Alright – so today we’ve got the honor of introducing you to Carol Zatt. We think you’ll enjoy our conversation, we’ve shared it below.
Carol, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?
The story of how I came up with the concept of “Soul of Marketing” is one that involves a fair share of serendipity. At that time, I was deep in the marketing world, working for a big company with traditional marketing practices. We were all about numbers, profits, and market share – which was essential, of course, but it left me with a gnawing feeling in my gut. I couldn’t help but wonder if there was more to marketing than just selling products and making money.
Feeling a flush of excitement and curiosity, I decided to dig deeper. I devoured books and articles, trying to find my way out of this marketing labyrinth. And that’s when I stumbled upon Philip Kotler’s ideas on “Marketing 3.0.” It was like a light bulb moment! Suddenly, everything made sense.
According to Kotler, Marketing 3.0 is all about understanding the customer as a whole person – not just a potential buyer. It’s about recognizing their material needs, emotional desires, and even their spiritual yearnings. Wait, spiritual needs in marketing? Now that was a revelation! It was like finding a hidden treasure buried beneath layers of conventional strategies.
I realized that we had been missing a crucial element all along – the soul, the essence of marketing. And thus, the seed of “Soul of Marketing” was planted in my mind. I knew this was worth pursuing because it resonated with my own beliefs and values. I wanted to create something that would go beyond just the transactional aspect of marketing and make a real, positive impact on people’s lives.
But, of course, as with any grand idea, doubts started to creep in. Was I crazy to think that a marketing approach based on love, respect, and spirituality could actually work in the cutthroat business world? I mean, could you imagine walking into a boardroom and saying, “Hey, let’s treat our customers with love!” I could practically see the eye rolls and stifled laughter.
But deep down, I knew that this was something special. It was a niche waiting to be filled – a problem that no one else seemed to be solving. I mean, sure, companies focused on emotions and sensory experiences, but what about addressing the bigger issues, the societal paradoxes, and making a genuine connection with customers at a spiritual level?
With renewed determination, I started to weave the idea of “Soul of Marketing” into my work. I shared it with clients, industry peers, and anyone who would listen. Surprisingly, some were intrigued by the notion. They saw the potential in aligning a company’s mission with positive values and tackling societal issues.
And you know what? It worked! All my clients who embraced the principles of “Soul of Marketing” saw tremendous success. They created meaningful and engaging content, sold their products without being pushy, and built loyal communities of customers who felt connected to the brand on a deeper level.
One of the defining moments was when the pandemic hit, and we decided to support our local community by creating digital marketing courses to raise money for charities in Brazil. But instead of just writing a check, we actively involved employees and customers in the initiative. It created a sense of belonging and purpose, and our customers became true advocates, not just consumers.
With each step, I could feel the “Soul of Marketing” taking root and flourishing. It wasn’t just a business approach; it became a way of life for our brand. People started recognizing us as a different brand from the giants of numbers and consumerism.
I couldn’t help but remember the parable of the good shepherd who cares deeply for each of their sheep, making sure none are lost. That’s how we wanted to treat our customers – as valued individuals, not just faceless statistics.
Our journey was not without its challenges. We faced skepticism and resistance along the way. But we persisted, armed with the belief that we were onto something revolutionary.
So, if you ever find yourself pondering about all the get-rich schemes, tired of courses that promise miracles but leave you more overwhelmed, or just don’t want to follow all the trends by running yourself to the ground, then I invite you to learn more about the Soul of Marketing.
There, you will be able to treat your customers with love, embrace change, and stand tall as a cultural brand with a mission to make this world a better place. Because in the end, marketing is not just about selling products; it’s about connecting with the hearts and souls of people.
With “Soul of Marketing,” you can turn the mundane, overwhelming and unsustainable use of social media into a more fun, enjoyable and authentic one.
Carol, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My journey as a Digital Marketing Strategist has been filled with remarkable moments of growth and learning. I’ve had the privilege of working with diverse clients, like Google, Youtube, Sonos, Lego and more each with their own unique stories and missions. By understanding their core values and translating them into compelling campaigns, I witnessed the magic of marketing that transcends mere transactions and becomes a medium for meaningful experiences.
What truly sets me apart in this vast ocean of marketers is my dedication to a human-centric approach. I firmly believe that behind every data point and analytical report lies a real person with dreams, aspirations, and emotions. By crafting strategies that touch the hearts of customers, I’ve seen businesses flourish in ways they never imagined.
My passion for making a difference extends beyond marketing. In my pursuit of empowerment, I’ve initiated and led events, workshops, and online communities that champion women, migrants, and entrepreneurs. It brings me immense joy to foster an environment where individuals can connect, support, and uplift one another, creating a ripple effect of positive change in society.
As I reflect on my journey, I am filled with immense gratitude for the opportunities I’ve had to contribute to initiatives aligned with my vision. But the journey doesn’t end here. I am continuously seeking new ways to make an impact, both in my work and personal life.
When clients comes to me, I want them to know that working with me isn’t just about hiring a marketing strategist – it’s about joining a movement. It’s about embracing a soulful approach to marketing that not only drives business success but also creates a positive ripple in the world. We are changing the industry together.
So, whether you’re a startup looking to carve your path in the digital landscape or an established brand seeking a fresh perspective, I am here to guide you on this transformative journey. Let’s break free from the conventional marketing and embark on a mission to touch the souls of your customers, one campaign or post at a time.
Together, let’s create a world where marketing is more than just a means to an end, but a powerful force for connection, inspiration, and change. I invite you to be a part of this journey, where marketing meets the soul, and dreams become realities and purpose comes to life.
How did you build your audience on social media?
I knew that to create a genuine and engaged following, I had to offer something meaningful and valuable to the online community. So, armed with passion and determination, I set out to make a difference.
My first step was to create content with a purpose. Instead of simply posting for the sake of visibility, I focused on providing content that would inspire, educate, and empower my audience. Whether it was sharing personal experiences, offering helpful tips, or raising awareness about important issues, every piece of content had a clear intention – to make a positive impact on people’s lives.
Helping those in need became a core part of my social media strategy. I actively sought out opportunities to lend a helping hand, whether it was providing advice, answering questions, or connecting people with valuable resources. By being responsive and supportive, I cultivated a sense of community and trust among my followers.
But I didn’t stop there. Giving back to the community was an essential aspect of my journey. I wanted my social media presence to go beyond self-promotion and make a real difference in the lives of others. I collaborated with charitable organizations, participated in community initiatives, and used my platform to raise awareness and funds for important causes.
As my content resonated with people and my dedication to helping others shone through, my social media following began to grow organically. Word spread about the meaningful and purposeful content I was providing, and people felt drawn to join my community.
For those just starting to build their social media presence, my advice is simple:
1. Define Your Purpose: Know your why – why are you on social media? What message do you want to share, and how do you want to impact people’s lives?
2. Create Meaningful Content: Focus on creating content that serves a purpose. Offer value, inspiration, and insights that resonate with your target audience.
3. Be Genuine and Authentic: People connect with authenticity. Share your stories, experiences, and thoughts in a genuine and relatable manner.
4. Engage and Connect: Engage with your audience regularly. Respond to comments, messages, and be present in your community.
5. Be Helpful and Supportive: Offer assistance and support to those in need. Be proactive in helping your followers and providing solutions.
6. Give Back to the Community: Find ways to give back to your community. Collaborate with charitable organizations, participate in community initiatives, and use your platform for good.
7. Be Patient and Persistent: Building a social media following takes time and effort. Stay patient and consistent in your efforts, and don’t get discouraged by slow growth.
By creating content with a purpose, helping those in need, and giving back to the community, you can build a social media presence that goes beyond numbers and metrics. It becomes a powerful tool to make a meaningful impact on people’s lives, creating a loyal and engaged following that believes in your mission.
Any advice for growing your clientele? What’s been most effective for you?
I grew my clientele by implementing my unique method, employing soulful marketing strategies and tools that empower the message to create a real difference in an ethical and mindful manner. By skilfully balancing content strategy with lifestyle and a personal touch, I made it more natural and fluid, moving away from traditional marketing approaches. Here are some of my tips to everyone who wants to shit their mindset and energy around marketing:
1. Embrace Soulful Marketing: Instead of solely focusing on sales and profits, adopt a holistic approach that considers the human aspect of marketing. Connect with your audience on a deeper level by understanding their values, desires, and aspirations.
2. Put the Power Behind Your Message: Craft your brand’s message with intention and purpose. Ensure that it aligns with your mission and resonates with your target audience, making a meaningful impact on their lives.
3. Balance Content Strategy and Personal Touch: Skillfully balance your content strategy with a personal touch. Infuse your brand with authenticity and relatability, making it more natural and fluid than traditional marketing efforts.
4. Create a Unique Brand Identity: Turn your business into a cool and vibrant brand by infusing it with innovative ideas. Be bold and creative in your approach to stand out from the crowd and capture your audience’s attention.
5. Focus on Building a Community: Foster an inclusive community that supports and uplifts each other. Engage with your audience, respond to their comments and messages, and create a sense of belonging and connection.
6. Provide Value and Meaning: Offer more than just products or services. Provide value through meaningful content, insights, and experiences that enrich the lives of your clients and customers.
7. Be Mindful and Ethical: Conduct your marketing efforts with mindfulness and ethics. Prioritize the well-being of your audience and avoid any practices that may be manipulative or deceptive.
8. Cultivate a Brand With Purpose: Infuse your brand with a clear purpose and mission that goes beyond profit-making. Showcase your commitment to making a positive impact in the world.
9. Harness the Power of Innovation: Continuously seek innovative ways to reach and engage your clientele. Embrace new technologies and trends to stay ahead in the ever-evolving marketing landscape.
10. Stay True to Your Values: Throughout your marketing journey, remain true to your brand’s values and principles. Consistency in aligning with your soulful approach will build trust and loyalty among your clientele.
By incorporating these Soul of Marketing principles into your marketing strategy, you will not only attract new clients but also cultivate a loyal and engaged clientele who believe in your brand’s mission and values. Your authentic and purpose-driven approach will set you apart in the market and create a meaningful impact in the lives of your customers.
Contact Info:
- Website: https://www.carolzatt.com
- Instagram: https://www.instagram.com/carolzattt/
- Linkedin: https://www.linkedin.com/in/carolzatt/
- Youtube: https://www.youtube.com/carolzatt
Image Credits
Juliana Machado