Brand Communication: You’re Doing It Wrong

As a marketer, I am always striving to figure out new ways to reach potential clients in a way that will resonate with them. Consumers want to hold a conversation, and feel as if their opinion is heard and valued. They DON’T want to feel talked AT and feel as if someone is selling a product or service to them. When marketing to your potential clients, you need to humanize yourself and your business. Here are tips on how to improve your brand communication.

HAVE A CONVERSATION

Take part in conversation naturally. I don’t know why but it seems when we are speaking to potential clients on social media as our “business” and not as “ourselves” we lose our personality. You should speak to your audience as you would speak to a friend. By doing so your being seen authentic and are expanding your brand loyalty.

Zappos uses Twitter to generate over 1,200 conversations per month, read more about it.

PROVIDE RELEVANT CONTENT

If your social media feed is all about you, you, you then your wrong, wrong, wrong. You need to find out what your audience struggles with and is interested in and then provide solutions. In doing so, you seem like an expert in your field while building relationships and trust.

BE HELPFUL

Providing solutions doesn’t always have to be your own original content. If you see on social media someone struggling with a problem and you, just read a helpful article on that subject then send them that link. By doing sending them that link it shows: A) You’re being helpful and genuine, not just trying to share your own stuff. B) It shows your listen and share. C) Tag the person who’s content you’re sharing; they’ll also be grateful, and that’s EVEN MORE conversation.

QUALITY OVER QUANTITY

Don’t focus on filling up your feed with timed posts if you’re not going to engage with your audience. I rather you send out five tweets a day that are high-value and allow you to engage with your audience than 20 tweets that don’t have a call-to-action or meaning.

BE TRANSPARENT

Being open about your business and your struggles humanizes you. We all know no one is perfect so why do we pretend? In doing this, you will set your company apart from the competition because very few people are willing to share intimate details of their company and struggles. It may open the door for criticism, but it also opens the door for confidence because you have nothing to hide.

When creating content keep in mind the brand communication philosophy should be speaking “with” your audience and NOT “at” your audience. Social media channels are NOT a way to just talk about yourself 24/7. Your goal: Make your audience your friends.

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