Last week we wrote about networking, and the importance of building the “know, like and trust” factor, and how that translates to online relationships. We gave seven tips on how to build awareness via your content, whether that be your website, blog or social media activities.
This week we thought we’d look at building your likability online.
How likable you are really does matter when it comes to the buying process. If you’re faced with two identical products, offered at an identical price who you purchase from will come down to personal preference. If one person is boring, difficult to communicate with and leaves you feeling uninspired and the other is open, friendly and engaging – who are you going to go with?
Some people are great in face to face situations, but often struggle to translate that in to online personality, which is a problem when it comes to relying on social media marketing. Here are our top tips on demonstrating your likeability factor in a virtual world.
#1 – Be authentic
So many people think they can hide behind corporate personas and behave in ways they think they should behave in. Nobody actually buys that, because what people are actually looking for is authenticity.
Your business is a brand, and as such it has a personality. Let that shine through in every single piece of content you put out. Be you, be real and be proud of what you stand for. Create all your content in your own unique voice – just because a competitor is stale and dull and hides behind anonymity, doesn’t mean you have to. Break your industry standard!
#2 – Be nice
Really this should be obvious, but so many people fall in to the trap of letting this one slip. Don’t badmouth other people, no matter how tempting it might be. A competitor might have made an error, but don’t ridicule them for it – maybe offer a viewpoint as to how the error could have happened, and what could be done to avoid it in future. Don’t criticise.
Equally, be generous with your time, responsive and helpful to those who get in touch with you.
#3 – Initiate conversation
Ask your audience to get involved when you put out content. Invite comments on blog posts, ask questions, look for opinions. Remember, if you get feedback, in any form, make sure you respond to it. Conversation really is two-way!
#4 – Be visible
Words are brilliant, and a great way to share information but make sure you are visible in every format. Make the most of checkins, and Google+ hangouts, add video (both pre-packaged and live streaming), consider including podcasts and photos. Mix it up a bit so you can appeal to everyone, and then you’ve got a better chance to analyse what is, and isn’t working.
Variety does make you far more interesting, and helps build likeability.
#5 – Put a face to the brand
It’s really hard to like a logo, people like people, so make sure your face is out there. If you’re a larger business and have a team behind you, get some group shots, showcase your individual employees and make sure you tell your story in all About Us sections.
Let people in, show them what happens behind the scenes, give them sneaky peaks of your daily work life, what makes you tick, the things you love, the things you don’t, your annoyances, your highlights … let them in.
#6 – Get the mix right
Your marketing strategy should be 80% relationship building and 20% selling. Some argue the ratio should be as high as 95% to 5%. A lot will depend on you, your brand and your audience; however, it should never be less than 80% focussed on your audience. NEVER!
#7 – Be generous
Your content strategy shouldn’t just be about your content. Make sure you share other people’s ideas and content too. It really annoys me when people complain no one is sharing their content, when they don’t do it either. Honestly, what do you expect?!
Think about the things your audience would find useful, and share third party information, offers etc surrounding that. It really does make a huge difference, and the law of reciprocation means people will catch on and return the favour, eventually.
Remember, Time Saving Heroes offer a wide variety of content writing services as well as social media management. We’re happy to have a chat and give you tips on what you can do to improve your offering for your audience, so pick up the phone and give us a call on 0161 883 2024.