In the tumultuous landscape of an election year, where fear-mongering and negative content will dominate the digital space, a 2024 mindful marketing strategy that hinges on positivity will stand out from the crowd. Let’s explore how–no matter your industry–you can adjust your marketing voice and content to positively stand out from the competition and make even more meaningful connections with your customers.

Understanding 2024’s Marketing Landscape

The intensity of messaging will crescendo in 2024 due to the most contentious Presidential election in a lifetime. Consumers will be caught in the middle as both sides create doubt and fear, through leveraging cortisol-driven messaging.  Everything will be politicized, from wars to pandemics to the economy. 

Positive (see, dopamine-driven) marketing will be scarce as candidates and their propaganda machines try to position themselves as saviors.  

So, how can your marketing stand out? 

Let's explore how to lead with authentic positivity and create the content that delivers it best.

Finding Your Voice 

Return to Your Why

First and foremost, lead with authenticity. Forced positivity can be just as off-putting as a barrage of negativity–and customers will see right through it. So, how can you lead with positivity without seeming insincere? 

Your first step should be reacquainting yourself with your why. 

What are your core values? What is your mission? What does your work mean to you? And most importantly… What is the impact your product or service has on your customers? Authenticity attracts, and positive interactions will follow when you work with your why at the front of your mind.

Refocus on Your Customer

Once you have re-grounded yourself in your foundational “why”, it’s time to dive deeper into your customer’s “why”. Refining the target customer persona of your brand allows you to create messaging that will resonate with their lives. The more you know your audience the better you are able to craft a personalized message.

Who are the people you are excited to serve? Which customers have helped your business the most - received the most valuable experiences? Find the people whom your offerings can deeply impact. When you put yourself in your customers' shoes, you can organically meet them when and where they need you the most. 

Elevate Your Content

The best way for your content to stand out in the current messaging landscape where everyone is yelling at their audience, is to craft something meaningful. Counter the big, bold, simplistic, fear-mongering lines of messaging by taking extra time to see how you can make thoughtful connections with your audience. After all, if everyone around you is shouting, a quiet voice can speak volumes. 

So how can you forge positive connections?

  • Craft authentic stories that align with your brand values and resonate with your audience. Share behind-the-scenes glimpses of your company culture, spotlighting the areas where your why shines through.

  • Leverage your digital platforms to inspire your audience. Share success stories, motivational quotes, and uplifting content that resonates with your brand values. Showcasing your products or services' positive impact on real people can create a powerful emotional connection.

  • Be transparent about your business practices. Transparency goes hand-in-hand with authenticity and goes a long way in building trust. Customers' loyalty will grow When they trust that you want the best for them. Address challenges and setbacks with a positive outlook, emphasizing how your brand continuously works towards improvement. 

The Importance of Following-up

One way to follow up with your audience is by sending email / content threads. Your email list is a treasure chest, so treat it as such by providing value instead of being too salesy or promotional. Be helpful, interesting, and engaging to stand out with genuine sentiment. Dedicate thought from the beginning to the end, from the subject line to the CTA, so you capture their attention without using fear tactics or loud generic content.

Another way to harness the power of following up is to speak up. How often have you heard some company loudly advertise a competition or giveaway, never to tell you about the winner? Doesn't that damage trust? It could seem like an attention-grabbing publicity stunt. In any case, it certainly doesn't help to build faith in the company. 

If you host any kind of giveaway or competition, follow up with the results so your audience knows there's a benefit to getting involved. Even offer a consolation prize to those who participated. Show your audience that their interaction matters and that you want to keep the conversation going.

Imagery That Tells an Authentic Story

To differentiate yourself in a crowded market and avoid using fear-based tactics or sales strategies, it is crucial to focus on being genuine. Go the extra mile to create media content that isn't excessively polished or produced--consumers will see plenty of that in political ads or smear campaigns. 

  • Invest in fresh imagery specific to your brand, whether photos or videos. Election season means many outlets will be using stock imagery--so using your own visuals will help you stand out even more than before. 
    • Don’t be scared to use your phone! Build your content by encouraging your team (and possibly your customers) to take pictures from their point of view on their phones. 
  • Leverage the power of video to create emotional connections. Develop engaging video content that tells your brand story, introduces your team, and highlights the positive aspects of your business. Speak directly to the camera to show your customers you're reaching out to them.
    • Again… don’t be afraid to pull out your iPhone (or Android) and shoot a lo-pro video. Your audience is looking at lo-pro videos all day and has developed a trust in that production style. If you really want to step up your phone video game, download CapCut.

You'll see a payoff if you take the time to get more in touch with your product and your customers. If you notice yourself leaning on generic imagery, strap on your running shoes and flee in the opposite direction! 

In today’s aggressive digital marketing landscape, customers will be looking for a genuine connection that doesn't tell them what to think but shows why they should care. By embracing positivity, authenticity, and implementing these digital marketing strategies, your company can not only navigate the challenges of an election year but also emerge as a trusted, uplifting presence in the lives of your audience.