Roots to Results 19.0: Simply Put

Happy Indigenous Peoples Day and welcome back to another installment of Roots to Results, your favorite marketing newsletter for natural products and CPG brands.

In recent installments, we’ve explored creating social strategies, leveraging different platforms, implementing branded hashtags, and more. But, now, it’s time to churn out content for your brand’s online presence. Today, we’re looking into best practices for the language you’ll use across social media.

Let’s start by discussing the importance of simplicity in marketing language.?

A good best practice to keep in mind is avoiding industry insider jargon whenever possible. A recent study at the Ohio State University found that using jargon not only makes people less interested in a subject, but it makes them see the source as less trustworthy. So, simplify it! This is especially true for natural products brands who educate about the climate, wellness, or overall health as part of their mission.?

So, what does “simplify it” actually mean? Think about the solution your brand offers. What is the problem, and how does your product solve it? By starting from scratch and evaluating your process step-by-step, you can better understand how to break that down for your consumers.?

Simplifying your message also means streamlining your message. Every communication should serve its own purpose. Let each email, post, or video focus on one aspect of your mission. Often we try to “kill two birds with one stone” and when it comes to marketing, don’t!

As always, remember to use basic words, simple sentences, and clear structure. The simpler the better!

Next, learn how to speak the same language as your marketing audience, which is key for resonating with your consumers.?

To create your signature tone and feel, start by knowing who your consumer is and then get to know them even better. We recommend checking out Roots to Results 4.0 for more tips! Dig into demographic data and even create your own poll to understand your consumer and their lifestyles.

After you’ve created mini profiles of your typical audience, work to understand the problems that they have, the solutions they’re looking for, and where your brand or product fits into that equation.?

To tailor your message, research keywords using a tool like this one. It’s also important to research trending topics and here are 14 ways to do so. Once you understand what’s trending, you can weave in your message and mission. And always end with a call to action to continue promoting that message and mission.

Simply put, right? That’s all for today's installment of Roots to Results. Remember to subscribe, share, and join our natural products community of learners and growers!