While there are many successful companies out there with amazing marketing strategies, one would definitely stand out amongst the rest — Apple.
When we think of Apple, we think of sleek and functional products that seem indispensable to our daily lives. We use Apple products to enhance our lives and experiences, and not to mention their minimalistic yet beautiful packaging that gets many queuing up just to cop the latest piece of gadget despite the high prices.
But what makes Apple different from the rest? How were they able to transform regular and casual customers into brand ambassadors (who are unconscious about this). How were they able to gain an edge over competitors. Most importantly, how can you apply Apple’s marketing strategies to your social enterprise?
1. Reach consumer’s emotions with the right language
First, identify and understand your target audience — what are their wants and needs, likes and dislikes, how do they speak and think (create a customer profile if it’s easier!), and then tailor your website copy and customer service to them.
Apple is able to speak to their consumers in their language well, evident from their website copies by providing sufficient information without overwhelming and confusing consumers.
Taking it one step further, remember that you are not simply selling a product or service. You are also selling emotions that come with purchasing your item or engaging with your service.
You are creating experiences, something that improves the lives of your customers and by positioning your product or service to be more than that by connecting with them with emotions, you are able to market your product or service well enough to be sold while ensuring that people will keep coming back.
For example, the iPhone 11 Pro copy is simple, yet it seems persuasive enough to get people to purchase it:
Three short and simple sentences manage to convey what iPhone 11 Pro is all about to customers, and how customers can imagine how they will benefit from using the phone. Apple links their products’ functions to the lived experiences customers will get from using said products, which entices customers as they are able to envision themselves using it, making them desire for it.
2. Keep products simple
Simplicity is key. Use simple words and keep your copy concise so that your consumers will be able to understand what you are offering.
Just like the previous example, it’s clear that Apple’s website copy is simple yet conveys key information to consumers, making the product seem attractive.
Additionally, remember to keep content scannable on your website as many users tend to scan and glance through the page, only picking up keywords or phrases.
You’d want to keep them on your website so have a scannable layout, make your text concise with objective language and headings will be useful!
3. Focus on Unique Value Proposition (UVP)
Instead of focusing on a single feature of your product, Apple’s UVP is the entire product; the product has a beautiful design that works once you take it out of the simplistic packaging.
For instance, while some companies might market their laptops by focusing on one feature such as having the fastest processor, Apple markets their laptops to be efficient and user-friendly, highlighting the experience that one gets when using their product. In this way, consumers are more likely to pay for a laptop that they deem to be well-rounded rather than a laptop that has only one unique feature.
Similarly, do that for your own products and services. What is their UVP (it need not be the entire product)? Highlight and stress that on your website copy and remember to use concise, simple and clear language while selling the idea of an experience to your consumers to get them to stay on the page and then purchase.
There are so much more marketing strategies that you can use for your own social enterprises and if you are interested, email us socreate.sg@gmail.com to find out more about SoCreate’s services!
