3 Valuable Ways To Reach Mindful Customers

Does your business operate under a set of values? Maybe your business is dedicated to serving your community, helping the environment, or benefiting charities. Or maybe you just know you want to treat your employees well. Whatever your values are, you want to attract customers who hold the same values. So to reach mindful customers, you will need to market mindfully.

Now, if you’re new to the business world, you might be thinking, “Yeah, that would be nice, but really a customer is a customer. And I just need someone to buy something from me.”

To a point, that’s true. But if you want to grow your business, that’s not the case.

When customers’ values align with yours, it will be easier to build an emotional connection with them. This connection, when nurtured properly through email sequences and social media, can foster a healthy relationship. And that relationship will lead to returning customers.

And acquiring new clients is somewhere between five and twenty-five times more expensive than retaining existing customers.

So not only will it be more enjoyable to work with people who agree with you ethically and value-wise, but it will be easier and more affordable to build your business.

But you’re going to need to market to these mindful customers in a different way. They won’t fall for (or they will outright dislike) traditional marketing tactics.

Not to fear, though! There are ways you can stand apart.

#1 Avoid Sounding Salesy

Mindful customers want ethical marketing. They don’t want to feel like they are being sold to, because that has a really negative connotation.

The stereotypical salesman is a slimy, middle-aged white man who is willing to lie or stretch the truth to make more money.

That’s obviously not what every salesperson is like. There are ethical salespeople in the world. But this widespread stereotype is the norm.

And that’s not who your ideal client wants to work with.

Mindful people crave authenticity and relationships. They want to work with people who want to help them. So being overtly sold to is the last thing they want.

Instead of going straight for the sale, take the time to provide quality content and information. Focus on the relationship. In fact, you should avoid salesy posts and emails. If you focus on the long-term relationships, you may see fewer sales in the short-term, but unmetered growth in the long-run.

#2 Provide Consistent, Quality Content

Part of building this relationship with your mindful customers is providing them with consistent, quality content. This content should give them information while identifying their problems and pain points.

Here’s the kicker, though: you then need to then solve that pain.

If the solution is your product, it’s tempting to end every article or email, “Buy my product! It’ll solve all your problems!” But that’s the salesy tone you need to avoid.

Instead, offer other solutions and yours.

If you’re in the beauty industry and you’re trying to promote a mask for people with dry skin, you need to do a couple of things. 

First, identify your audience: people with dry skin. You should go more in-depth here. Are they male or female? How old are they? Are they new to skincare? How much are they willing to spend?

Second, identify their pain: they have dry skin. They’ve tried a number of products and home remedies but they aren’t working. Or are they brand new to fixing the problem?

Third, identify your solutions. Your product will be one. Perhaps you will give other non-product related solutions. Is their lifestyle causing their dry skin? Should they be using a different kind of make-up or avoiding certain products in their other skincare options? If your target market is lower-income (this may mean your product is cheaper), you may offer some DIY solutions, but also plug your product as an option.

By giving your reader honest advice and authentic content, you will gain their trust. And their regular traffic to your website or social media.

#3 Talk About How You’re Being Mindful

To reach your ideal mindful customers, you have to present yourself as a mindful business, but be careful to not look like you’re bragging.

Instead, be transparent. Have a Corporate Social Responsibility (CSR) page on your website to talk about your initiatives. If you offer products, make sure to include how they are produced responsibly. On your website, include a donation or help request form. On your social media platforms, feature people, businesses, or organizations you’re donating to or helping.

But be humble.

When you talk about where you are helping, speak directly to the organization or problem. Include only minor plugs to what you are doing. 

WRONG:

“We are so proud to be partnered with XYZ Organization, which cleans up beaches. The beach means so much to us, so we are donating $15,000 to their efforts. Giving back is super important to us, which is why we are choosing to donate money to various organizations this year. You can see more of our initiatives on our website.”

BETTER:

“XYZ Organization is dedicated to cleaning up the beaches of Southern California. In recent years, plastic on beaches has become a major issue. XYZ has made it their mission to remove 1 ton of plastic from the beach by the end of the year, which will save countless marine animals’ lives. As surfers and lovers of all things nature, we want to do our part. Which is why we are so honored to partner with XYZ and contribute to their cause. If you want to read more about how you can help and their mission, visit their website.”

Market Mindfully To Reach Mindful Customers

At the end of the day, you need to remember that you are aiming to reach mindful customers who think like you. They don’t think like traditional customers. They want something more.

So how would you like to be marketed to?

Think outside the box because your ideal customers are not in the box. They aren’t necessarily looking for the cheapest product or a fly-by company.

They want a relationship and to support a business they identify with. Causes are important to them. Giving back to the world, communities, and people really matter. 

And you show them your values and build that relationship through content.

If you want to talk about how your business could up your content marketing game, let me know. I’d love to help.