Why Your Digital Marketing Strategy Needs To Be About More Than Your Products
Digital marketing isn’t just about selling: it’s about storytelling. In our recent Level-Up Your Digital Marketing masterclass with expert Abiola Babarinde, she explained why people buy into stories, values, and lifestyle - so if you want your audience to resonate with you strongly, your strategy should be about more than your products.
Here’s how to expand your digital content beyond your products to create those meaningful customer connections.
Say no to the product photo
Product photos don’t belong on your social media feed, says Abiola. “It works really well for your website, because people need to see what they're buying,” she says, “but in terms of engaging an audience and being remembered after people turn off their laptops or turn off their phones or log off for the day, this is not really going to help.”
Abiola uses Red Bull as an example of thrilling, dynamic content. Their social media feed is more than images of drinks cans: it’s filled with high-energy, adventurous posts of skydivers, surfers, and extreme sports enthusiasts, an approach that aligns with their brand message of pushing limits. The product itself becomes part of the story, rather than the story itself.
While most small businesses don’t have Red Bull’s budget, remember that people resonate with content that arouses their emotions and makes them feel something - which a product photo against a white background likely won’t do. Think about your audience’s desires, needs, or aspirations, and how you can share updates that align with them.
Create a recurring series
One way to step outside the product-focused box is to create a content series. A recurring format gives your audience something to look forward to and helps build familiarity with your brand. For instance, a wellness brand might create a ‘Wellness Wednesdays’ series with weekly tips, while a creative business could feature ‘Maker Mondays’ to highlight stories about the artisans behind their products.
Abiola points out that platforms like Tik Tok present so much content to their users in a short period of time that it becomes impossible to recall the creator you watched five minutes ago. But you can build familiarity by sticking to one format, or repeating a hashtag or catchphrase. “If you have someone who is giving you the same format of content every single time, it's easier to remember,” says Abiola.
A regular series also makes content creation more manageable by reducing the need to constantly generate new ideas. This ‘low-effort, high-impact’ strategy allows you to focus on quality and consistency, which are essential for building brand recognition.
Spark conversations
Engaging content often inspires dialogue. Consider your brand’s mission and values: what topics align with your audience’s interests? For example, a brand centred on sustainability might post content that encourages discussions about eco-friendly lifestyles or reducing waste. Inspire conversation with posts that foster a sense of community and shared values, making your audience more likely to engage and remember your brand.
Focus on storytelling
Instead of showcasing a product in isolation, create content that integrates your product into a broader narrative. Highlight how it fits into your customers’ lives or helps them achieve their goals. Stories are powerful tools for creating emotional connections, and they’re far more engaging than static images or product descriptions.
Making it work for your brand
You don’t have to be a big brand with a massive budget to expand your marketing. Start small: think about your audience, your brand’s mission, and what kind of content will help connect the two. Whether it’s a behind-the-scenes look, inspiring stories, or practical tips, the goal is to give people a reason to engage with your brand beyond the product.
By focusing on the bigger picture, you’ll build deeper connections, stand out in a crowded market, and create a loyal audience that supports your business for the long haul.
