Your company’s marketing department is gone. Not literally, but it was replaced. By who ? Your customers. Your customers have become your marketers .
We live in an age where brand loyalty no longer exists. In the age of the internet, the lack of emotional connection between brands and their customers has made them much more volatile.
Find out how to communicate with your customers in a soulless digital world.
1. Highlight the authors of the content
Do people know who created your website content? Business sites, in particular, can be full of articles, reports, and videos, but consumers rarely link to the content because they don’t know where it came from .
Post a picture of that smiling blogger, give that fellow weekly columnist a witty biography with her byline. In other words, add personality .
People don’t trust companies, brands, or advertisements , but they do trust each other.
2. Stop using stock photos
The vast majority of companies have already used generic and impersonal photos that come from a free image bank . It’s time to end this practice because it sends the following message: “Even we don’t care! “.
Instead, try using images of real customers, photos of the real faces of your employees.
3. Be fans of your fans
This advice will affect young people in particular. They hunger to be recognized by and connected to their favorite brands.
To meet this need for recognition, companies must make their customers the heroes of their story . Foster a sense of community and belonging by featuring your supporters in your marketing materials. Post user- generated content on your social networks.
4. Stop doing things people hate.
Technology has given marketers new ways to annoy people, and that’s no small feat. To win back the loyalty of our customers , it’s time to let go of the following 2 things:
- Gridded Content : When people get to the stage where they are required to provide their email address or other personal information, 90% of them leave the page, so why bother with this approach? Your message is much more powerful if you don’t keep it behind a wall, and leave it accessible to your customers. Who will be able to share it with new potential customers.
- Pop-up ads : If pop-ups annoy you, they annoy your customers.
5. Focus on your customer’s “why”
The most effective marketing shouldn’t be about your “why”. It should be your client’s. You may believe that telling your company’s story is crucial , but do your customers really care about your brand’s historical arc?
What people care about is their own story arc: focus on your customers and help them see themselves in you. Address their “why”.
6. Feel like part of the natural flow
You’re Instagram, scrolling from a photo ofJohn’s new bunny, rolling your eyes at Jenney’s 4th selfie of the afternoon, when suddenly corporate brand X pops up in your feed with an ad touting her new cookies, and she stands out so much from the rest that you feel like a mini-aggression. Are you there?
One of the reasons that much of today’s business content doesn’t integrate and isn’t believed is that it doesn’t seem to fit into the “normal” flow of other content delivered by humans on the networks. It is important for your business to be on social media; but you don’t have to look like just another customer-hunting company. This discrepancy between the companies and the humans who populate Facebook or Instagram is more glaring than ever! Integrate your brand into the environment in which you make it evolve.
7. Adopt a human voice
Between customer feedback, social media requests for reviews, and the rise of influencers, two-thirds of your marketing happens without you. This means that to be effective, companies must participate in the conversations of their customers.
How to humanize your presence and rediscover an emotional connection with your customers? Try to use your corporate culture as marketing.
If you have a lively, inspiring or fun workplace, and you highlight it, you will create human connection. For example, try posting a link to your new product on Facebook, and sharing a 30-second clip of Anne giving Paul a 10 – 0 during one of their foosball breaks in the break room. Which publication do you think will work best?
Stop focusing on technology and everything that allows us to adopt an aggressive and cold , dehumanized marketing strategy . Instead, focus on what does not change: human needs. A brand is no longer what it says to the consumer. That’s what consumers say to each other. Consumers want to be treated like humans, like friends. They ask companies to respect them, to respect their time, to respect their privacy.