Please, Please Put the Human Element Back into Your Marketing
Hi. My name is Shauna. I’m the founder of Making Moxie. I write these articles to help you, lady entrepreneur, get some insight and some actionable steps so you can take your business to the next level—and then the level beyond that.
I’m a real person, not a “voice” behind a company logo on Facebook.
As marketers, it’s easy to get caught up in the numbers, in the data. It’s so simple to spend all your time analyzing instead of connecting, but that’s not how epic marketing is done.
Epic marketing is done when you step away from the content, the strategy, the posting, the accounting, the paycheck. It happens when you start to think in terms of the people you serve and in terms of what you can do every single day to bring them value—or simply a smile.
So I beg you: Please, please put the human element back into your marketing strategy.
Start by getting real
It’s pretty simple. Your brand doesn’t need a disembodied voice, it needs a face. A face prospects and clients alike can relate to.
“Ninety-one percent of customers want brands they follow to be authentic in their social media posts, according to an infographic from the agency Bonfire Marketing.”
I’m not saying you have to be the next Rand Fishkin or Marie Forleo for your company. Your face doesn’t need to be on every video, every blog, on all the social media profiles, etc. However, people buy from other people they trust. The best way to garner their trust is to be personable and get real.
Brands can’t hide behind the logo anymore, and that’s a good thing. Have you seen Wendy’s on Twitter lately? They’re putting all the haters in their place, and it’s pure social media magic.
Not gonna lie, I want some Wendy’s right now.
Spend your time where the people are
Not all social platforms are ideal for every business model or niche. You don’t need to have a Twitter account because everyone else does.
“An average internet user has 5 social media accounts and spends 1 hour and 40 minutes browsing various networks everyday.”
They may use different platforms depending on about a zillion factors like age, gender, and hobbies to name a few. Put the human element back into your marketing by knowing your buyer. Think about where they spend their time and engage them in that space.
For real though, everyone is on Facebook, so that’s probably a must no matter what niche your in. Plus, being on Facebook gives you the opportunity to run Facebook ads, which is truly an affordable strategy for reaching your buyer.
Create the content the people want
I started off my career as a content machine, so I understand the struggle when it comes to producing content. Most brands checks off the following boxes when it comes to the content they produce:
Covers a relevant topic
Is optimized for search engines
Includes a featured image
Is over 500 words
Lots of businesses know they need content, but spend little to no time developing that content so it benefits their prospects and customers. Relevant content isn’t epic content.
Please, please, please, please remember that “content” doesn’t just mean blog posts!
The most popular content marketing tactic reported by 90% of B2C businesses is social media; the next most used tactics are illustrations and photos (87%), eNewsletters (83%), videos (82%) and website articles (81%).
“Content could be social media posts, audio, video, infographics, and images. You need to be creating whatever it is that will be most attractive and useful to your buyer.”
Content can mean going live on Facebook. Talk to people! They want to connect with you on a real level.
Make it all about them
There’s so much out there these days that’s either a) created just for the sake of “having something” and b) completely business-centric. Both of these are the definition of failed content marketing.
The brands who make their content about their buyer and his or her needs are the ones who win at marketing.
The #1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%).
Naturally we all want sales. That’s a given. But the way to actually get those sales is through engagement and customer loyalty.
So go right ahead and look at the data. Try to extrapolate what’s working and what’s not. But every single time you look at a number, remember that it represents a person.
That person could have bounced or converted. They could have visited a page you forgot even existed. They could have come from social or organic. But whatever it is that they are doing, when you see it, be sure to recognize that there’s a person behind that number, and adjust your strategy to meet their needs.
The numbers are valuable, like really valuable. We couldn’t do our jobs without them. But when you start to lose sight of the fact that the numbers you are working with are based on real live people, your marketing strategy looks differently.
When you get real, hang out where your prospects are, give them what they want, and make everything you do about them, your company will benefit from your efforts.
Meet the Author: Shauna Armitage
Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.
As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.