You’re part of the 91% marketers establishing and building a community using both content and social media marketing. It can be difficult. You’re interacting with your audience constantly: fostering new relationships, nurturing existing ones, and listening/responding to feedback. You’re building trust and rapport and your social reach is growing.
These things are great for building awareness. You’re putting yourself out there and joining in the conversation. You may not think people are interested in your business and what you have to say, but guess what, they are. You just have say it the right way. Here’s why:
1. Speak to your target customer directly.
You’ve probably heard about developing and maintain a voice for your brand. This voice is what you’ll use in your content and social media communications. These channels are personal for your readers. Don’t speak to the masses.
Appeal to many, but speak to one – your buyer persona.
I’m sure you have wonderful customers that you interact with often. They provide valuable feedback regarding your company’s products and services. Think about them as you’re writing your next blog article. Talk to them like you’re sitting across the dinner table from one another.
One-on-one communication is much more intimate and engaging than a mega-horn.
2. Create unique, valuable insights that can only come from you, not your competitors.
People love exclusivity. Give your audience something they can’t find anywhere else and they’ll automatically gravitate towards you and spread the word. This is especially true if you’re giving these insights away for free.
Instead of blending in with your competitors by slightly re-purposing the same old topics that you all have written about recently, come up with your own topics that offer your unique take on situations. Show your audience that you’ve got something valuable to offer and you’ll see your audience come back again and again.
3. Use humor, compassion, and empathy.
Never underestimate the power of emotions. If someone can make you smile or shed a tear, you know there’s a pretty strong emotional bond there. These emotions are great to tap into because as humans, we love to relate.
Next time you write an article and have an opportunity to make an inside joke that only your audience will understand, go for it! Or if you’ve recently experienced an issue that your audience can relate to, tell them about it and explain how you resolved it. You can also ask your readers for tips on how they solved the same issue.
4. Pick a side and make your case.
Going back to #2, your audience is looking to you as the expert when it comes to your content. In order to be considered an expert, not only must you provide valuable insights, but you must also take a firm stance.
Back up your points with hard evidence. Maintain your credibility by accurately citing your sources and imagery. Be objective and professional.
5. Ask the right questions to make them think.
The easiest way to connect emotionally and drive more engagement amongst your audience is to question them. Ask them about their experiences with your company, your products, or your service.
Is there a hot topic that you know your audience wants to hear your opinion on? Give it to them with your solid stance and then ask them if they agree and why/why not. Encourage healthy debate.
These questions and answers will also help you determine some awesome new topics to add to your content calendar. I can’t tell you how many times I read comments and the author replies, “Ooo that’s good, I’m going to use that!” or, “Your question is great and deserves a full blog post to answer it!” Questions and answers will keep your topics relevant, your content fresh, and your audience engaged.
Do you have any other unique tips or tricks that you’ve used in the past to connect with your audience emotionally? I’d love to hear about them and if they were effective or not.
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