5 Current Digital Marketing Trends You Should Know

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We’re only a few months into 2023, and we’ve already seen massive shifts in the tools and trends that are shaping digital marketing. After the launch of ChatGPT and Google’s new AI program, Bard, many business leaders and marketers are wondering if we are on the precipice of a seismic shift in how we work. But artificial intelligence tools from big companies aren’t the only trends that are shaping the digital landscape in 2023. Evolving consumer preferences, influencer marketing, and social media platform updates are also making a difference. 

 

That’s why we asked our digital marketing team to highlight a few of the current digital marketing trends that are shaping our industry today. 

 
1. The impact of AI is just beginning. 

As we mentioned earlier, artificial intelligence tools have been the hottest topic amongst business leaders and marketers. But really, this is just the beginning of the way AI will influence the way we work and interact. For example, Mark Zuckerberg recently announced that Meta is looking to add AI tools to Facebook Messenger, WhatsApp, and Instagram soon. 

 

It will be interesting to see how AI continues to impact our work. Right now, these tools provide ways that marketers can work smarter. But the need for intuition and understanding what your customers think and feel is still a fundamental skill that AI can’t finesse.  

 
2. “Deinfluencing” on TikTok has become the latest influencer trend. 

Influencer marketing has become an increasingly important tactic for businesses in every industry. Platforms like TikTok have provided brands with a way to reach their audience with products or solutions, especially for Millennials and Gen Z customers. Recently, these influencers have taken a different approach by telling their followers which products they shouldn’t buy. This TikTok trend has become a marketing tactic in itself.

 

While you may not use TikTok or influencer marketing as part of your strategy, we believe this trend speaks to the way younger generations value authenticity and honesty as they consider your products and services. 

 
3. Twitter is planning to expand its character limit to 10,000.

The platform that started with short-form content is now getting into the long-form content game for its Twitter Blue subscribers. For Twitter, the vision for long-form content in the app is that creators won’t have to redirect their audiences to other platforms to view their content.

 

We’ll be interested to see if this move enhances the experience for Twitter users or if people decide to abandon the platform and continue to look for short-form social content that’s easy to consume.

 
4. Brands are turning to user-generated content more than ever and encouraging customers to post content about their brand.  

User-generated content continues to be one of the most popular B2B social media trends for 2023. Now, brands are finding creative ways to encourage their customers to post. For example, our team member Katie recently ordered OliPop from the brand’s website. After her order, she received a promotion saying that OliPop will pay customers $1 for every 50 views on their content and potentially even pay customers to create content for the brand.

 
5. Brands are going “unhinged” on social media to stand out.

Let’s face it: standing out on social media has become increasingly difficult. One way brands are trying to rise above the noise is by embracing a social media strategy that subverts their audience’s expectations. Whether it’s a snarky tweet or unusual Instagram images, brands like Duolingo, Parachute, and Sweetgreen are incorporating content that moves away from the highly-curated images and content we’re used to seeing from most brands. 

 

Want to Stay Up-to-Date on all the Latest Trends?

If there’s one lesson we’ve learned in the past three months, it’s that digital marketing seems to be shifting faster than ever. If you’re interested in staying informed about the latest trends (and how they impact your business), our team is here to help. You can sign up for The Core, our monthly newsletter, to get the latest marketing insights and inspiration delivered directly to your inbox.

Our Readers’ Favorite Blogs of 2021

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When it comes to powerful marketing tools, we’re a huge proponent of the power of blogs. A successful blogging strategy can provide a huge SEO boost for your website, scale up your Google ranking by providing more content for the algorithm to sort, and can strengthen your brand identity. We practice what we preach, and our 2021 blogging strategy has brought us an increase in website visitors, new qualified leads, and content to use on several different marketing channels. Here are our readers’ favorite blogs of 2021: 

1. Four Factors for Creating a Customer-Centric Culture

In this blog, we give our top suggestions for building a brand culture that focuses on bringing your best to your customers. By animating your team, centering on your purpose, and understanding who you’re serving, you can bring unparalleled experiences to your clients and customers. 

2. Meet Our Owner/Chief Strategist Samantha Pyle

Our second most popular blog this year served as a quick introduction to Green Apple’s leader Sam Pyle. Her extensive experience in marketing and PR gives her the vision and clarity to guide our team. We love working with Sam every day. Through this introduction, you just might see why!   

3. 7 Key Elements of Eye-Catching Content

There’s no question: more eyes on your content means more leads and more engagement. How can you craft content that captures and keeps attention? These seven tips can serve as a guide when you’re planning future content.  

4. Enneagram and Marketing: How Type Ones Accelerate Your Strategy

We love all that Type Ones bring to our team, including organization, prioritization, and an eye for detail. Type Ones can also be a significant asset when you’re building a marketing strategy—here’s how they can activate your approach. 

5. Green Apple Goes Hybrid

This update on our move from in-person to a hybrid work model explores the benefits of switching to a more flexible working model, especially as the workplace changes in response to the pandemic. 

6. Enneagram and Marketing: The Creative Beauty of Type Fours

Types Fours are creative, original, and insightful. They’re wonderful for bringing new ideas to a team’s approach and process, which makes them valuable in any industry—including marketing. Take a deep dive into all that the Enneagram Type Fours can offer in the workplace through this blog.

7. Enneagram and Marketing: How Type Threes Move Mountains

It’s not a surprise that another blog on the Enneagram and marketing made it on our top ten list. This article explored how Type Threes energize and motivate when they’re implementing a marketing strategy. Our fearless leader, Sam, is a Type Three (as is our Marketing so we get to see (as is Senior Content Strategy, Skylar). We love to watch how Type Threes bring the best of their talents and skills to marketing. 

8. 5 Books to Read When Looking for Your “Why” in Marketing

There’s so much research out there that suggests that purpose is essential when it comes to finding motivation for your work. The same is true in marketing. In order to successfully share the benefits of your brand, you’ve got to dig deep into why you’re in business, what you can offer your customers, and how your purpose animates all that you do.

9. How Enneagram Type Sevens Bring Energy to All they Do

Enneagram Sevens are known for their extraversion, optimism, and verve, and they bring all these traits to the workplace as well. If you work with a Type Seven, they’ll feel a natural draw towards processes they can reimagine, clients they can woo, or venues where they can serve as a spokesperson for your brand. 

10. What Makes an Enneagram Type Five a Marketing Asset

At Green Apple, we use the Enneagram for team building, during the interview process, and to understand what roles and responsibilities are a natural fit for our team members. This guide to Enneagram Type Fives explores a Type Five’s drive for mastery and excellence, and how that can benefit a marketing team.

Harness The Power of Blogging For Your Brand

Want to learn more about how a keyword-driven blogging strategy can activate the power of your brand? Let Green Apple Strategy craft an innovative approach to your brand’s blog so that you can start targeting and attracting customers today.  Reach out to us today for a consultation.

The 4 Best Ways to Capture Your Audience’s Attention in the New Year

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Ten seconds doesn’t seem too long, right? Based on the latest study, humans have an average attention span of eight seconds. On a first date, you usually tend to give someone the benefit of the doubt if things aren’t working out exactly to your standards. With social media lifestyles today, though, there’s no obligation to give anyone even an extra second of deliberation if the content is subpar or unreliable. To keep your audience engaged, you need to connect with them instantly, so they don’t lose interest—no second chances or “dates.” So, how do you stand out with your target audience? Regardless of the type of platform that you’re utilizing to gain listener retention, here are the four best ways that you can capture your audience’s attention in your new year marketing strategy. 

Speak to Your Audience’s Pain Points

For your audience to refrain from daydreaming or continue scrolling, they need to know that you are undoubtedly speaking to them. When you know your audience, you know their needs, anxieties, intentions, etc. When you focus on your target’s pain points, you confirm that you have solutions they need, which further results in increased view time, subscriber or follower rate, and customer loyalty. Today’s society and algorithms don’t allow non-relatable content to take up our space or time. Get to your point quickly by being specific, inspiring, and genuine to grab their attention immediately. 

Share Relevant Content

By relating to your ideal client, you build reliability, likability, and certainty. Put yourself in the shoes of your ideal customers or audience so that you better grasp what matters to them, therefore, what they want to see or experience. Consider these questions about your audience when creating your content calendar:

  • Why did they attend your event? 
  • How did they receive your targeted ad? 
  • What makes them interested in your content?
  • Why are you the solution they need?

By answering these questions and determining the basis of why your audience is “following” you, you’re able to speak to their emotions and cultivate connections, better yet, relationships. Test out relevant, inspirational quotes, current events, success stories, industry statistics, or even humorous content to see what your audience favors. According to Forbes, customers with a positive emotional association with a brand are 8.4 times more likely to trust the company, 7.1 times more likely to purchase more, and 6.6 times more likely to forgive a company’s mistake. As you can see, once you capture your customer’s emotions, you also gain their loyalty. 

Help them Imagine the Possibilities

Using the word “imagine” or placing your audience in “what-if” scenarios automatically transports them to your desired mindset. It allows them to mentally see themselves in an imaginary world, whether you choose to make that a good or a bad place. 

If you’re working on promoting your services for B2B interactions, you could ask, “What if your revenue could grow x amount in 6 months?” or “Imagine having x purchases made by the end of the year.” Positive options like these give your audience something to look forward to with their future with you. 

Enhance your Visual Content

People process visual content more quickly than they process words. Additionally, 67% of consumers consider clear, detailed images to be very important and carry even more weight than the product information, full description, and customer ratings. 

If you’re strategizing your social media content, create enticing graphics that speak to your target audience. Better yet, incorporate videos that tell a story. According to HubSpot, 54% of people want to see videos more than any other content in the future. Develop a connection with your audience first thing by giving them the content that they want to see.

Ready to Jumpstart Your Marketing Strategy?

The truth is, our attention spans aren’t getting any longer. Try implementing these strategies so that you can stand out from your competition and win over your target audience. 

If you’re looking to enhance your marketing goals, connect to your audience more efficiently, and increase your brand awareness, Green Apple Strategy is here to help. Contact us today for a consultation.

How to Write a Case Study that Brings in Business

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On your list of marketing goals, building trust with your audience should be somewhere near the top. As most customers will not consider working with you without thoroughly vetting others’ experience with your company, customer reviews are your first step. But, what if you want to take it a step further? That’s where case studies come in. Case studies are some of the most beneficial assets that your company can have in its marketing toolbox. Not only are you featuring a positive experience with your company, but you’re explaining to your audience exactly how that customer benefitted—with statistics, quotes, and visual elements. To help you build your next case study, we’ve put together a few things that you should consider along the way, including how to get started and how to use it to attract new leads. Here’s how to write a case study that you’re proud of.

First, What is a Case Study?

A case study is an in-depth response project that allows you to highlight your business, products, or services and your real-life customers to share their experiences. The opinions and stories of customers have incredible power over your prospects. Based on what people see or hear about a brand determines what judgment they have or what action they will, or won’t, take. Over time, by incorporating positive and genuine feedback into your various marketing strategies, you will gain more customers and drive more revenue.

Where Can I Use a Case Study?

You can use (and reuse) your case study in numerous forms that will attract your ideal client. The beauty of case studies is that it’s not what you are sharing about your service or product, it’s about what others are sharing, automatically creating an element of storytelling.  Prove to potential customers that you have what they need by accentuating positive evidence through your:
  • Website: Often, your website is the primary location where potential consumers research information. By supplying helpful and authentic testimonials, you can help attract your ideal audience.   
  • Marketing Collateral: When creating your collateral pieces, use statistics or quotes found from the study to build your credibility. 
  • Social Media: You can design engaging graphics by utilizing takeaways or numbers found in your study.
  • Videos: Videos on all social platforms are becoming more and more popular each day. Repurpose your study results into movement creations with animated infographics, typography videos, or testimonials. 

Where Do I Start?

You first want to determine the purpose of your case study. In most cases, the purpose is to demonstrate how a common issue of your target audience is solved. An efficient way to determine what these issues are? Ensure your entire team is actively collaborating to compare existing or potential problems.  After establishing the purpose, other key elements you want to implement are to:
  • Find the right candidate: The person or company you choose to focus the study on makes or breaks your case study. Choose someone who is willing to (enthusiastically) provide you with all the necessary information.
  • Emphasize your product or service: Be sure to let your audience know exactly which services or products you utilized in the case study. This way, they will become more familiar with your brand, and which features they are initially interested in pursuing. 
  • Be creative with your visuals: Did you help with a business’ website? Did a client have a transformative impact? Include content, photos, or screenshots of the candidate results to make the case study easier to follow and more attractive to view. 
  • Display numerical results: Numbers don’t lie, so it’s important to incorporate the “hard” facts into your final study. Present your impressive stats with pride, there’s a reason people like you and others should know that, too.  

Build a Reputation Management Strategy with Green Apple Strategy

Interested in taking your case study to the next level? Green Apple helps businesses like you improve their marketing strategies. Contact us today to schedule a consultation. We’re happy to learn more about you and help you accomplish your desired marketing goals. 

7 Reasons You Shouldn’t Cut Your Marketing Budget in a Recession

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“But, we have to cut something.” You may be feeling as though marketing is the easiest line item in your budget report to slash. We get it. As we’ve worked through this recession, Green Apple has made cuts of our own to ensure that we’re financially strong enough to serve our customers. We’re right there with you. However, cutting your marketing budget can hurt your business long-term, even when it might help it slightly in the immediate future.  To ensure that your business can continue serving its customers, you must consider a few key points. Here are seven reasons to reconsider reducing your marketing budget in a recession.

1. What if your competitors don’t?

You may consider cutting your marketing budget, but if your competitors don’t, where does that leave you? When you reduce your marketing budget, you decrease how and how often your customers see you—allowing your competitor to move in.

2. Your marketing team can help your customers support you.

The return on investment for your marketing strategy is still valid during a recession. While things are “normal,” your strategy is to drive sales and build relationships; however, during a recession, you are more focused on the relationship-building side of things and can keep your customers invested in your success. They love you as much as you love them, and they don’t want to see your business struggle. Your marketing team can help you show the right amount of vulnerability and transparency, while still sending the message that you are here to help.

3. Your marketing team protects you.

Clients often think about marketing as advertising, but it’s so much more. Your marketing team is telling your brand’s story, and that story must be shaped to align with the social climate—so as to not be insensitive or offensive. Using COVID-19 as an example, companies needed to quickly shift their messaging strategies to be sensitive and empathetic. Having a team on your side that can help shift and shape your message allows you to support your audience, while keeping your brand top of mind.

4. You don’t want your customers to feel abandoned.

Your marketing strategy strengthens your relationship with your audience. A reduction in your budget can leave your customers wondering where you went—or worse, if your business is in jeopardy of shutting down. You will, of course, be there for your audience in a different way during a recession. Your messaging will focus on how you’re taking care of customers as the tides change. Marketing can tell your audience what you’re doing to keep their best interests in mind, strengthening their trust in your brand.

5. It may be time to launch that new product.

You have less competition during a recession, as other companies are focusing on staying afloat. They aren’t putting their time and effort into launching new products or growing their business. If you are in the position to, and you have ideas ready to launch, work with your marketing team to put your new product out into the world.

6. You will not bounce back as easily.

If you reduce your marketing efforts, it leaves you in a difficult position when you’re ready to bounce back. You’ve spent a great deal of time and money growing your brand’s reach. Rather than scaling back, discuss a strategy with your marketing team to find ways to keep your reach consistent. Once the economy is on an upswing, you will appreciate not having lost months—or years—of progress.

7. It can take you off course to meet your goals.

Even amid a recession, you still want to move forward. Your marketing team can help you keep your goals in mind and find new strategies to meet them. Don’t underestimate a marketing team’s versatility and the potential to keep your business growing, even when the economy is less than ideal. 

Talk Strategy Before You Make Cuts

Before you decide on your budget, discuss all the options with your marketing team. They can likely work with you to achieve your goals, even with necessary budget accommodations. Your relationship with your marketing team should be transparent—they want to see you succeed, too, and will do everything they can to make that happen.  Ready for a marketing team with your best interests at heart? Contact Green Apple Strategy today to schedule a consultation.

Green Apple Strategy Honored as Nashville’s Best in Business

Green Apple team accepting best in business award at the Westin hotel
Among Nashville businesses that are “hitting the high notes” of success, Green Apple Strategy received the Nashville Business Journal’s 2020 Best in Business award! The annual Best in Business luncheon was held on March 5th at The Westin Nashville, where Music City’s business community came together to celebrate growth and passion. 

Who Qualifies for Best in Business?

Nominations for the 2020 Best in Business Awards were submitted in mid-2019, after which nominees were interviewed and required to submit an in-depth questionnaire. Nominated businesses were scored by an independent panel of judges based on attributes such as company culture, business plan, and profitability. Companies scoring the highest were named as the Best in Business for their respective categories, which were based on the number of employees.  Nominees and finalists were those that excel in service, growth, innovation, and strategy. Green Apple Strategy is honored to have been chosen by the Nashville business community as one of the city’s best in business and looks forward to a fantastic year ahead. “We are so grateful for the love and support of our community. Thank you to everyone who made this possible, and thank you, Nashville Business Journal, for giving us this opportunity,” says Samantha Owens Pyle, Owner and Chief Strategist at Green Apple Strategy. 

How Green Apple Stood Out

As a recipient of this year’s award, Green Apple Strategy stood out from many deserving businesses because of its consistent growth, exceptional company culture, and strong team. Pyle attributes her company’s success to great people—team members and clients alike. “If you surround yourself with wonderful people, success will follow,” she adds.  The Nashville Business Journal provided nominees with a platform to showcase their companies’ personalities, asking them to choose a “theme song” for their companies and highlighting parts of their interviews for the crowd to enjoy. A Dave Matthews fan, Owens Pyle chose the band’s “What Would You Say” to express our passion for telling our clients’ stories. Her highlight from the nomination interview was also a glance into the company’s fun, vibrant personality. Upon being asked what she looks for in potential employees, she responded by saying that she looked for “dog people” to find the best people for her team. 

An Attitude of Gratitude

Green Apple Strategy provides marketing services to clients of various industries, such as IT, finance, child care, and several others. The team works diligently to illustrate clients’ vibrant and complex stories that help them connect with their target audiences. We love the work we do, and we’re proud to do that work right here in Nashville. To our team, clients, and community: we cannot thank you enough for the overwhelming support you’ve shown us over the past eight years.  As we continue to serve our clients, Green Apple Strategy is looking ahead to a bright future for Nashville. We are proud to be part of such an incredible community and look forward to what the rest of 2020 brings. “Thank you, Nashville, from the bottom of our hearts. We couldn’t do this without you.” 

We’re Here to Help You

To learn more about Green Apple Strategy, please visit our website or contact us for more information.

3 Ways to Earn the Trust & Attention of B2B Customers

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Whether your brand has long been established, is getting a refresh, or is a new start-up company, it’s getting harder and harder to stand out in today’s noisy, competitive world. To make our point even clearer, take a moment and scroll through your email inbox. How many of those emails are marketing messages? And, how many have you read or even opened? If you want to stand out in an increasingly noisy world, you must earn the trust and attention of your customers. This isn’t anything new. It’s what Seth Godin outlined nearly two decades ago in his book, Permission Marketing. The difference is this concept has become increasingly more important in today’s world. 

3 Ways to Earn the Trust & Attention of B2B Customers

If you’re a B2B company, here are three specific ways you can earn more trust and attention from today’s customers: 
  1. Create the same kind of personal and relevant experience as the best B2C companies.
If you think about brands that are known for amazing customer experiences like Amazon and Nordstrom, they all provide customers with customized experiences.  One way you can do this is by segmenting your list prospects based on their specific interests, communication preferences, or stage in the buyer’s journey. Instead of acquiring large lists of users to contact, consider building segmented, high-quality groups that can be reached through targeted marketing.
  1. Create an experience that matches your brand promise. 
Every potential customer already has a perception of your brand, whether you like it or not. In order to earn their trust, the experience you create must match the expectations they carry. Every marketing team should focus on building a quality audience and providing them with the resources and information they expect to receive. This is essential for developing a strong relationship with potential customers. 
  1. Leverage transparency as a marketing strategy.
According to a study by Label Insight, 94% of consumers surveyed indicated that they were more likely to be loyal to a brand that offers transparency, while 73% said they were willing to pay more for a product that provides complete transparency.  Companies that hope for long-term success must be open and transparent with their customers. And, for B2B buyers who are often looking to establish long-term working relationships over performing a one-off transaction, a clear understanding of your business, what you stand for, and how you operate have become non-negotiable. It’s a crowded world out there for today’s B2B marketers. If you’re going to be heard above the noise, you have to earn the trust and attention of our potential customers. By embracing these three keys, you’ll put yourself in a better position to get your prospects’ attention, begin to earn their trust, and start building the foundation for relationships that can last a lifetime.

How to Leverage Employee Advocacy to Boost Your Marketing Strategy

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Motivated and engaged employees are your most valuable asset. Not only because they are the ones who make your business run day-in and day-out, but they are also the ones with the most passion and interest in your brand. This is one reason why many businesses have started creating a dedicated employee advocacy program within their organization. According to recent research, 31% of fast-growing companies have set up an employee advocacy program. These businesses recognize that employee advocacy encourages their workforce to expand their role from “employee” to “brand ambassador.” And, this type of approach can create tremendous dividends for the overall health and success of your company. 

How to Leverage Employee Advocacy to Boost Your Marketing Strategy

Whether you’re trying to create a full-blown program or your looking for simple ways to encourage employees to promote your brand, here are a few tactics you can use to boost your marketing strategy with employee advocacy:
    • Extend your brand’s organic reach and visibility. More than likely, there are individual employees in your company who naturally understand how to effectively use social media. Harnessing their influence is a great way to expand the organic reach and visibility of your brand. This might include creating a social media task force or allowing employee influencers to coach others in your company on how to use social media for business.
    • Equip your employees to be an extension of your business development team. In today’s world, every employee is a representative of your brand, so essentially, everyone in your company has a marketing role. Making sure everyone in your company knows how to answer questions typically directed to marketing is a simple and easy way to integrate the mentality that everyone has a role in marketing across your organization.
    • Empower your employees by creating content they want to share. There are a lot of things marketing can do to enhance company culture. One simple way is to focus on creating assets, resources, and newsworthy content that your employees want to share. Rather than forcing employees to promote your content on social media, what would it look like to create content they can’t wait to share with their networks? 
    • Mobilize your influencers. In today’s digital world, your brand’s social media isn’t a job for one person. The key is to create a system that leverages the collective effort of various people, even though social media might not be in their job descriptions. While you might have one person who owns the responsibility of improving your brand’s social media presence, making sure he or she isn’t doing it alone is critical to success.
Employee advocacy is a simple initiative to integrate into your marketing strategy that enhances brand image, brand awareness, and engagement. Employees might be your most effective brand ambassadors because they generate engagement and interact with industry experts and clients.

Green Apple Named Among 8 Best Marketing Consultants in Nashville by Expertise

When we founded Green Apple in 2012—we wanted it to be a marketing agency that was always committed to helping businesses solve their biggest challenges. Rather than growing into a behemoth company, our desire was to stay small and agile, bringing together freelancers who were experts in their specific skill sets to work collaboratively in serving our clients. We sought to be an agency that was able to focus more on our clients and less on ourselves.  While every business leader knows that running a business is hard work, it’s been incredibly rewarding for us—which is why achieving recognition for all the work we’ve put in over the years makes it even more meaningful. Most recently, Green Apple was recognized as one of the best marketing consultants in Nashville by Expertise.com. 

How Green Apple Was Selected as One of the Best Marketing Consultants in Nashville

Expertise.com is one of the leading online research platforms designed to feature businesses that have been identified by its research process as the best in a specific city or area. Its proprietary research and selection process has been used to identify the top service professionals in over 200 different industries across the top cities in the United States. Each month, Expertise.com helps over 10 million customers find the best qualified service professionals for their needs. To date, the Expertise.com has analyzed over 10 million companies. For identifying the best marketing consultants in Nashville, Expertise.com started with a list of 139 different marketing agencies, scoring them on more than 25 variables across five categories:
  • Reputation—A history of delighted customers and outstanding service
  • Credibility—Building customer confidence with licensing, accreditations, and awards
  • Expertise—Masters of their craft, based on years of practical experience and education 
  • Availability—Consistently approachable and responsive, so customers never feel ignored
  • Professionalism—Providing service with honesty, reliability, and respect
After each agency has been evaluated, the team at Expertise.com hand-picks the best by conducting a manual review to verify that each company on the list is truly one of the best.

Experience the Green Apple Difference for Yourself

If you’re looking for marketing support, we’d love to connect and show you why we were ranked as one of the best marketing agencies in town. Here are a few specific ways our team at Green Apple can help:
  • Green Apple Strategy—As a full-service marketing agency, we can mold our marketing practices around your business to help you be successful. Whether it’s strategy, design, content development, digital marketing, media relations, paid search, or SEO, we take a hands-on approach to delivering custom marketing services that demand results.
  • The Orchard House—Whether you’re looking for a space to host your next retreat, brainstorming session, team training, presentation, or meeting, The Orchard House is the ideal environment to help you and your business flourish. The Green Apple Strategy team is also available to host a variety of strategic planning and learning sessions
  • The SEO Silo—The SEO Silo is Green Apple’s latest project to help local businesses maximize their search efforts. Over the past several years, our team has helped our clients dramatically increase brand awareness and improve lead generation through our SEO services. At the same time, we recognize there are many businesses who could use help but might not be able to hire a full-service marketing agency. The SEO Silo is our answer. 
To learn more about how we can help you grow your business, connect with our team today.

How to Discover What Customers Think Without Asking Them

sunlight beaming in to office onto wooden table during meeting


Here’s something that successful businesses recognize in today’s increasingly noisy world: To earn the attention of potential customers, you must truly understand what they think. This is why
empathy is more important than ever for marketers. Without taking the time to understand what motivates your audience to take action, you run the risk of simply creating noise. 

Many businesses are trying to get inside the minds of potential customers by asking more intentional questions during the sales process. That’s a great first step, but it only provides a small sample size. What happens when you can’t ask every single customer what they think and feel about every little situation surrounding your products and services?

This is where taking time, whether it’s an entire day or a two-hour brainstorming session, to consider how customers think and feel can be incredibly valuable for your team.

5 Questions to Discover How Customers Think Without Asking Them

As you look to put yourself in your customers’ shoes for a day, here are a few questions to unlock what they might be thinking when it comes to your products or services: 

  1. What do your customers say and do? Think about a typical day in the life of your customer. What do they spend their time doing? How do they behave in different settings—with their boss, with coworkers, and with friends and family? These questions help you think about all the different decisions they might have to make in the course of the day.
  2. What do your customers think and feel? Now that you’ve considered their day, it’s time to consider how those activities and decisions make them feel. What are their dreams, worries, and daily emotions? What makes them happy, sad, scared, emotional, and angry?
  3. What do your customers hear? Think about all the various ways your customers gather information. Who do they hear from? What media are they influenced by? What are the primary messages they’re being bombarded with day after day? Knowing this can help you identify how to reach them and rise above the noise. 
  4. What are their biggest challenges every day? What frustrations and stresses do they encounter daily? What risks and threats do they face? Knowing the fears your customers experience allows you to speak into the various ways your brand can help resolve them. 
  5. What opportunities exist if they succeed? All customers have heroes in the stories of their minds—and it’s not your brand. It’s them. What do they need to be successful and achieve their goals? How do they measure success? Knowing what will make them feel like even bigger heroes is a powerful way to capture their attention. 

As you and your team walk through these questions, write down every single answer you think of. Look for patterns. Most importantly, don’t forget to use the answers to these questions whenever you’re considering new products and services, crafting new marketing materials, and so forth. These questions will ensure that your deliverables resonate with your customers.