Looking to Connect With Your Customers? Give Gratitude a Try.

Marketers are responsible for a lot – from understanding the customer experience to prioritizing channel strategies to embodying persuasion with tact, there is no shortage of jobs to be done. However, in a field that is so often focused on convincing customers of a good or service value, how often do marketers get to work with gratitude? According to one compelling perspective, gratitude in marketing is a way of reminding both the marketer and the customer that we’re all people at the end of the day. The human side of the business is a complement to data, launches, and revenue – and is of equal importance. 

So how does a marketer convey gratitude? In the case of influencer marketing, it’s all about showing genuine appreciation for the style and personality an individual brings to your brand. After all, they’re essentially humanizing your offering. By recognizing what an influencer brings to the table, you’re more likely to cultivate positive, lasting relationships. Another interesting approach is to “give back” with excess product or use strategic runway for social good. For example, when a family of Christmas wreath makers had a surplus of stock, they took 5,000 leftover wreaths to Arlington National Cemetery. This practice became a tradition, and several years in, the company founded a nonprofit organization dedicated to delivering wreaths to communities they want to honor. The gesture has skyrocketed their exposure and has cultivated priceless goodwill among their growing customer base. 

Gratitude is not a predictable model with an assured ROI, but is well worth considering for brands looking to shift the narrative around what they do and the meaning they carry for their customers. If you’re a small business looking for ways to bring the energy of the holidays into your content marketing, get in touch with ASTRALCOM. Our expertise drives customer conversion through storytelling, digital strategy, and SEO services.