There’s no questioning Apple’s dominance as the world’s leading tech company. Despite negative feedback aimed at its supposed tendency to make minor aesthetic improvements to its iPhone line, the company still enjoys a massive following at a market capitalization of $3.44 trillion. The reason for that has to do more with how the company promotes its products than with the products themselves.
Apple is always setting standards for other tech businesses, especially when it comes to marketing and brand-building. It’s often cited for best practices by marketing teams across different industries. If you lead, it won’t hurt if you can adopt the principles applied by Apple’s superstar team. Here are a few pointers you can learn from and apply to your marketing campaigns.
1. Champion creative storytelling
When it comes to creative promotional content, Apple is the undisputed king. The company has built a legacy of effective storytelling to which it owes its ability to raise new fans and retain loyalists who can’t imagine a world where the MacBook Pro doesn’t exist. Committed to its main objective of delivering innovation, Apple’s marketing materials focus on positioning its products as the only tools that creative professionals need.
It does this by showcasing writers, graphic designers, and content creators using Apple products. Coupled with its “Think Different” slogan, Apple has become synonymous with creativity. You can also do the same thing with your marketing campaign by relating your brand to an overarching principle and lifestyle.
2. Say more with less
What makes Apple’s marketing so effective is its ability to inspire excitement using limited visuals and texts. The main reason for this is that the brand wants to highlight its products’ performance without relying on extravagant presentations. It’s as if Apple is telling us that the quality of its products speaks for itself. A minimalist approach also helps with improving retention.
Consumers respond positively to content with a simple structure. Apple does this so well through effective copywriting, focusing on a clever choice of words. Your brand can also benefit from increased sales when you avoid overwhelming your audience with too much information and visual stimulation. Make do with less and leave your audience impressed!
3. Recruit people who float with the boat
When it comes to building a team, Apple is a class act in recruitment. Its process not only focuses on a candidate’s technical skills and experience but also puts a premium on people who have what it takes to thrive in a highly collaborative and creative environment. Whether you’re running a product management recruitment campaign or building a team of web developers for your corporate website, choose people who align with your company’s values and personality. Technical credentials are crucial, but cultural fit greatly matters in building a dynamic team that gets things done and blazes trails.
4. Treat customer feedback as sacred
People might think that Apple doesn’t read or listen to customer feedback, but it does. For one, the company has a dedicated team that sifts through tons of issues, complaints, and comments from customers. It maintains a clever system of organizing feedback and assigns these to the right departments which would use customer insights to come up with product suggestions and innovations.
Its latest product line may not possess significant aesthetic improvements but it performs noticeably better than previous offers. It’s all because of Apple’s commitment to customer satisfaction. You can adopt the same for your marketing team by getting a good feel about how your audience responds to your latest campaign and tweak your message to better resonate with their needs.
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You don’t have to look far to find ways to improve your marketing activities. There’s always Apple to give you everything there is to know about building communities and motivating customers.
