Getting Personal with Customers

Sponsored posts on social media, shared videos or articles on news sites can generate thousands of comments – depending on the provocation, controversy or sentimentality. Ever wonder who is still getting their views in the mix after, say, the first 500 comments? Is this the personality type that makes up your market?

Probably not, or not most of it. You don’t need a survey to know that your market is largely made up of silent observers. The numbers themselves are evidence – 1,000 is a tiny percentage of 1 billion active social media users. Or, more accurately calculated, your social media-savvy market is more likely to like, comment on and share posts of people they actually know.

That’s the obvious related conclusion marketing studies show: People are less likely to follow and interact with a company’s social media account than they are with other people.

Marketing is just getting so personal. In the book The Human Brand, Susan Fiske confirmed as much, writing: “The companies that are succeeding these days … are the companies that present themselves as human. They are responding to our natural desires for honest and direct relationships.”

Shocker, but if it’s “human” they want and “honesty” they prefer… Well, you are well-suited to deliver what surveyed marketers are doing to develop strong customer relationships:

  • 78% said they create useful content, such as how-to articles, reviews and tip sheets. Your reports, AMP retention messages and online videos fit nicely here.
  • 61% display social media icons in marketing communications (email, print, landing pages). Easy to do. 
  • 13% try to create viral campaigns; this is a low-percentage because it’s like a lottery win. Maybe it works, maybe it doesn’t – but steady, purposeful effort of relationship-building content is a consistent winner.
  • 4% had other practices, including email with customized content, emailed weekly updates, online communities, inviting customers to submit blog posts or articles and offline events too, such as trade shows. Include as appropriate.


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"What You Should Say (and Never Say) to Prospects"

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