By now you’ve probably heard the term “humanize” used in conjunction with a company’s brand. But what, exactly, does this mean and, more importantly, why does it matter to your small business?
In simplest of terms, humanizing a brand is basically bringing it to life. It’s demonstrating to your prospects and customers that there are real humans behind your logo, which allows you to connect with them on a more personal basis.
This is critical because it helps to establish those all-important relationships that lead to repeat business, word-of-mouth marketing and ultimately the ongoing growth and success of your business. That being said, let’s dive into 4 ways that you can start using your social media profiles to breathe new life into your online engagement.
Keep it real.
Many businesses completely miss the mark on social media because they use these platforms as a tool primarily to advertise their products or services rather than as a vehicle to create meaningful and lasting connections with the people who they are targeting.
If you want to humanize your brand socially, you have to deliver your messages in a voice that is real, human and authentic. Don’t be afraid to let down your hair and just be yourself. Be friendly and conversational. Use slang and humor to show your personality. This will go much further than boring, boilerplate marketing messages.
Share the love.
If you make all of your social media posts about you, your products, your services, etc., it’s highly likely that you’ll fail to truly engage and connect with your audience. Instead, place the focus on them, their needs and what they have to offer. Interact with your fans and followers. Celebrate with and reward them whenever you can.
Sharing user generated content is a great way to accomplish this, so encourage people to post on your page and tag your brand in their own updates. Then, find the content that really brings your brand to life and share it with your own audience. Not only does this facilitate a stronger bond with your customers, but it’s also a great indirect way to market your products and/or services through social proof.
Listen and respond.
And do so as a real human being, not a robot. Again, many businesses miss the mark on this by automating responses or worse – not paying attention to what’s being said about them on social media at all.
The fact is, today’s digital-savvy customers are using social media as their primary tool for interacting with the brands with which they work, whether it’s to ask questions, share feedback, request assistance or post a complaint. Listening and responding should be an integral part of your social media activities, and it should be done in the most authentic and personable way possible.
The beauty of today’s technology is that people are able to share real experiences in real-time. The same applies to businesses and their prospects and customers. Don’t just have conversations with your fans and followers. Use the media at your disposal to show them who you are. Share behind-the-scenes pictures and funny videos of your team having fun. Post employee spotlights to help your audience get to know the faces behind the brand.
And above all else, have fun. After all, isn’t that what being human is all about?