Social Marketing is understanding how to speak to your customers. It's as simple as that. Most businesses have different target audiences (with a lot of crossover obviously) which means that no two businesses should be speaking in the same way. The best way to get around this? Be yourself.
I know that sounds very cliché but, as shown in this blog, human to human marketing (H2H if you like), is the new thread that strings together B2B and B2C by the thing they have in common - we're all human. I think we've all gotten fed up with speaking to robots on the telephone, trying to deal with automated machines, and being told that "there's something in your bagging area", so it's time to reclaim the marketing world and remember that the person at the other end of the internet, is also a human.
Here are just 5 ways to keep H2H marketing in mind:
1. Be yourself!
I don't mean show the world your inner most secrets but when it comes to communicating with your customers, especially as a small business, people would rather know that they're dealing with another human. The more you bring in the human elements, the more your customers have the opportunity to relate to what you're trying to do. Be that sell them homemade cakes or upgrade their mailing services.
2. Trust in your products abilities
Always be honest about your products and what they can do. Trust that they can essentially sell themselves to your audience because you know that your audience needs them. If your audience don't need them, then you're selling to the wrong people...
3. It's the effect you're selling
Remember, you're not selling your product, you're selling what your product means to your customers. If you're a baker, you're selling home comforts, you're selling family and friends gathered around for tea and cake, you're selling the feeling of warm, fresh bread in the morning. If you're a selling a mailing service, you're selling making life easier, and all the things that go with that, more time, more money, less problems.
4. Speak from the heart
Connect with your customers on an emotional level, make them happy, make them sad, make them nostalgic, just make sure you're making them feel. Show them what made you start the company in the first place, what was the feeling that gave you the impetus to do something. Share it with them and make them feel it too.
5. Give empathy a chance
Customers complaining about something? It's time to empathise. It's easy to get defensive of our products as they're usually an extension of ourselves. We've poured our heart, sweat and tears in to this thing we've provided to our customers, and when they rip it to pieces it breaks our hearts. The key thing to remember is that when your customer bought your product, they thought it would solve all their problems, but it didn't (no product ever could) so remember to be empathetic when responding to complaints and comments - show you understand and what you'll try to do to fix the issue.
Thanks for reading this breakdown, if you found it helpful, please give it a share!