One of the most important objectives of a marketing campaign has nothing to do with selling your product or service.
Though those things are very important, it is also just as important to sell yourself as a company.
People want to know more about the people who work in your business and the values and ideals that you have.
They want to be able to look at you as an authority.
Providing a “behind-the-scenes” look into your product or service is one of the best ways to accomplish selling your product or service and yourself at the same time.
The Benefits of Behind-the-Scenes Marketing
One of the major benefits of this type of approach is that it enables you to showcase yourself as a true authority on a particular topic.
Sure, you can tell them that your product can do X, Y, and Z functions, but proving it to them by providing an unprecedented look into the design and development process, will add credibility to your statement and place you in an authoritative position.
One way of doing this is by simply shedding insight on your decision-making process to help them to not only see what your product does but why.A behind-the-scenes marketing approach helps establish an intimate, organic connection with your target audience .
Those connections then build brand loyalty.
You can also think about it from the perspective of the entertainment industry.
DVDs have hours of special features explaining how the scenes were shot, how the script was written, and even how that really cool special effect was pulled off.
This immediately makes a huge million dollar movie seem more intimate and more relatable.
It allows audiences to understand and appreciate the process and brings their experience to a whole new level.
Providing a similar look into your own company can have the same effect for you, too.
Showing Your True Self
Unless you’re sworn under secrecy of a new product launching, you can start producing a behind-the-scenes look right now.
Even if it’s something as simple as posting a blog post with sketches, drafts, and other materials from the beginning phases of a project.
You could also have employees talk about the work they’re doing every day and how even though they’re just one step in the process, they’re all contributing to a much larger whole.
This transparency helps to close that gap between business and customer and makes a customer feel like they’re truly a part of the process.
In combination with your other marketing techniques, you’ll start building an impressive amount of loyalty.
And to think it was built just from publicizing activities that were already happening behind closed doors anyway.
Not only does it help provide valuable information on the particular product or service that you’re selling, but it also helps build a strong, positive impression of your company.
You will no longer be seen as a faceless entity without personality, but instead as the living, breathing, hardworking business that you really are.
This will only strengthen the connection that you have with your target audience and create more meaningful interaction and engagement in the future.