People like doing business with other people—not with faceless, personality-deficient corporate brands.
So if you’re looking to build real connections, and to convince your customers to trust you, it’s important that you present your brand with some humanity—a hard thing to quantify or to achieve, but essential nonetheless.
But how can you make your company come across as more approachable, more humane—without compromising your polish or your professionalism?
Consider these strategies:
- Use your actual team members in your marketing. If you want to put a human face on your business—well, why not actually use human faces? Involve the different people and personalities who work for your company. Put employee bios and photos on your website. Share behind-the-scenes employee photos on social media. And don’t resort to the use of stock photos; there’s no need, when you’ve got plenty of talented humans right under your roof!
- Encourage your employees to be brand ambassadors. You probably don’t want to force anyone to share branded content on their personal social media channels, but you can at the very least encourage them to post or tweet company blogs and status updates. Create a culture in which employees are eager to showcase the brand on social media; ensure that there is plenty of positive and entertaining content for them to share.
- Get your users involved. Encourage your social media followers to post pictures of your products being used, or to send in their stories and experiences related to your brand. Create a hashtag for them to use, and share some of the best submissions you get.
- Personalize your automated messages. Do you have automated e-mails that go out when people buy your products or sign up for your newsletter? Write a brief but creative message to use in these emails—something to lend your brand a little extra pizzazz.
- Write like a human. This one is the toughest, but perhaps also the most essential. In writing company content, avoid using jargon or needless technical terms. Instead, write naturally, conversationally, perhaps even humorously. Don’t write as The Company; write as a person. That’s what readers will connect to.
And that’s what this is all about: Creating marketing materials that will facilitate real relationships. That’s something you can only accomplish when you show some humanity.
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