How to Humanize Your Online Marketing Presence and Engage Users [Guest: Neil Adams]
Owning a good company and offering high quality products is not enough in today’s harsh and competitive world of business – there are numerous small business owners doing the same things as you and providing similar services. And they may easily be in your own neighborhood! This kind of rivalry and competition sometimes considered healthy and good for your own work, but can also ruin your efforts to stay afloat.
So, in order to be the best and the most visible to the biggest possible number of customers and clients, you have to rely on something other than your products, i.e. a good marketing strategy that will include online presence. Finally, if you want to be more appealing than your competitors, you have to engage in human interaction with your users and make them feel special and appreciated. In short, they have to know that they are interacting with a person and not a machine, which will make them care for your brand even more and dedicate more time and money to you.
Since connecting people with your company’s products and services is a rather desired and positive trait you should definitely pay attention to, here are some ways how you can do that.
Social Media Tactics
With the biggest portion of clients being present on social media, having a good strategy for Facebook, Twitter and Instagram appearances is a simple must nowadays. However, what some companies do not do successfully is being as humane on social media platforms as in real life – they do post images, comments and advertisements, but all of that looks a bit too computer-generated.
You should make sure that you always reply to your followers personally, add specialized ads for special occasions and share personal stories and experiences. This will make them feel appreciated and more loyal to your brand.
Connected to a good social media strategy, this means that your platforms should be handled by people who are ready to provide helpful advices and information to your followers. Ensure that there are always people who know everything that needs to be known and are ready to pass the knowledge onto the client base. It is just like a 24/7 phone-based customer services, but only online.
If your company owns a blog and posts random content and comments, you are better off not having it at all. Opening up a blog means that you are ready to add some meaningful texts and personal, real-life stories and experiences. If you manage to do this, your users will identify with you and will follow you more closely, which is always good. You can advertise on the blog, but do it subtly.
Posting clients’ experiences on a company’s website often looks fake and generated in order to attract attention. This is why having a company’s own employees posting their personal stories is much better, genuine and trustworthy. This makes people connect to your brand on a more personal level because they will see the truthful approach and get to know the people who are handling their business.
You can find out what is needed in your neighborhood and provide something good for your local supporters by organizing a rally, a parade or a fund raiser. This will show the people that you are not focused on yourself and purely business-oriented, but are thinking of the community as well. With so many good causes all around the world, this tactic can be done literally by everyone, from an advertising agency in Melbourne to a local printer in Paris.
The Best Policy
Despite the fact that your online presence should reflect the best your company has to offer, you should never run away from mistakes. Missteps are a part of the business and it is sometimes better to accept flaws than deny them.
Big brands follow the policy of honesty and from time to time publish official apologies and explanations for some wrong moves on their websites, stating the mistakes and offering solutions. This way, they show their users that they do not underestimate them, but value honesty, fairness and mutual respect.
Adapting your online presence to a more personal level can sometimes be hard, but the results it brings are more than worth the trouble. If you show your clients that you value them as people, on a personal level, they will value you even more and turn from online followers into paying customers.