Part of our role in developing marketing strategies for our incredible clients is empowering them with the options that are available to them, helping them to prioritize and being there so they can shift and adapt as their companies grow, competition changes and markets change.
The only constant with marketing is change.
The only way to stay relevant with your marketing is to stop thinking “marketing” and start focusing on education.
Marketing, at its core, is the business of people and how people share information. The true academic meaning of marketing is “maximizing exchanges.”
While we do want to maximize exchanges in the form of contact form submissions, sales, email list signups, blog subscribers and the like, our team finds the term “exchanges” a bit too transactional and we instead like to think of marketing as “maximizing relationships.”
Successful marketing comes from the ability to attract and engage an ideal audience. Finding the best way to relay your message can be challenging but only because there is no one-stop-shop scientific solution to engage your consumers.
When we educate as the “north star” to guide our marketing, we must understand that learners learn differently. In this post, I wanted to equip you with a toolbox of resources that not only suit your strengths to share information but provide enough breadth to share your company’s critical information to appeal to your ideal audience.
Consider pedagogy – or the methodology of teaching – that applies sensory-based learning styles to help educators deliver instruction to children. Andragogy – the method and practice of teaching adult learners – introduces a similar tactic, utilizing preferred learning styles.
As adults, we are much more aware of how we perceive information, and this metacognition often directs us to seek out information from the path of least resistance. For example, research shows that about 65% of adults are visual learners, meaning they can retain information much easier when they can see it. Since it is easier for them to process information visually, they will be more willing to engage when information is presented in a visual manner. Utilizing visual information-sharing platforms like Instagram and YouTube is essential to reach this large portion of the population. Constructing a well-built website with videos, visual cues in presentations, and thoughtful branding are equally important visual aids.
Andragogy can be broken into additional disciplines of sensory-based information processing:
Auditory/Oratory
About 30% of the population prefers engaging with information through auditory or oratory methods. These individuals will gain the most from learning from hearing – talks, videos, speeches, conversations, and networking events. There can be a crossover between visual and auditory learning methods as technology advances continue to blend the lines of communication.
Kinesthetic/Tactile
A Kinesthetic or tactile learner appreciates a physical element that they can take with them such as a pamphlet, flyer, or business card. They may place importance on handshakes and appearance or prefer meeting in person rather than by phone or Zoom.
Solitary
A small number of individuals prefer to learn independently through reading or engaging with information on their own rather than being a part of an event, conversation, or being ‘talked at.’ Offering quality information that will answer questions in a thorough manner is essential for offering solitary education.
Most people – children, and adults – learn using overlapping learning styles.
Simply because a person trusts one method of learning, doesn’t mean they are not gaining information from other methods.
As you develop marketing and branding strategies, stay focused on the people you are aiming to attract and educate them via diverse marketing assets.
Want to talk with us? We invite you to reach out to us for a complimentary discussion!