A Guest Post by
Stacey Acevero
Online marketing is really based on relationships, but living in a virtual world
where people can talk to one another, buy from one another and follow one another
without ever having to make a face-to-face connection can de-humanize the
marketing process.
If your marketing efforts arenât generating the results you hoped for, try these 3
ways you can come out from behind your corporate cage and strengthen the bond
between you and your consumers.
1. Introduce the faces behind your brand.
Imbed video of conversational interviews with your management and staff
in online press releases, on your website and on your social channels. You
can also provide photos and profiles of the employees who will be the official
tweeters and bloggers for your company.
A study by The Next Web found that Facebook updates with photos receive
300 percent more engagement. Capture that increased engagement by
having your employees post on your Facebook page, tweet, like, comment
and communicate through LinkedIn using their corporate photos and
profiles.
2. Highlight corporate events on your Facebook page
Give followers an opportunity to see the best in your employees by uploading
videos of corporate philanthropic events. For example, members of your
staff might volunteer at a 5K run for the American Heart Association. Have
them all wear company shirts and showcase their presence at the event.
You can also invite employees to submit videos of their personal
philanthropic projects. Establish a monthly employee volunteer spotlight
column to introduce people in your company who are making a difference in
their community.
3. Respond to ALL comments
Businesses big and small are learning that the effect of a negative comment
can be hugely destructive. In fact, a recent study by InsideView found a
negative review on YouTube, Facebook or Twitter can cost a company 30
customers.
So it makes sense that companies respond quickly to negative comments.
This is where a human touch can ease ruffled feathers. Your reaction should
be personal and compassionate. Sometimes providing a sense of humor
can diffuse situations as well â invest time and training for the person who
will be the face of your brand in the midst of criticism on your social media
platforms.
However, itâs almost worse to receive a positive comment via your social
media channels and not respond. If someone has gone to the trouble to
say something good about your brand, thank them and then engage them
further. They may be open to letting you retweet, share and incorporate
their feedback into your press releases, website or email marketing.
Businesses and buyers are two intelligent species that can live in harmony together.
It takes a commitment to creating relationships and a willingness to continue
conversations.
Add a human touch to your online marketing strategies and your business will move up the evolutionary chain.
—-
Author’s Bio: Stacey Acevero is Social Media Manager for Vocus/PRWeb. Public Relations, SEO, marketing, small business and social media nerd. U.S. Air Force auxiliary 2nd Lieutenant and Mission Scanner. Organizer and sponsor of charity events. You can find Stacey on Twitter as @sacevero
–ME “Liz” Strauss
Work with Liz on your business!!
