Fact: People Buy and Interact with Companies that they Like
Everyone wants to feel an intimate association with the people with whom they do business. This fact holds true regardless of the nature of the transaction. You may say, “Do I really care who I am buying the gasoline from that powers my car?” But if you are honest with yourself, you will find that the majority of the time the answer is, “yes.” Let’s face it, you may not think about what companies are doing on a daily basis, but if a company is acting in a way contrary to how you think they should be acting, then you are unlikely to continue doing business with them. On the other hand, if they are acting in a way that aligns with your personal beliefs, you are more likely to do business with them. This is especially prevalent with companies that know intimate or private details of your personal life, such as in the legal or medical professions.
Having the ability to guide people to trust your company’s presence online can be the crucial first step of them becoming a future customer. Are you really giving people that opportunity to connect with your business on a deeper level online, or are you unknowingly building walls between them and a potential interaction? Here are three ways you can foster a stronger connection with online viewers:
Concentrate on Relationships
Your company should consider it a privilege that a random stranger landed on your webpage and is actively seeking out ways that you could assist them. Don’t leave them feeling disappointed or distant. Viewers want to be spoken to as a human, and it is no longer enough just to let them know who you are. Showing your humanity is critical in attracting new clients.
Focusing on your unique tone and message is the key in connecting with your audience. Remember, relationships with your customers will be the one aspect of your company that financial instability, outside competition, and fluctuating markets cannot touch. If you build truly meaningful relationships with your audience beyond the industry, they will follow you anywhere.
Many companies often believe that heightened level of professional writing on a website equates to customers having an increased sense of trust in a company’s ability to meet their needs. In most cases, this hurts businesses more than it helps them. While it is necessary to convey to your audience your expertise in a particular field, the tone and language used is of particular importance. Three things to avoid:
1. Using condescending language or writing over the viewer’s head. It is all about communications. If they don’t understand what you are saying or worse yet, think you are talking down to them, they will tune you out.
2. Using complex lingo and industry-specific phrases. If you must use an acronym, abbreviation, or industry-specific term, define it immediately.
3. Stating only the services you provide and avoiding why they are important. People connect with how your products and services benefit them not just what they are.
Instead, be direct and speak on your viewer’s level with respect and authenticity. Use verbiage that inspires them to connect with your brand in a deeper way.
Blogs and social media platforms allow for unique ways to connect with your audience outside of the constricted, often over-complicated business sphere. An important aspect of maintaining this relationship is to be consistent in dialogue and responses with your viewers. If you choose to engage with your audience through these channels, commit to doing so regularly. Through them, a company can highlight individual experiences, focus on personal interaction, and convey care for a customer. Do not clutter your channels with boasts of your latest awards or announcements of your latest deals and promotions. Instead, use these special vehicles in a creative way to speak with your customers in a human light, inciting them to want to be involved with your company and its mission.
For example: We at ACME Corp would like to thank Megacorp for awarding us with the Biggest Cheese Hat award for the 3rd year in a row.
Instead try: ACME is humbled to receive the award for the Biggest Cheese Hat for the 3rd year running. At ACME we appreciate all of those nominated in trying to bring high quality milk products from dairy farmers across the world to people in need. Go big cheese!
Making the effort to humanize your business online will result in increased engagement by customers, which in turn leads to more customers. The key lies in remembering that your viewers want to develop a relationship with you; something beyond just what you do, something deeper and sincere. The companies that do this effectively reach new heights of achievement and interaction in their market. Is your company truly becoming a human voice in your industry? Give your customers what they came for, and together you too can reach a higher level of purpose within your business.
Jason King is a senior at LSU majoring in Mass Communication with a concentration in Digital Advertising. In his spare time, he enjoys engaging in outdoor activities like hunting and fishing around South Louisiana.
Work with Catapult Creative Media Inc.
Catapult Creative Media Inc. is a digital marketing and design agency serving clients over the United States but is proud to call Baton Rouge, Louisiana home. Founded in 2007, Catapult provides digital, social and mobile marketing solutions backed by relevant strategy and measurable results. Catapult works the web to their clients’ advantage, launching them to their next level of success.