People choose to do business with people they like. You can have an amazing product, but if you don’t appeal to your target consumer then it is unlikely to be a success. An important part of creating a successful brand online is to be likeable. With so much of our marketing efforts being focused on social media, it can be easy to turn into a robot and lose that human presence that so many people are looking for in a brand.
And that can quickly cost you a new customer.
As a business owner, you have so much to focus on throughout the day. It can be tempting to put less and less effort into your social media marketing as time goes on.
You might only be concerned with how many people are following you, how many likes you are getting, how many times people click your links. But those numbers do not mean much if those people are not interacting with you beyond a like and a click.
Doing more to humanize your marketing efforts can go a long way in encouraging engagement with your followers. Show your audience that you are ready to interact with them online and start real conversations.
Here are some things you should be doing to add the human presence to your online marketing:
Produce quality content
People spend a lot of time online these days. For most, they are looking for valuable information. As you create content to share online, make sure you are providing something of value to your reader.
Ask yourself if what you are posting something people will care about. Does it give important information? Will it make the reader laugh or cry? Would it spark a conversation with others in the real world?
The biggest concern with producing online content is not how much you post or how many likes you get — it is more important to know how it is impacting your audience. Is it being read in full? Is it being shared?
This is the difference between quality and quantity.
Do not stay on autopilot
Tools like HootSuite and Buffer are really helpful when you use them to help with your marketing. But when you rely heavily on those tools to get your tasks done, your audience loses out on the human touch. You need to balance the automation with the hands-on marketing.
People can easily see when something is automated. Using this once in a while is OK. However, if they see it constantly, it can turn them off of your brand. No one wants to do business with a machine. It is the people they want to interact with online as well as in person.
Always be honest
People make mistakes, and that is true even with businesses. If something goes wrong, do not try to cover it up. Be upfront with your followers and tell them the honest truth.
This applies to negative comments that are posted on your pages as well. Unless it is an obvious attempt to troll you, do not delete negative comments. Instead, try to interact with the person to see what can be done to resolve the issue in that open forum.
Your audience will see how you respond, which is even more important with a bad experience versus a positive one.
The only way to see results with your social media marketing is to be human. It is not always perfect, but if you show that you are trying to stay present and engaged with your audience, it will make all the difference.
How do you humanize your social media marketing?