<p>Over the years, I’ve spoken to many business owners who shy away from posting on social media or sharing their brand story because they think it’s boring, uninteresting or they simply don&#39;t have one! Many tell me, <i>“My story doesn’t feel special, my idea just came to me in the shower,”</i> or, <i>“I sort of fell into it.”</i> If you can relate, let me assure you that this couldn’t be further from the truth.</p><p>Every business in the world has a story that’s unique and worth sharing. The problem isn’t that your story is uninteresting; it’s that you’re not going back to the very beginning. Let’s break it down.</p><h2><b>Your Story Began Before Your Business</b></h2><p>Your brand story didn’t begin the day you registered your business or launched your website. It started long ago, with your experiences, and influences shaping you into the business owner you are today.</p><h3><b>Childhood Dreams and Influences</b></h3><p>Start by thinking back to when you were a child. What did you always dream of becoming? Maybe you wanted to be an artist, a teacher, or perhaps a vet? These aspirations often leave clues about those values or passions that drive us as adults. You should think about what is most important to you and what you have always been passionate about.</p><p>You should then think about your upbringing and the loved ones around you. What did your parents or carers do for a living? Perhaps they had a particularly strong work ethic that really inspired you, or like me you had a mother whose creativity left a lasting impression on you. Or it could be that perhaps your childhood wasn&#39;t so positive, you struggled at school or lacked support. Was there someone you didn&#39;t want to disappoint? A teacher or perhaps a grandparent? Some business owners have unfortunately had bad experiences and suffered real hardship in their past but it made them ever more determined to make their business a success.  </p><p>These important figures and memorable moments in your childhood are the building blocks of your story, and they resonate deeply with your audience.</p><h3><b>Early Career Life</b></h3><p>Your early work life plays an important role in shaping your journey. Maybe it took you years to find something you were passionate about and you hopped from one job to the next, feeling like nothing really fit? That’s not at all a weakness, it’s a valuable part of your story. These lessons and experiences can be the very reason your business idea came to you in the shower!</p><p>If work was tough, share what kept you going. Maybe it was a love for creating, solving problems, or helping others. Don&#39;t be ashamed to say you just needed the money! We all do! So we can all relate. This level of honesty and transparency is appreciated by your audience.</p><h3><b>The Moment Your Business Began</b></h3><p>Now you can start getting to the beginning of how your business actually came about. Probably, where you originally thought your business story began! So where did your business idea come from? Did you realise a problem and find a solution? Or was it a hobby you wanted to monetise? How did you feel when the idea came to you? Excited? Terrified? Motivated? Dig deep and open up. </p><p>Next we want to hear the challenges. This is an area some business owners feel obliged to hide because they feel their customers will doubt them, and yet this is what makes your business real to customers. Be open about how long it took to get your business off the ground, this will demonstrate your determination and commitment. Were there financial hurdles you had to overcome? or was there external criticism? Sharing these struggles shows resilience and builds trust. These are also elements that make your story rich and compelling.</p><h3><b>Your Product or Service: The Heart of Your Mission</b></h3><p>At the core of your business is a problem you set out to solve. What inspired you to tackle that particular issue? Perhaps you experienced the problem firsthand, or maybe you saw a gap in the market that no one else was addressing. Think about what mattered most to you when delivering your product or service. Was it quality? Effectiveness? Outstanding customer service? These priorities speak volumes about your values and show your audience why they can trust you.</p><p>And don’t forget to acknowledge the people who’ve supported you along the way. Whether it’s family, friends, mentors, or a loyal customer base, they’re part of your story too.</p><h2><b>How to Write Your Brand Story</b></h2><p>Now that we’ve explored the foundations of your brand story, let’s talk about how to actually craft it. Writing your story may seem daunting, but with a few practical steps, you can present it with pride.</p><h3><b>Step 1: Start with a Brain Dump</b></h3><p>Begin by jotting down the key moments in your life and business journey, so the main events! Remember to go all the way back to childhood if you can. Don’t worry about grammar or structure at this stage, just let the memories flow. </p><h3><b>Step 2: Identify the Emotional Core</b></h3><p>Don&#39;t shy away from feelings, feelings are crucial to a good story. Think about what the underlying theme of your journey may be. Is it determination, creativity, or the desire to make a difference? And incorporate your feelings into this journey to write a story that resonates.</p><h3><b>Step 3: Be Authentic and Honest</b></h3><p>Audiences value authenticity. You don’t need a polished story to achieve perfection, it just has to be YOUR story. So be honest about the ups and downs, the successes and failures. Vulnerability creates connection.</p><h3><b>Step 4: Structure Your Story</b></h3><p>Like any good tale, your brand story needs a beginning, middle, and end.</p><ul><li><p><b>Beginning:</b></p><p> Introduce your background and what led you to start your business.</p></li><li><p><b>Middle:</b></p><p> Share the challenges, turning points, and moments of growth.</p></li><li><p><b>End:</b></p><p> Highlight what your business stands for today and your vision for the future.</p></li></ul><h3><b>Step 5: Tailor Your Story for Different Platforms</b></h3><p>While the key themes of your story remains the same, you can adapt it for different audiences on different platforms. A short, snappy version works well for social media, while a longer, more detailed version might shine on your website’s <i>About Us</i> page.</p><h2><b>How to Market Your Brand Story</b></h2><p>Telling your story is only the first step. To make it truly impactful, you need to integrate it into your marketing strategy. Here’s how:</p><h3><b>1. Use Visual Storytelling</b></h3><p>Pair your words with visuals that bring your story to life. Share photos of your workspace, behind-the-scenes moments, or even snapshots from your journey’s early days. Video content, like talking directly to the camera, can make your story even more engaging.</p><h3><b>2. Share Testimonials and Reviews</b></h3><p>Incorporate testimonials from customers or collaborators who’ve been part of your journey. Their perspectives add credibility and depth to your story.</p><h3><b>3. Post Consistently Across Platforms</b></h3><p>Your story isn’t a one-and-done deal. Keep it alive by sharing snippets, updates, and new chapters of your journey on social media, newsletters, and blogs.</p><h3><b>4. Leverage Your Why</b></h3><p>Use your “why” to craft compelling calls to action. For instance, if your story is rooted in solving a specific problem, frame your product or service as the solution to that issue.</p><h3><b>5. Connect Through Community</b></h3><p>Join conversations within your industry or niche. Share parts of your story in forums, groups, or collaborations. These interactions position your brand as authentic and relatable.</p><h2><b>Why Your Story Matters</b></h2><p>Sharing your brand story isn’t about self-indulgence; it’s about connection. People don’t just buy products or services, they buy into people, ideas, and values. When you share your story, you’re giving your audience a reason to root for you, trust you, and invest in your business.</p><p>So, the next time you hesitate to post on social media or feel tempted to downplay your journey, remember this: your story isn’t boring. It’s uniquely yours, and it has the power to inspire, connect, and grow your business.</p><p>Let your story be heard, it might just be the key to transforming your business.</p>

Photo by <a href="https://unsplash.com/@cdd20?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">愚木混株 cdd20</a> on <a href="https://unsplash.com/photos/an-open-book-with-a-shadow-of-a-person-eVboxPoX1iU?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>
      

cdd20-eVboxPoX1iU-unsplash

Every business in the world has a story that’s unique and worth sharing. The problem isn’t that your story is uninteresting, it’s that you’re not going back to the very beginning. 

Brand Story

How Brand Storytelling Can Transform Your Business

undraw book-lover cmz5

<p>Imagine you’ve just opened a bakery on a bustling high street. Your croissants are buttery, your choux buns are perfection, and your sourdough has that perfect crunch. But as you eagerly wait for customers, you notice people walking straight past without a second glance. Meanwhile, the café down the road has a queue out the door.</p><p>You wonder what they&#39;re doing that you&#39;re not...</p><p>This is where <b>brand positioning</b> comes in. It’s the secret ingredient that helps customers notice you, remember you, and choose you over your competitors. When I first started learning about marketing, I made the mistake of trying to appeal to everyone. I thought if I cast my net wide enough, I’d catch more customers. But in reality, my message was lost, and I struggled to connect with anyone.</p><p>It wasn’t until I honed in on my unique value and ideal audience that things started to fall into place. So, let’s explore how you can position your brand effectively and attract the right customers.</p><h2><b>What is Brand Positioning?</b></h2><p>Brand positioning is about defining how your business is perceived in the minds of your ideal customers. It’s what makes you different from competitors and why people should choose you. Imagine asking someone to describe your business in one sentence, what would they say?</p><p>For example, a fashion brand sells trendy yet affordable clothing for young women. Their brand positioning might be: &#39;Stylish, budget-friendly fashion for trend-conscious women aged 18-25.&#39; This is an example of a clothing brand, positioning themselves as a cheaper clothing option than competitors for young fashion conscious women.  </p><h2><b>Why is Brand Positioning Important?</b></h2><p>If your brand positioning is unclear, customers simply won’t know if your business is for them. And when people are unsure, they choose a brand they already recognise instead.</p><p>Businesses that try to appeal to everyone usually end up appealing to no one. But when you’re clear on who you’re targeting and what makes you unique, you&#39;re able to stand out from competitors, attract the right audience and build stronger brand loyalty. </p><h2><b>How Do I Position My Brand?</b></h2><p>Let’s go step-by-step through how to actually position your brand in the market, in a way that truly resonates with your audience.</p><h3>1. Establish the Need</h3><p>Every business exists to solve a problem or meet a need, so you must establish the core need, your product or service addresses.</p><p>For example: A meal subscription service provides easy meal preparation. A clothing brand offers trendy fashion. A business coach helps clients gain confidence. Make sense?</p><p>Now write down the main need that your business fulfils, this will form the foundation of your brand positioning.</p><h2><b>2. Define Your Product Category</b></h2><p>This is simply the type of product or service you offer. Are you selling luxury goods, convenience products, speciality products or something else?</p><p>Your product category determines where customers will expect to find you. For instance, a convenience product e.g. a ready-made sandwich should be sold in supermarkets, while a high-end skincare brand belongs in a boutique or department store. Being clear about this helps ensure your product is in the right place to reach your ideal audience. So, now you have the need and the category. </p><h2><b>3. Identify Your Target Audience</b></h2><p>Unfortunately this is an area that many brands fall down on. Identifying your target customer plays a significant role in your brand&#39;s position, failing to do so can result in mixed messaging and low sales. So you need to be able to explain exactly who your brand is for. </p><p>Conduct thorough research to identify the following:</p><ul><li><p>Their age range</p></li><li><p>Their interests and values</p></li><li><p>Their challenges or frustrations</p></li><li><p>Their lifestyle</p></li></ul><p>For example, if you sell luxury skincare products, your audience might be women aged 30-50 who prioritise self-care and so are willing to invest in high-quality skincare.</p><p>If you have identified your audience and it includes different groups (e.g., students and professionals), this is ok, however it is important to seperate them into segments so you can tailor your messaging accordingly.</p><hr/><h2><b>4. Identify Your Differentiator</b></h2><p>Your differentiator is what sets you apart in the market and so you absolutely must have one. If your customers compared you to competitors, what would make them choose you?</p><p>Some common differentiators include:</p><ul><li><p>Higher quality (e.g., handmade, organic, expertly crafted)</p></li><li><p>Lower price (e.g., budget-friendly, value for money)</p></li><li><p>Faster service (e.g., next-day delivery, on-demand support)</p></li><li><p>Specialised offering (e.g., vegan-only products, exclusive designs)</p></li></ul><p>For example, a meal subscription service targeting busy professionals might differentiate itself with the fastest delivery time.</p><p>If you&#39;re struggling to identify a differentiator, consider what is most important to your target audience. Your differentiator should align with something they value. For example, students may care more about affordability, in which case you would work towards making your offering budget-friendly. Another example might be professionals who may prioritise convenience, your offering could therefore focus on fast delivery times. </p><p>Some brands highlight their differentiator by placing their product next to a competitor’s to showcase the difference, such as &#39;50% more protein than other snack bars!&#39;</p><h2><b>5. Identify the Benefits You Offer</b></h2><p>Customers don’t just buy products, they buy benefits. There are three levels of benefits to consider:</p><h3><b>The Core Benefit</b></h3><p>What is the main problem your product solves?</p><ul><li><p>A TV entertains and removes boredom. </p></li><li><p>A fitness app supports better health. </p></li></ul><h3><b>The Actual Product</b></h3><p>What are the specific features that your customer is getting?</p><ul><li><p>A TV&#39;s features may include high resolution and sleek design</p></li><li><p>A fitness may provide live classes and personalised plans</p></li></ul><h3><b>The Augmented Product</b></h3><p>What extra benefits are there that make it even better? </p><ul><li><p>A TV may come with a 5-year warranty</p></li><li><p>A fitness app could have a personal trainer consultation</p></li></ul><p>Make sure your marketing clearly communicates these benefits so customers understand why your product is valuable to them.</p><h2><b>6. Write Your Brand Positioning Statement</b></h2><p>Now it&#39;s time to put it all together and form your brand positioning statement. This statement will act as an internal guide, helping you make branding decisions and create effective marketing strategies. It should be written clearly and succinctly, defining where your brand sits in the market.</p><p>For inspiration, here is a real life brand example of brand positioning;</p><h2><b>Zara - Fashion Brand</b></h2><ul><li><p><b>Need</b> Clothing</p></li><li><p><b>Product Category</b> Apparel &amp; Accessories</p></li><li><p><b>Target Audience</b> Young men and women (18-35) looking for fast, affordable fashion</p></li><li><p><b>Differentiator</b> Trendy, high-quality clothing at affordable prices, with a 2-week turnaround for new designs</p></li><li><p><b>Benefits</b> (Core) Improve self-image, (Actual) High-quality yet low-cost items, (Augmented) Home delivery, post-purchase emails, future discounts.</p></li></ul><p><b>Statement:</b></p><p><i>Zara delivers trend-driven, high-quality fashion at accessible prices for style-conscious young men and women aged 18-35. By combining rapid production cycles with a keen eye on the latest runway and street wear trends, Zara ensures customers can access the newest styles in record time.</i></p><p>Everything Zara does, from its pricing to its marketing will reflect this positioning, making it easy for customers to understand exactly who they are.</p><h3>Love Marketing&#39; Brand Positioning Statement</h3><p>It also makes sense to take this opportunity to share our brand positioning statement (perhaps for further inspiration!)</p><p><i>&#39;Love Marketing empowers overwhelmed small business owners with clear, no-nonsense marketing guidance that’s easy to understand and apply. Through expert insights, practical templates, and step-by-step strategies, we help entrepreneurs confidently grow their businesses, without needing a marketing degree.&#39;</i></p><h2><b>Conclusion</b></h2><p>Brand positioning is what makes customers choose you over competitors. By getting clear on the need you meet, your audience, and your unique value, you’ll create a brand that truly stands out.</p><p>You don’t have to get it perfect straight away. Positioning evolves over time as you learn more about your customers. Start with these steps, keep refining, and soon you’ll have a brand that attracts the right people and keeps them coming back.</p><p>All the best!</p><p>
</p>

Photo by <a href="https://unsplash.com/@kanhaiyasharma?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Kanhaiya Sharma</a> on <a href="https://unsplash.com/photos/a-pile-of-white-cubes-_HdRQWJ-Pt8?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>
      

kanhaiya-sharma- HdRQWJ-Pt8-unsplash

Understand why your brand needs a clear position in the market. Take a closer look at the target audience, product category and the product benefits.

Brand Positioning

How to Make Your Brand Stand Out in a Crowded Market

undraw color-schemes r29x

<p>Search engine optimisation (SEO) was probably the last marketing strategy I wanted to explore. It seemed overly complicated, stressful, and something I didn’t feel qualified to tackle. But when I realised most of my articles were barely making it to the second page of Google, I knew it was time to bite the bullet and figure it out. To my surprise, I discovered just how much I could do with a few simple steps to improve my site’s ranking. Before long, I was seeing my website appear at the top for relevant search terms!</p><p>If you’ve been putting off SEO because it feels overwhelming, this guide is for you. I’ll walk you through beginner-friendly SEO techniques to optimise your website so customers can find your business on Google. </p><h3><b>What Is Search Engine Optimisation?</b></h3><p>First things first, SEO is a marketing strategy designed to make your website more visible in search engine results, helping to drive organic (free) traffic to your site. By optimising factors such as keywords, content quality, links, and user experience, your site can rank higher for search queries relevant to your business. For example, if you own a florist in Manchester, using a keyword like &quot;Manchester flower delivery&quot; in your site’s metadata can make it easier for customers to find you when they search for local florists.</p><p>Higher rankings mean more visibility and more chances to connect with potential customers who are actively searching for what you offer. Best of all, SEO is a cost-effective, long-term strategy that builds trust and authority for your business.</p><h3><b>How Does SEO Actually Work?</b></h3><p>When someone searches on Google, the search engine produces a list of results based on its index of web pages. The sites at the top of the list are those Google deems most relevant to the user’s search. These top-ranking pages attract the most visitors. This is known as organic traffic and here’s why organic traffic matters, it accounts for around <b>53% of all website traffic</b> and doesn’t cost you a penny. The higher your ranking, the more free traffic you’ll get, and that’s the ultimate goal of SEO! With me so far?</p><h3><b>Getting Started with SEO Techniques</b></h3><p>If the idea of SEO still feels a bit daunting, don’t worry. You don’t need to be an expert or invest in any expensive tools. You just need to start with these 3 free tools from Google;</p><h4>1. <b>Google Search Console</b></h4><p>This tool shows how your site is performing in Google search results. Once signed up, you’ll be able to see whether or not your site is indexed (added to Google’s database). If not, you can just request indexing to get started.</p><h4>2. <b>Google Analytics</b></h4><p>Once your site is indexed, Google Analytics will help you track how much traffic you’re getting and where it’s coming from. This data will show you which pages perform well and help you make informed decisions about your content.</p><h4>3. <b>Google Business Profile</b></h4><p>If your business has a physical location, setting up a Google Business Profile ensures customers can find you on Google Maps and local search results. It’s essential for businesses with a physical location like salons, shops, or cafes.</p><h3><b>How to Optimise Your Content</b></h3><p>Now that you’re set up with the basics, it’s time to focus on your site’s content. Here’s how to optimise it step by step:</p><h4><b>1. Research Your Keywords</b></h4><p>Keywords are the foundation of SEO. Use tools like <a href="https://ads.google.com › home › tools › keyword-planner"><b>Google’s Keyword Planner</b></a> or <a href="https://trends.google.com/trends/"><b>Google Trends</b></a> to identify the words or phrases people are searching for in your industry. For instance, a children’s clothing shop might find terms like &quot;affordable kids’ clothes&quot; or &quot;baby outfits UK&quot; perform well (these are just examples!)</p><p>Aim for keywords with a monthly search volume of at least 1,000 as this is a good indication that its a popular term. (indicating it’s a popular term). You also want to choose words with low to medium competition so it’s easier to compete for the top spot! Most importantly however, choose the keywords that are most relevant to your business and use them strategically throughout your site.</p><h4><b>2. Write Compelling Website Content</b></h4><p>Your website should clearly explain what you offer and why it’s valuable. Include your chosen keywords naturally in your homepage, About page, and product or service descriptions. Avoid “keyword stuffing” as this can harm your rankings. This basically means overusing your keywords to the point where your content no longer makes sense. </p><h4><b>3. Start a Blog</b></h4><p>Adding a blog to your site is a simple way to increase traffic. Blogs allow you to target specific keywords and provide valuable content for your audience. For example:</p><ul><li><p>Blogs answer common customer questions.</p></li><li><p>They share industry trends.</p></li><li><p>They can engage your audience with tutorials or how-to guides.</p></li></ul><p>Aim to publish consistently and work towards at least 20 blog posts over time. Blogs are particularly effective in this strategy as they boost your website traffic by up to 300%!</p><h4><b>4. Add Metadata</b></h4><p>It might sound like we&#39;re getting technical now, but don&#39;t worry this is easily explained. Metadata is the text that search engines read in order to understand your site. It includes:</p><ul><li><p><b>Meta titles</b> These are the main blue headlines you see listed on Google.</p></li><li><p><b>Meta descriptions</b> This is the short summary directly below the title.</p></li></ul><p>For example, if you run a bakery in Manchester, your meta title could be: &#39;Manchester Bakery | Fresh Cakes, Pastries &amp; Breads Delivered Daily.&#39; Be sure to include your primary keyword in both the title and description.</p><h4><b>5. Use Internal and External Links</b></h4><p>Links are a simple yet effective way to optimise your website and really easy to add.</p><ul><li><p><b>Internal links </b>These are links that you add to your site, connecting pages on your site. This helps visitors navigate while improving your site’s structure. For example, you can link your services page or online shop to relevant blog posts, so when your audience has finished reading an article, they can continue their journey, exploring what you offer. </p></li><li><p><b>External links </b>These are links that you also add to your site, taking your audience directly to other sites that you feel are relevant in some way. You will have seen a few on this article! This is helpful for users, particularly if you link to high-quality sources, it signals credibility to search engines.</p></li><li><p><b>Backlinks</b> These are links from other websites to yours and are also very valuable. You can ask suppliers or partners to link to your site, and consider even guest posting on relevant blogs to build your backlink profile. Again, this signals credibility to search engines.</p></li></ul><h4><b>6. Collect Reviews</b></h4><p>Reviews boost your credibility and can actually improve your rankings too. So be sure to enable reviews on platforms like your Google Business Profile. I also always advise engaging with your audience by responding to their feedback, even if it is a simple ‘thank you’, you are engaging with your audience. This is an opportunity to ensure they remember your brand!</p><h3><b>The Key to SEO Success</b></h3><p>SEO can feel overwhelming, but remember, it’s a marathon, not a sprint. Start with small, manageable steps, and focus on one improvement at a time. Over time, these changes will help your site climb the rankings, attract more visitors, and grow your business.</p><p>With a little patience and persistence, you’ll find that SEO is one of the most valuable tools in your marketing arsenal. Give it a try and watch your business flourish! engine optimisation was probably the last marketing strategy I wanted to explore. It seemed overly complicated, stressful and not something I felt I qualified to do. But when I discovered that most of my articles were barely making it to the second page on google, I realised I needed to bite the bullet and get to grips with SEO! I was pleasantly surprised to discover how much I could do to improve my position on google. Using simple steps, I was not only able to increase my sites ranking, but reach the top for relevant search terms! </p><p>So, this guide is designed to help anyone, who like me, may be avoiding SEO, optimise your website using beginner friendly tips, so you can get your business found on Google.</p><h3>Be aware</h3><p>Not every business or blogger uses approved techniques of Search Engine Optimisation. Some techniques involve deceiving users and manipulating indexes (search engine spamming). It is important that you follow approved methods.</p><p></p>

Photo by <a href="https://unsplash.com/@growtika?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Growtika</a> on <a href="https://unsplash.com/photos/a-white-robot-holding-a-magnifying-glass-g5kpSCf3dOs?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>
      

growtika-g5kpSCf3dOs-unsplash

Understand why customers can't find your business when searching online and discover how to fix it.

Search Engine Optimisation

Easy SEO Techniques To Get Your Business Found on Google

Searching from <a href="https://undraw.co/illustrations">Undraw<a>

Searching

<p>Imagine scrolling through your feed when you stumble upon an ad. Within seconds, it grabs your attention, makes you smile, laugh, or perhaps it pulls at your heartstrings. By the time it’s over, you’re not just aware of the brand, you feel a connection towards it. That’s the magic of emotional marketing. It isn’t just a clever marketing tactic; it’s an experience. And when done right, it can transform your casual viewers into loyal fans. Let’s dive into how you can harness this powerful tool. </p><h2>What is Emotional Marketing?</h2><p>It’s all about tapping into feelings to create an instant connection between a brand and its audience. Emotional marketing isn’t just about what the brand says, but how it makes you feel. And guess what? People don’t always remember the exact words in an ad, but they&#39;ll always remember how it made them feel.</p><p>Think about the last time you shared an ad or a post. Did you share it just because you liked the brands logo? Probably not. But what about that one ad that made you cry? Or the hilarious reel you just <i>had</i> to share? That’s emotional marketing working its magic.</p><h2>Why Does It Work So Well?</h2><p>Because feelings are deeply personal, they have a powerful impact on our decisions. When something makes you laugh, cry, or get goosebumps, it leaves an impression. That emotional response becomes a memory, and that memory forms a bridge between you and the brand. This connection is what builds loyalty. Just like you keep returning to your favourite comfort food because it makes you feel good.</p><p>Emotions are a secret weapon in marketing. Whether it’s excitement about a new product, nostalgia for the good old days, or a little bit of FOMO (fear of missing out), emotions influence decisions far more than we realise. We like to think we’re rational, but feelings often run the show.</p><p>This is why emotional marketing is so effective: people remember how a brand makes them feel, not the bullet points on a brochure. Emotions create lasting memories, memories build strong connections, and connections breed unwavering loyalty.</p><h2>Is Emotional Marketing Ethical? </h2><p>You may feel that emotional marketing crosses the line in terms of ethics. The line between influencing and manipulating can indeed be blurred, especially when emotions like fear or guilt are exploited. For-profit brands targeting vulnerable groups or using sensitive topics for financial gain cross is deeply unethical.</p><p>The good news? You don’t need to manipulate to succeed. Brands that evoke positive emotions like happiness, inspiration, or connection, build trust and long-term loyalty. Stick to authenticity and positivity, and your emotional marketing will remain both effective and ethical.</p><h2>How To Create An Emotional Marketing Strategy</h2><p>So you&#39;ve decided emotional marketing is right for your business! Wise move. There are just a few key decisions you must make in order to implement this strategy.</p><h3>1. Choose an Emotion</h3><p>When making decisions about your marketing piece or campaign, choose the emotion you want to evoke first. You must choose an emotion that is both relevant to your business goals and caters towards the customers needs. Typically for-profit brands aim for a positive emotion, however, you will find that non-profit organisations usually aim to shock their audience or instill feelings of sadness to encourage consumers to donate to a cause or support their mission. Again, it is highly contextual. If you are trying to make a sale, happiness, joy or even curiosity would be appropriate emotions. </p><h3>2. Choose a Marketing Technique </h3><p>Once you have chosen a suitable emotion for your marketing piece, you must select marketing techniques that will help you evoke this emotion. Here are some effective marketing techniques.</p><h4>Storytelling</h4><p>This is an effective way of evoking an emotion as it can take your customers on a journey. If you are a new business, the best story you can start with is your own! Every business has a unique story for how it began and why it exists, so this is a great place to start! If you want your audience to feel inspired, tell your audience about how your mission came about and the challenges you’ve faced. Or perhaps you want to make them feel warm inside, so tell them how your passion developed. </p><h4>Video Marketing </h4><p>This technique is also very effective as it uses more than one sensory cue. It is an opportunity to evoke an emotion through both sound and visuals, enhancing the emotional effect of the message and helping it to become memorable. A memorable message is more likely to be shared by your customers with friends and family.</p><h4>Showcase Reviews </h4><p>Once your customer has used your product or service, it is important to encourage them to leave a review, so they can be displayed on your site or social media profiles (do not include personal information!) Positive comments can help to validate new customers feelings when they see that others were also happy with your product. </p><h4>Build a Community</h4><p>This is a very powerful technique in terms of evoking emotions. Enabling customers to come together and be a part of something has proven to be highly successful, as people enjoy connecting with others just like them. Here, you can provide customers with so much more than just a product! </p><h4>Be authentic</h4><p>Finally, every brand should opt to be its authentic self. By making everything about your brand authentic, it makes it real. There is nothing more heart-warming and admirable than a true and genuine brand. Authenticity also allows a brand to showcase what is unique about them, which can inspire customers and help them to remember the brand! </p><h3>3. Implement Your Strategy</h3><p>With your emotion and techniques in place, it’s time to launch. Ensure consistency across all touch points, from ads and social media to emails and packaging. Every interaction should reinforce the emotional connection. </p><h3><b>Emotional Marketing Techniques</b></h3><p>Here’s a deeper dive into the techniques that can make your emotional marketing strategy soar:</p><p><b>Use Humor - </b>A clever meme or funny ad can make your audience laugh and associate your brand with positivity.</p><p><b>Create Nostalgia -</b> Bring back fond memories with retro visuals or references to simpler times.</p><p><b>Inspire - </b>Share stories of triumph or innovation that motivate your audience. </p><p><b>Foster Belonging - </b>Highlight shared values or interests to make your audience feel part of a tribe.</p><h3><b>In Conclusion</b></h3><p>Emotional marketing is more than a trend; it’s a bridge that connects brands with their audiences on a deeper level. It’s not about selling products but about creating experiences that leave a lasting impact.</p><p>So, think about the emotions you want to evoke, and design your strategy around them. Whether it’s a laugh, a tear, or a sense of wonder, those moments are what your audience will remember, and why they’ll come back for more.</p><p></p>

Photo by <a href="https://unsplash.com/@virginiaberbece?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Virginia Berbece</a> on <a href="https://unsplash.com/photos/a-close-up-of-a-person-near-a-plant-GCmqm5q4AgY?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>

virginia-berbece-GCmqm5q4AgY-unsplash

When you get hit with a marketing message that pulls at your emotions, it sticks. Whether it’s a funny billboard, a tear-jerking video, or a ridiculously cute Instagram post, there’s a reason behind it and that reason is emotional marketing.

Emotional Marketing

How Your Small Business Can Use Emotions to Improve Marketing

undraw smiley-face ue83

<p>The world of digital marketing is a pretty crowded place. You&#39;ve got Instagram, Twitter (X), LinkedIn, Facebook, TikTok, and Pinterest (for those of us still making our dream vision boards). With so many platforms to choose from, how do you know which one to show up on every day?</p><h2><b>The Problem with Being Everywhere</b></h2><p>Time and time again, I’ve seen startups signing up for every platform they can and proudly listing 8 or 9 social media icons on their website. While I always stress the importance of brand awareness, this approach often backfires. Managing too many accounts with limited resources results in poor-quality, inconsistent content. This is damaging your brand rather than building it. For small businesses, the best strategy is to focus on quality over quantity. Limit yourself to a maximum of three social media platforms that you can consistently show up on. </p><p>But how do you decide which ones are right for your business?</p><h2><b>Choosing Your Social Media Platforms</b></h2><p>Each social media platform has its own purpose, unique features, and audience. This means not every platform will be used by your audience and not every platform will suit your business goals. Think of social media platforms like different parties. If you’re looking for a rave, you wouldn’t show up at a tea party! Let’s explore the popular platforms:</p><h3><b>Instagram</b></h3><ul><li><p><b>Audience size </b>2 billion</p></li><li><p><b>Users</b> Relaxed audience drawn to inspirational, emotional, or visually appealing posts.</p></li><li><p><b>Best for </b>Highly visual, entertaining, and snappy content like stunning images, Reels, and Insta Stories.</p></li><li><p><b>When to use</b> If your business thrives on aesthetics or you can create visually appealing content. If you’re an insurance provider, this probably isn’t your ideal platform unless you can find an entertaining way of communicating with your audience.</p></li></ul><h3><b>LinkedIn</b></h3><ul><li><p><b>Audience size</b> 830 million</p></li><li><p><b>Best for</b> Networking, B2B marketing, and thought leadership.</p></li><li><p><b>When to use</b> If your looking to provide educational insights or business-related content. Keep your posts polished and packed with value.</p></li></ul><h3><b>TikTok</b></h3><ul><li><p><b>Audience size</b> Over 1 billion</p></li><li><p><b>Best for</b> Behind-the-scenes, fun, and genuine short-form videos.</p></li><li><p><b>When to use</b> If your brand has a fun and approachable vibe, and you’re ready to create quick, engaging content to connect with a playful audience.</p></li></ul><h3><b>Pinterest</b></h3><ul><li><p><b>Audience size</b> 500 million</p></li><li><p><b>Best for</b> Inspirational and visual content like mood boards or blog post covers.</p></li><li><p><b>When to use</b> If your business is visual (e.g., photography, design) or you have a blog you want to drive traffic to.</p></li></ul><p>By understanding the vibe of each platform, you can choose the ones that best align with your business goals and audience.</p><h2>How to Perform Well on Social Media</h2><p>Once you have chosen 2-3 social media platforms that both aligns with your business and you&#39;re able to reach your audience through them, its time to explore how to perform well on them.  </p><h3>Consistency </h3><p>The first and most important lesson is consistency. A content planner and calendar are essential tools for achieving consistency. By planning your content in advance, you ensure regular posting. You can also strategically map out the types of content that perform best on each platform, keeping your feed fresh and engaging. When you understand what your audiences content preferences are and consistently deliver content tailored to those preferences, you can build trust with your audience. This approach keeps followers coming back for more and helps you grow your brand with confidence.</p><p>Another way to achieve consistency is through your branding. You should design or use a social media posting template that uses your branding, and use this consistently with only slight variations. This will help your audience to become familiar with your content. Then you should produce a posting schedule to ensure content is produced regularly each week so it can be expected by your audience. </p><h3>Algorithms</h3><p>Social media platforms use algorithms to determine which content gets seen, and understanding how they work is essential for success. These algorithms favour accounts that post regularly, engage their audience, and tailor content specifically for the platform. For example, Instagram prioritises visually stunning, high-quality posts that drive strong engagement, while TikTok rewards short, snappy videos that keep users watching. On LinkedIn, structured, polished posts that spark meaningful conversations are most likely to thrive. By aligning your content with these preferences, you can increase visibility and make the most of each platform! </p><h3><b>Maximising Engagement</b></h3><p>Social media is a two-way street. Respond to comments, answer messages, and participate in conversations. This not only builds relationships with your audience but also signals to algorithms that your content is engaging and worth showing to others. You could share an opinion on an article posted on Linkedin, you could write supportive comments on posts that show struggle, you can even &#39;like&#39; and &#39;share&#39; competitors content to demonstrate good business!</p><h3><b>Optimise for Searchability</b></h3><p>Every post needs a caption, but so often this is underrated. A caption for your post should be simple and easy to read, but most importantly, optimised. The words you use here should be chosen carefully as they are fundamental to your reach. Find out what keywords your audience are using when searching for content and incorporate these into the caption. Many social media platforms provide data on your audience that should not be overlooked, for example; Pinterest has an &#39;Explore tab&#39; providing insight into popular topics and keywords. Twitter provides an analytics platform specifically to help you leverage keywords.</p><h3>Conclusion</h3><p>Navigating the crowded world of digital marketing can be stressful and feel overwhelming, but with the right strategy, your small businesse can thrive on social media. There are just a few important things to remember; instead of spreading yourself thin across every platform, focus on 2-3 platforms that align with your business goals and where your audience is most active. By understanding each platform’s unique strengths and tailoring your content to suit its vibe, you’ll set yourself up for success. Consistency is your superpower so use a content planner, stick to a posting schedule, and maintain cohesive branding to build trust with your audience. Pair this with a solid understanding of social media algorithms, active engagement with followers, and optimised captions that boost searchability. When done right, these strategies will help your brand stand out, increase visibility, and create lasting connections with your audience. Remember, quality trumps quantity, and showing up thoughtfully where it matters most will always outperform trying to be everywhere at once. Take it step by step, and your social media presence will become a powerful tool for growing your business.</p><p></p><p>
</p>

Photo by <a href="https://unsplash.com/@maria_shalabaieva?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Mariia Shalabaieva</a> on <a href="https://unsplash.com/photos/a-group-of-different-social-media-logos-HBkpnDVc_Ic?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>
      

mariia-shalabaieva-HBkpnDVc Ic-unsplash

Every social media platform has its very own purpose, its own unique selling points and most importantly its own audience. This article will help you identify the most suitable social media platform(s) for your business.

Social Media Platforms

How to Choose the Right Social Media Platforms for Your Business

undraw social-girl gytt

<p>When starting a small business, many entrepreneurs focus on product development, marketing, and revenue generation but often overlook one essential tool: a business planner.</p><h2><b>1. What is a business planner?</b></h2><p>A business planner is not just for jotting down ideas, it is in fact a vital strategic tool or document designed to help entrepreneurs organise and manage all their business activities. It includes many sections that covers the following; setting your business goals, planning daily tasks, tracking finances, and forming your marketing strategy. For online businesses, a planner enables you to outline your content strategy, track your sales, and monitor overall progress.</p><p>It can either be in digital or physical format, tailored to your specific business needs. There are many digital planners available online that can be downloaded and printed. </p><h2><b>2. How do I use a business planner?</b></h2><p>Business planners vary in terms of what they include and the order in which you are prompted to input information. However here is how you will typically use your planner.</p><h3><b>Explain the problem</b></h3><p>Usually you will start with exploring the problem your business is looking to solve and fully explaining the solution your business provides. Outlining this ensure it makes sense. When its just in your head, its easy to miss important details.</p><h3><b>Set your goals</b></h3><p>You will then be prompted to set your business goals. Ideally you will present these as SMART goals (Specific, Measurable, Achievable, Realistic and Time-Bound) This will increase your chances of actually meeting your goals. Be sure to include short-term and long-term goals here. Whether it’s launching a new product, growing your email list, or improving customer retention, you can break down these larger goals into actionable steps.</p><h3><b>Decide on branding</b></h3><p>A good business planner will enable you to input details on colour palette, fonts and your logo. This is your visual branding. You will want to check the colours you choose with accessibility guidelines. Certain shades will not work well together and can be difficult to see for those with disabilities. So be sure to check this.</p><h3><b>Analyse your customer</b></h3><p>This is an essential stage in the business planner. A customer analysis will enable you to take all your customer research and present it in an easy to read diagram or table. A customer analysis should consider areas such as; demographics, geographics and perhaps psychographics. Without this valuable information, your will have no idea as to how to appeal to your audience and meet their needs. This information will also provide direction for all your content. </p><p>Some planners will enable you to produce a customer persona profile. This will help you to visualise your ideal customer and input every detail about them. You will then be able to understand their pain points, and how to market your product to them.</p><h3><b>Develop a marketing strategy.</b></h3><p>Successful marketing requires consistent planning and execution. With a business planner, you can outline your social media content, email campaigns, and advertising strategies. Whether you post on Instagram, Pinterest, or run Facebook ads, a planner helps you create a content calendar, plan launches, and keep track of campaign performance.</p><p>It also gives you a bird’s eye view of upcoming promotions, product launches, and sales events, ensuring that all your marketing efforts are cohesive and well-timed.</p><h3><b>Track your finances</b></h3><p>Managing cash flow and expenses is vital to any business, and an online business is no different. Many business planners come with sections dedicated to financial planning, helping you track income, expenses, and profits. This visibility into your finances helps avoid surprises, such as unexpected costs or slow months.</p><p>A planner can also assist with financial forecasting and budgeting, giving you a better understanding of how to allocate funds and when to invest in growth.</p><h3><b>Identify opportunities</b></h3><p>One of the major benefits of using a business planner is its flexibility. While it offers structure, it also allows room for adjustments. Businesses grow and change, and so do their needs. As new opportunities arise or challenges emerge, your planner enables you to adapt your strategy.</p><p>Whether you&#39;re shifting focus due to a change in market trends or reevaluating a product line, a business planner offers the ability to reassess and realign your priorities without losing sight of your bigger picture goals.</p><h2><b>3. Where can I get a business planner?</b></h2><p>You can find business planners in a variety of places, both online and in stores. Here are some popular options:</p><ol><li><p><a href="http://amazon.com"><b>Amazon</b></a> – They offer a wide range of both physical and digital business planners tailored to different needs.</p></li><li><p><b>Stationery Stores</b> – Brands like <a href="https://www.staples.com/">Staples</a>, or local bookstores often carry business planners.</p></li><li><p><a href="https://www.canva.com/"><b>Canva</b></a> – For fully customisable and editable digital planner templates.</p></li><li><p><b>Love Marketing</b> - Yes we do an online business planner! It is filled with prompts and suggestions to keep you on track and get you thinking! It is fully customisable on canva, you can <a href="https://www.etsy.com/uk/listing/1784857668/guided-digital-business-planner-workbook">purchase it on Etsy</a></p></li></ol><h2><b>Conclusion</b></h2><p>Starting a business is exciting but can be overwhelming without proper planning. A business planner acts as your roadmap, guiding you from ideation to execution, all while keeping you focused on your goals. From organising daily tasks to tracking finances and developing marketing strategies, a planner is an indispensable tool for online entrepreneurs. By investing time in creating a well-thought-out business plan, you set your business up for long-term success. Having a well-thought-out plan for each day, week, and month enables you to prioritise activities that drive your business forward. </p><p>
</p>

Photo by <a href="https://unsplash.com/@towfiqu999999?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Towfiqu barbhuiya</a> on <a href="https://unsplash.com/photos/white-and-pink-analog-alarm-clock-jOeh3Lv88xA?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash">Unsplash</a>
      

towfiqu-barbhuiya-jOeh3Lv88xA-unsplash

When starting an online business, many entrepreneurs focus on product development, marketing, and revenue generation but often overlook one essential tool: a business planner.

Posts

How Brand Storytelling Can Transform Your Business

How to Make Your Brand Stand Out in a Crowded Market

Easy SEO Techniques To Get Your Business Found on Google

How Your Small Business Can Use Emotions to Improve Marketing

How to Choose the Right Social Media Platforms for Your Business

A Guide To Using a Business Planner for Your Online Business