Many business owners feel an extra incentive to advertise their products and services at the beginning of the new year, and many more have made a moment of “back to school” beginning in August. However, recent research indicates that merely focusing on mothers and fathers of the back-to-school crowd is a missed opportunity for marketers. Instead, the fall also serves as a time of health, positivity, and refreshed routines. The experts at MarketingTech call this phenomenon “back to life.”
Back to Life: Another Beginning
The “new” new year is a groundbreaking opportunity for marketers. Statistical data from Pinterest indicates that those who set long-term goals in the late summer follow through with major purchases in the fall. These trends extend to consumers in Japan, the United States, Germany, the United Kingdom, and France, confirming that Back to Life is a universal phenomenon.
When polled about their mindsets at the conclusion of summer, over half of adult respondents state that they are seeking ways to maintain their summer positivity throughout the seasons ahead. 45% of British respondents feel more inclined to make several small improvements that will increase their happiness at the end of the season. The same percentage would like to declutter and reorganize, while a smaller amount feel they would benefit from starting new routines.
How Brands Play a Role
During Back to Life, brands have a unique chance to positively impact the lives of consumers. They’re able to contribute to healthy habits and encourage personal transformation. If your company provides services with the potential to renew one’s verve for life, this is the optimal time to begin your messaging.
Industries that may particularly benefit from the Back to Life include addiction treatment and recovery, healthcare, fitness, and lifestyle brands. If you offer a good or service that could assist someone with their new start – whether in household organization, health, or self-improvement – this is a prime opportunity to begin motivating your audience to affect positive change.
One way that your company can participate in the movement of the “new” new year is to begin offering motivational content. This is a successful strategy utilized by many brands looking to resonate with change-centered customers, and it works for several reasons.
First, beneficial content that adds value to your customers’ lives will bring them in. This honest offering doesn’t require cold calling or sales-forward advertising; instead, it’s more likely that your audience will decide to repeatedly engage with your content over and over again. The reason for this, according to Forbes, is simple: “motivation is something anyone can agree with, and as such, holds a valued place regardless of what your company is selling.”
Secondly, motivation is tied to the Self Discrepancy Theory: our sense of self-belief is tied to a relationship between emotion and motivation. Because people sometimes have difficulty believing in themselves, it is beneficial to offer marketing messages and content that inspires your audience.Finally, this approach encourages your customers to share and engage. They may comment with their personal stories and develop an affinity for the brand based on the positive messages you are distributing each day. When this occurs, you have developed a relationship with potential clients, making them more likely to reach out and learn more about your products and services.
Back to Life: Content Marketing for Fall Success
Now that we know there is a Back to School equivalent for adults, there is no reason for business owners to overlook the importance of Back to Life. Consider revamping your social media presence for the beginning of this new season by incorporating messages of motivation that could benefit your audience. With just a little content strategy, you can take advantage of the “new” new year.
Webconsuls is a digital marketing agency based in Nashville, TN.