You don’t need to be a Swiftie to know that Taylor Swift is not only an incredible songwriter and performer, but she is a keen marketer as well. For years she has been building and defining her brand, growing her following, and, let’s be honest, generating significant revenue (while also reinvesting in communities and her fans). Isn’t that what all small business owners should be aiming to do?
There are a lot of lessons that can be learned from how Tay Tay manages her brand, which is her business. Here are a few key takeaways that marketers can incorporate into their own efforts.
Lessons in Marketing (Taylor’s Version)
Reclaim Your Brand
Taylor’s master recordings were sold out from under her not once but twice. She no longer held the original recordings of the music she had poured her heart and soul into writing. While she could have let that destroy her future, instead, she let it empower her, and she took back control of that which had been taken from her.
In response, Taylor Swift chose to re-record all of her old albums, releasing them as “Taylor’s Version.” She set a plan in place to reclaim her brand and continue building her legacy. And the fans responded by buying her new albums in record numbers and showing their support.
What does this mean for marketers? If things are going off track and your content no longer aligns with your brand, take a pause and refocus. Update previous blogs and materials to reflect your mission, vision, and voice. Establish clear processes, procedures, and style guides to make sure that future marketing is an accurate representation of your brand, especially if multiple people are doing the writing or you outsource these tasks.
Write What You Know
Taylor’s content inspiration comes from her own life and experiences. She shares relatable stories and insights with her fans, drawing them in and taking them along for the ride. It should come as no surprise that people are constantly referencing and quoting her lyrics or using her music as the background for their own videos.
Create content around your business’ own past, letting customers see how you have gotten to where you are today. Feature different members of the organization to bring a face to the business and humanize your brand. Highlight services and products in ways that are applicable to your customers’ lives. Also, listen to their feedback to help shape messaging and develop content that they want to see.
Position your business as a thought leader and write about what you know best. What are your competitive advantages or areas where you specialize? Share this expertise with your customers to become a trusted resource. Develop authentic connections by promoting causes that your business stands behind and that matter to your customers.
Connect with Customers Where They Are At
Taylor spends a significant amount of time engaging with her fans and finding out what is important to them. She understands the nuances between different social media platforms and which audiences are drawn to which channels. This allows her to tailor her content based on where it is being posted and who is reading it. She doesn’t just recopy and repost the same material across all of platforms.
Businesses should do the same. When building your marketing campaigns, leverage data analytics that show how customers interact with your brand, how their buying decisions are changing, and what posts or blogs have performed the best. Get to know key demographics for each social media platform. You don’t want to waste money promoting posts on Twitter (X) only to realize that the audience you really want to reach is primarily on Instagram.
Repurpose your content as well. Post shorter clips of longer videos, pull key quotes, or create infographics that present information in a different way or with a different focus.
Bring Value to Your Audience
Swifties are a loyal fan base, and Taylor recognizes and respects that. She often drops Easter eggs about upcoming releases, events, or projects. She offers perks to her fans and exclusive merchandise, rewarding them for their loyalty. All of her rereleased albums also include “From the Vault” tracks as an added bonus. These things keep people coming back and engaging with her brand.
Develop a loyalty program for your customers that gives them access to special promotions, discounts, and rewards. Show them that you value their continued business and support. These perks can go a long way in fostering long-term relationships, referrals, and repeat business.
Stay True to Your Brand
Throughout everything, Taylor Swift has always stayed true to who she is. Her music style has changed over the years, and she has gone through many ups and downs, but she sticks to her values and what she feels is right.
Your business can’t be everything to everyone, so focus on your core values and goals. Know your target audience and what they have come to expect from your brand. You may adjust your marketing strategies and initiatives, but make sure there is still that authenticity and connection to keep customers coming back while attracting new business.
Elevate Your Small Business Marketing
Your business may not have the same instant brand recognition or worldwide fan base as Taylor Swift, but that doesn’t mean your marketing doesn’t matter. Create powerful content marketing that drives results and helps you better connect with your customers. Contact Grammar Chic to learn more about how we can help. Call (803) 831-7444 or visit our contact page.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.