Category: Online Marketing


Give Your Brand a Personality

People seek relationships with one another, and yes, with brands. Your brand’s personality is an important part of what will make people engage or ignore you. Spend time to define a personality for your brand that will resonate with your target audience and you will position yourself for social media engagement.

The most successful brands use a variety of ways to connect with their audience, just as there are many dimensions to person-to-person relationships. These brands also portray human personality traits within their communications.

Brand Personality Is Good for Business

Whether they realize it or not, a person’s connection to your brand is driven by how they feel about your brand.

Studies show that the attractiveness of a brand’s personality significantly affects word-of-mouth advocacy. The more attractive your brand personality is, the more customers will recommend your products/services to their friends, families, and associates.

There are other reasons why brand personality is good for business:

  • Builds sustained relationships with your audiences by forming an emotional connection to your brand
  • Communicates the positive traits of your brand in a relatable way
  • Differentiates your brand from your competitors

Bring Your Brand Personality to Your Social Presence

Now that you have taken time to define your brand personality, you need to let it shine in all your social media activities. Social media channels are designed to cultivate relationships, so it is the perfect venue to help people to get to know you.

Share Your Point of View

Tell people what you think and how you approach problems and opportunities. Let them know where you stand. Opinions and outlook are a central part of personality, so you need to let them shine. People won’t be able to decide if they like you, if they don’t know where you stand.

Tell Stories

Stories use simple words to present ideas, feelings, and concepts. Storytelling can capture your audience’s attention and strike an emotional chord, which is unparalleled when it comes to building strong customer relationships.

Any Topic that Showcases Your Personality Is Relevant

People have a wide range of interests. Embrace that. Don’t stay overly focused on core brand messaging. Be willing to comment on whatever you know is on the minds of the people you want to connect with.

Be funny for no other reason than to engage. Share your reaction to news events or historical milestones. All personalities are multi-faceted. Make sure your brand personality is not one-note.

How to Create a Website Users Will Love

There’s a lot that goes into building a good website. It takes more than picking a design and adding content. You need to focus on who you want to reach and what you want to accomplish to get it right.

Want to create a website users will love? Consider these elements.

Set a Goal that Focuses on User Needs

Why should anyone come to your site and do business with you? You need to have a goal for your website and you need to understand your audience.

Know your audience. Uncover everything about them.

Your website content has to align with what people want and need. Understand all the different ways of how people can end up on your pages and tailor your content to answer their questions.

Get the Tech Right

Most people find website content via search engines, so showing up there is important to your success. Your website needs to be easily crawlable by search engines and follow technical requirements. Using a well-regarded content management system like WordPress and a reputable site host will ensure your site meets most technical requirements.

You need to have your security in order. A hacked site isn’t getting you anywhere! And a hacked site is easier to prevent than it is to fix. Use up-to-date software, have your SSL in place, and use strong passwords.

Provide a Visually Interesting Site

The design of your website needs to help fulfill the goals you set. Your message should come across loud and clear. The design should be on-brand and well thought out. But more importantly, your site should be clear and easy to use for everyone.

Take time to set up a great experience for site visitors so they will enjoy the experience and come back. Fast page loads, readable text, pleasing colors and ease of use on all screen sizes are all important factors.

Offer Content that Users Want

Create a website your audience will love by being centered on their needs, not company-centered. Good content helps your users get the information, products and services they need. Your content should be clear and easy to understand by using the language of your customer and presenting things in ways they understand. Leave out the corporate speak and don’t structure things according to your internal organization.

Why You’re Not Getting Results on Social Media

Social media marketing is a cost-effective way to reach a target audience. Yet small businesses often tell me they are not getting results on social media.

I help clients work through this type of frustration all the time. Here are some common reasons businesses don’t see the results they want on social media.

No Social Media Strategy

As a default, I like to work off of a strategy. But I am learning that the majority of people see that word as a negative. Jumping right into doing things on social media may seem like a great way to avoid the perceived pain of planning, but doing so sets you up for even more frustration.

Activity without an underlying plan has a slim chance of helping you achieve your goals. You need to take the time to define your goals and research the specific ways to use social media to move toward that goal.

No one has unlimited time. You need to make sure every second you spend on social media is moving you toward the goal you want to achieve.

Squirrel!

Social media platforms crop up and add features all the time. It is easy to get distracted by the latest option and lose focus on what you want to achieve. Yes, Clubhouse is growing in use, but is it a tool that moves you toward your goal?

Your strategy needs to be an evolving document that takes advantage of new tools that are a fit. It also needs to morph as you learn what resonates and what falls flat with your audience. The fast paced nature of social media means that you can waste less time doing things that don’t work.

Be Real About Your Time

I recently showed a client how to post to her new blog. I suggested that she post once a month, based on my knowledge of her goals and her time available to blog. She wanted to do more and committed to posting once a week. It’s been four months now, and there have been no posts.

Be real with yourself about the time and resources that you have to commit to social media. It is better to do what you can than to over commit. That just sets you up for a sense of failure and could really disenfranchise your target audience.

Another client spent his whole marketing budget on social media efforts in the first 3 months of the year. With social media, the effort is over the long-term. Short bursts are not effective. You are better off pacing your resources in a way that will allow you to sustain a level of effort over time.

Putting It Off

If you are like most small business owners, you probably really don’t know where you stand on social. You are afraid to ask about what’s not working or look into a strategy because you just can’t add one more thing to your plate.

I hear you! If you are not getting results on social media, I offer a 60 day online presence boot camp. In a short period of time, we’ll dig into what you are doing and come away with a plan that you can work with moving forward. None of us has time to spend on anything that’s not getting results. Let’s turn that around for your business.