Take ten minutes and do a quick survey of your industry. Take a look at the level of personable sentiments provided from individual brands. In many cases, brands do not relay a whole lot of information about the people who comprise the brand. There is a lot of talk of services and products. There is a lot of discussion related to the efficiency of the brand; yet, often, there is not a lot of available intelligence related to CEOs, directors, main players, etc.
Consider the following online marketing techniques used to provide personable sentiments.
About Us Page
The ‘about us’ page is the most obvious place to relay internal sentiments; it’s where potential consumers go to gain a better perspective on the people behind a desired product/service. If you did take a survey of your industry, you noticed varying degrees of warmth exuded from the pages. Some brands truly want consumers to know more about individual contributions, while others do a haphazard job of the process. Which direction do you believe is more accepted and desired by consumers?
A number of businesses prompt browsers to sign-up for company newsletters. The entities enable businesses to keep loose contact with consumers and hopefully inspire conversions. Usually, a newsletter is packed with product/service and industry information. But brands could include personable internal elements, serving as an extension of the ‘about us’ page. Feature a company member in a brief interview each issue; that’s one way to make your newsletter more personable.
One could devote an entire post to being ‘social’ regarding SEO campaigns. Social media has made it easier for brands to connect with consumers on an ongoing basis. The most diligent of brands engage consumers every day through platforms like Facebook, Twitter, Pinterest, and others. Unlike static pages, social media participation is fluid and dynamic; the process makes it easier to express personality and personable sentiments. Recent studies reflect social media’s growing influence on purchase decisions. People use platforms to get the official and unofficial ‘scoop’ on brands.
It can be difficult for a brand to scale the kind of attention consumers want. Have you adopted a system to maintain information on customers? Brands with high numbers of repeat customers can benefit from maintaining information not only focused on sales history, but personal info too such as birthdays, hobbies, and careers. I can require a bit of added time and resources to maintain more individualized data; but consumers highly appreciate the attention to personable detail.