Move with Intention

The phrase “move with intention” is one I hear often from my yoga instructor, emphasizing the need to bring a better mental and physical focus to the practice. With so many distractions at our fingertips, the idea of moving with intention is essential — but easier said than done.

Not surprisingly, consumers don’t always purchase or browse with intent, which creates big opportunities for brands to be intentional with their communications. To be effective, they need to know who and where their audience is, and when and why they’re most likely to engage. WE Communications recently launched research that supports our theory that stories are in motion, meaning the stories brands tell are no longer static, but living stories filled with the same energy as their audience. Here are three key ways to tell stories with intention:

1. Know Your Audience

What are the top media sources your target audience uses during the day? And who is your audience outside of their job title and LinkedIn profile? It’s important to understand that consumers have interests beyond their day-to-day responsibilities.For example, tech B2B consumers in the U.S. are most often engaging with music through services such as Spotify or Pandora (85 percent), political news (82 percent), and YouTube/Vimeo (73 percent) on their smartphones, laptops or desktops.

But where do consumers go to search for information about a brand or for specifics about a tech B2B company? It turns out they’re intentionally searching for information from several sources, including individual reviewers. Beyond a general internet search (42 percent) or going straight to the product manufacturer’s website (34 percent), U.S. consumers rely on media or professional product reviews like CNET or Consumer Reports (29 percent) and online video sites like YouTube or Vimeo (29 percent).

2. Be Smart About Engagement

While multiple devices are part of a daily routine, their use is at its peak in the early evening when consumers are most likely at home. And as expected, the smartphone is the device that rules them all. It allows consumers to engage with a variety of content regardless of time of day or channel (although laptops and desktops continue to play a key role).             

When consumers are at home, they’re seamlessly browsing content across multiple devices, from TVs to laptops, tablets and smartphones. Brands that engage best with their audience show up on many relevant channels to create momentum behind their story and keep it in motion. As U.S. consumers consider the news articles, advertisements, information and events produced by a tech B2B brand, the following top three types of content are most likely to catch their attention and encourage them to try, recommend or buy a brand:

• A compelling new idea or product (50 percent)
• Something that informs them about product features and price (48 percent)
• Data that would help in their daily life (46 percent)

3. Anticipate the Unexpected

We’ve found that when U.S. consumers with a tech B2B focus have five hours of freedom, they would spend their time reading a book (26 percent), watching a movie or series through a streaming subscription service (26 percent), or shopping online (20 percent). This is when consumers may unintentionally stumble upon branded content, leaving it up to brands to anticipate where their customers will be.

Taking the above audience into consideration, it could be beneficial to promote branded content via a streaming service like Netflix or Hulu. The real impact comes with sharing content that’s informative and compelling; 46 percent of U.S. respondents would share this type of branded content with others.

Along with the multitude of devices and channels available today, there are many consumer nuances and opportunities that brands must keep top of mind when determining the best communication strategy.

Remember to pause and create a brand that moves with intention. These are the brands that will have the focus and flexibility to continue moving forward in the midst of evolving expectations and advancements.

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