4 ways to improve the well-being of your marketing

When was the last time you checked on the well-being of your marketing strategy?

While this is a hot topic internally at most companies, marketers have missed an opportunity to join the conversation and ensure that external messaging meets consumer needs as well.

A recent NIH study looked at how consumer behavior and people’s willingness to buy have changed during times of uncertainty. The data suggests that marketers take psychological factors into account to address the real needs and feelings of consumers.

And given that we know that marketing directly affects consumer behavior, improving your marketing well-being could also increase your audience. To help you do just that, and in honor of Mental Health Awareness Month, we’ve identified four ways below.

1. Develop your representation

One of the most critical areas for marketers to focus on is representation, both in your teams and in your marketing. According to Forbes CxO Growth Survey 2.0, CMOs have five critical marketing goals over the next 24 months. Two include building a more diverse marketing team and promoting diverse voices and perspectives in campaigns.

Representation in your ads is key (especially considering that 64% of customers took action after seeing an ad they considered diverse or inclusive). However, representation on your team – and the opportunities you provide them – is also imperative.

What may seem like standard advice is not necessarily standard practice. According to For(bes) The Culture’s Black and Brown in Corporate America survey, 63% of black and brown professionals say they haven’t had the same opportunities as their white peers.

Without authentic representation, marketers risk losing customers, employees, or both.

2. Consider affirmative marketing

For years, marketing has tended to be ambitious and show consumers what they could be. Still, empowering your consumer for who they are today might be a better strategy. Just look at Aerie, which was one of the first brands to ditch supermodels and show everyday people in their campaigns. Even Schick, a men’s razor brand, recently turned to affirmative marketing to celebrate the individuality of its customers.

Affirming your customer and embracing authenticity can help you connect with your consumers, as well as build brand resonance and trust. Going back to the NIH study mentioned earlier, consider your consumers’ pain points and their needs, but in the context of who they are and where they are in today’s world. From there, focus less on displaying your consumer’s desires and more on affirming your consumer.

3. Lead with (valuable) feedback

According to Forbes research, more than half of CMOs (57%) agree that compassionate and empathetic marketing campaigns resonate more with consumers than campaigns that focus on highlighting product or service features. Yet there is a disconnect on how to do it.

In the same survey, when asked what they think consumers value most when buying a product or service, more than half (58%) of CMOs emphasized quality. By comparison, less than a quarter (24%) said the sense of community they associate with the brand or product.

Even more interesting? Only 8% of CMOs highlighted the full set of consumer personal values ​​that align with the brand they are buying from. To bridge that disconnect, consider seeking data and feedback from your customers about what they want and value, and then let that data drive your marketing.

You can also get feedback from your teams, as only 29% of CEOs say they regularly seek employee feedback on what works and what doesn’t and act on it. After all, your employees are also consumers. (See our Storyteller Spotlight below to see how leaders use empathy to build high-performing teams.)

4. Audit the well-being of your teams

Employee well-being can drive everything from productivity to creativity to employee engagement, which is critical given that 35% of CxOs agree that employee engagement is an integral part of measuring success of digital transformation initiatives.

The good news? When asked what steps CHROs were taking in response to labor shortages and record high worker departures, 42% said they were finding ways to reduce employee stress and anxiety and 33% reported offering more competitive benefits (e.g. health care, time off).

Fortunately, the rest of the C-suite also agrees: 43% of CxOs said improving employee mental health and overall wellbeing was a top priority. But is your current wellness strategy serving your marketing team? Consider checking in, as one in four CHROs believe their organization’s biggest talent gap will be in marketing and sales next year.

And if you need help revamping your wellness strategy, follow these tips from SAP.

Bonus Tip: Align Your Compensation

Show your commitment to building a wellness-focused team by tying executive compensation to a higher agenda. According to our data, 64% of CHROs agree that organizations should tie executive compensation to meeting DE&I and environmental sustainability commitments.

Read also: 4 Ways to Build Trust and Foster Inclusiveness by Realigning Your Marketing Budget

Storyteller Spotlight

Atlassian and Forrester surveyed more than 750 IT and engineering leaders and found that while most respondents recognized the importance of collaboration to business performance, only 35% considered it a top priority.

As a leading provider of team collaboration and productivity software, Atlassian wanted to impress upon business leaders that an open collaboration model, a leadership strategy that puts the employee experience first, is a way to smart to improve teamwork.

They turned to Forbes to create and distribute engaging content to C-suite leaders so leaders can see the power and potential of open collaboration.

Atlassian and Forbes launched a Premium Post on how to foster open collaboration to help teams thrive. Atlassian’s research served as the backbone, and animated illustrations helped present key findings in a way that tied them closely to the topic.

Add to that a strategic distribution strategy, and the Premium Post has succeeded in engaging high profile readers around the world with data-driven storytelling.

See for yourself: Atlassian Open Collaboration Model

Top 6 must reads

  1. Meet America’s Best Diversity Employers in 2022
  2. How Leaders Use Empathy to Inspire High Performing Teams
  3. Discover the health care possibilities in the metaverse
  4. What is healthy growth and how can your business achieve it?
  5. How to Beat Overload and Relax More, According to a Health Coach
  6. Could teletherapy be the solution to America’s mental health pandemic?

Virtual to-do list

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