Customers are humans, not numbers. Your messaging should always communicate that you care – failing to be mindful of what’s going on in the world can make your company appear insensitive, uninformed, and solely profit driven.
In order to practice empathy, you first need to learn about your audience. Talk to your potential customers, survey them, and take the time to understand the problems they’re facing. Researching and learning about your audience can help you develop a genuine brand, create marketing messaging and sales pitches, and tweak your business model.
Developing a buyer persona, a fictional representation of your ideal customer that’s based on real data about customer demographics and online behavior, can help you understand your audience.
Read on for five suggestions that’ll help your brand build trusted, valuable connections:
Choose images that represent your target market.
When choosing images for your website, social media posts, email marketing campaigns, or other content, select ones that represent your target market. When potential buyers see images that remind them of themselves, they’re more likely to identify with your messaging. Remember, we humans process visuals 50,000x faster than the written word.
Speak your audience’s language.
When creating content, use the words and phrases that your target market uses to describe your product or service. Using discourse that’s common among your industry will help you get on the level of your buyers, making it easier for them to identify with your brand.
Another way to connect is by utilizing emojis on social media. According to Sprout Social, emojis can be beneficial, even for brands that take a more traditional approach. Emojis can show your brand’s personality, help you relate to your audience, and keep your audience engaged.
Share behind-the-scenes social media posts.
An excellent way to humanize your brand is by sharing behind-the-scenes content on your social media pages. Some ideas include “meet the team” posts, employee quotes or interviews, and office-related or manufacturing “catch a glimpse” photos.
Create educational videos that feature your team sharing their expertise, industry-related information, or product demos. People appreciate seeing a friendly face behind the brand. When sharing behind-the-scenes content on our clients’ pages, we have found that it often generates high engagements, including likes, comments, shares, and post link clicks.
Before sharing behind-the-scenes photos or quotes, be sure to obtain proper consent from your team members who are being featured.
Humanize the About Us page on your website.
The About Us page on your website is another great opportunity to showcase and differentiate your brand. Make it personal! Link this page on your social media channels to help communicate your story.
Keep in mind that if someone is interested in doing business with you, chances are they’ll check out the About Us page on your website for information about your brand.
Tell your brand’s unique story!
Effective digital marketing is all about storytelling and sharing your brand’s unique narrative, which is especially important today. Storytelling can help your business stand out from the competition, develop a meaningful connection with your audience, and provide more memorable content.
Make your messaging personal, tell compelling stories, and inspire your audience.
Need assistance telling your story and humanizing your brand? Give us a call at 631-842-4600 to find out how we could help.