can use Hubspot’s buyer persona tool to create your brands’ buyer personas.
This tool will have you choose an avatar, enter demographic information such as age and education level, information about their business and career, and their overarching goals.
Being objective allows you to craft a marketing message that attracts your customers, rather than one that you simply like best.
Be Intentional, not Habitual
This can be a tough change to make, especially if you’re so used to approaching marketing from one mindset.
Mindfulness requires us to be intentional about what we do, slowing down to really consider our next best move.
We have to move away from a habit-based approach, letting go of our old ways and out usual
Promote Your Products Using Empathy
Another key feature of mindfulness in marketing is using empathy to promote your products and services.
Place yourself in your customer’s shoes to gain an understanding and awareness of how they feel and what they care about. Is there an issue or value that your brand and your customers have in common?
By being authentic and more empathetic, you’ll recognize your customer’s needs and shared values.
You can then position your product or service to offer even more value to your target market.
Stop Ignoring Your Competitors
Many times, businesses will ignore or overlook what the competition is doing, but to practice mindfulness, it’s essential to be aware of what your competitors are up to.
You can simply do this by researching the keywords in your niche on Google and see what your competition is up to on Google Ads and SEO Search. Write it down and analyze the results.
This allows you to create a marketing plan that gives you a competitive edge.
Your product may be amazing, but it’s not the only product out there that solves your target market’s problem.
Gain a deep familiarity with the competition so that you can differentiate your product and set up its unique position in the marketplace.
Practice Mindfulness Now by Starting Small
Changing your approach to marketing to one that stems from mindfulness doesn’t have to be difficult. However, it does take time to unlearn old habits and to develop your mindfulness skills.
There are a few simple ways to begin incorporating it into your strategy now:
- Pause before you plan.
- Ask yourself if you’re being objective or opinionated.
- Put yourself in your customer’s shoes and find out what you can do to solve their problem.
- Let go of your own ego and focus on what’s best for the consumer.
- Observe and gain a greater awareness of your competition.
These small steps will help you gradually shift your mindset and approach to marketing.
Use Mindfulness to Develop a More Effective Marketing Strategy
I’m a firm believer in the power of mindfulness in marketing to make your company or enterprise stronger than ever and memorable in the eyes of consumers.
I use it every day in the workplace to generate more revenue, a happy staff, and clients that are full of love and gratitude for jobs well done.
As you understand the ways to approach mindfulness in marketing, you can begin to apply it to your business. There’s no need to alter your products or change your business model. It all comes down to how you think about the ways that you can best serve your customers and attract them through thoughtful messages.
It can help you grow as a marketer, and it can help your business to grow with increased sales and greater customer loyalty.
Remember to: set goals, see success as a process, have an awareness of presence, be objective, be intentional, promote your products using empathy, stop ignoring your competitors and most importantly, let go of your own ego and focus on what’s best for your consumer.