Personality makes a brand stand out from the crowd.
How do you create the personal feel in a digital world? You create interaction and relationships with consumers that have the potential to be a customer. Consumers still buy from those they like and trust. If they don't know you, if your brand has no personality how can they relate to you?
It does not matter whether you are selling to the direct consumer , businesses or you are a not-for-profit looking for a way to increase donations - you must incorporate the human element.
Do you use any of these excuses:
It's easier to send an email to pickup the phone.
We automate to streamline processes.
My consumers prefer to just buy online and not be bothered.
If, so stop it. Take a moment and think back on an extraordinary experience that you had with a business. Did that experience include some type of human interaction? Did they incorporate the human element? My guess is that 99% of you will say yes.
How can you incorporate the human element in your marketing?
How do you create the personal feel in a digital world? You create interaction and relationships with consumers that have the potential to be a customer. Consumers still buy from those they like and trust. If they don't know you, if your brand has no personality how can they relate to you?
It does not matter whether you are selling to the direct consumer , businesses or you are a not-for-profit looking for a way to increase donations - you must incorporate the human element.
Do you use any of these excuses:
It's easier to send an email to pickup the phone.
We automate to streamline processes.
My consumers prefer to just buy online and not be bothered.
If, so stop it. Take a moment and think back on an extraordinary experience that you had with a business. Did that experience include some type of human interaction? Did they incorporate the human element? My guess is that 99% of you will say yes.
How can you incorporate the human element in your marketing?
- Outside Networking - Stop hiding in your office, get out there. We've all started to depend on electronic communication, so much so that we don't attend events like we used to or go to network events anymore. We have become comfortable in our retail shops and our offices. It's time to get back out there. Consumers want to see the people that are behind the brand, this helps them to associate the brand with a personality. They will appreciate being able to put a face with a name.
- Introduce Your Staff - This includes names and photos. Allow consumers to see who your team consists of, and the skill set they bring to the table. I've never understood companies that hide their stars behind the curtain. You hire individuals because of their skills, their talents and their personality. Isn't it time that you let your stars shine? While one consumer may not relate to you, it doesn't mean they won't relate to someone else on your staff, but they will only know this if they know who your staff is. I often hear the excuse that a company doesn't want to put their employees on the website, because their competitors could target them, believe me the benefits will far outweigh the risks.
- Never Keep Them Waiting - Have you ever sent an email and it seems to get lost in the abyss? Imagine how consumers feel when they send you an email and don't receive a response. Set a threshold of time that you guarantee they will hear from a representative. Answer as soon as possible. Ideally you will want that threshold to be within 24 hours, especially if they contact you during business hours. Your response, should fit the request. If a phone call would be easier than an email reply, go ahead and pick up that phone.
- Be Accessible - Make sure that it's easy for consumers to find a way to reach you. Your telephone number and email addresses should have a prominent space on your website. Provide options, consumers are different. There are some that would rather call you, others that would like to send you an email, others find it easier to submit a form or contact you using social media channels like Facebook or Twitter. Ensure that they can find the way to contact you that suits their style.
- Create and Encourage a Conversation - Blogging isn't just about you, it's about creating a conversation with consumers. Consumers love to read material produced by experts. Blogging allows you to establish yourself as the expert in your industry - why would you not want to do it? Also, be open to allowing consumers to post feedback and questions this will encourage interaction and strengthen the human element of your business.
Living in a digital world and adopting the new channels of marketing is no excuse to abandon the personality and the human element of your brand and business. By doing so you will turn off many consumers. Incorporate the steps above and you will be well on your way to building those important relationships with consumers and in return making them customers.
By Laura Lake
http://marketing.about.com/
By Laura Lake
http://marketing.about.com/
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