The internet used to be a novel thing. You go online and see what your friends are doing, the films they’re watching, the places they go on holiday. You see cat videos, video game clips, dumb MS paint animations – the golden days some may say.
Now you log open an app on your phone and the first post is an advert for something not really relevant to you (Instagram I don’t want or need another degree, once was enough), shovelware games are being pushed on you, and when you think you have a notification from a friend, it’s actually just another ad being shoved into your face.
It’s exhausting.
Nothing makes me want to switch off quicker than not finding the content I want to see from my friends or being specifically made to feel like another consumer. Another lead to capture and email address to harvest. I am closing those pop-ups in a way akin to swatting a hungry mosquito. No, I don’t want to submit my email address to spin the prize wheel with a 0.0000000001% chance of winning a 5% discount code.
Such a tirade against social media advertising seems strange coming from someone who works in the marketing industry. Without companies paying for these ads to be created, I can’t pay my rent. So, surely I should be all onboard, right?
I’m not against advertising. If you’ve got a cool clothing line, a useful product that speeds things up, or are a cool local restaurant with my favourite food, I wanna know about you and support you. It’s how you go about your advertising.
Subtlety isn’t Obscurity
Your brand can still exist and make sales without yamming adverts down everyone’s throats.
It really feels like some companies don’t understand this concept, especially on social media. It feels akin to the graphic designer’s most feared feedback: make the logo bigger.
Contrary to popular belief: bigger isn’t always better.
The best brands with the best advertising all have something in common. They feel human. Their social media doesn’t feel like you’re constantly having a product shoved into your shopping basket, it doesn’t give off a ‘buy or die’ type threat, and it isn’t something you roll your eyes at seeing on your feed yet again.
Think of it like online dating.
You open the app and bam, right there is a photo of someone with all the goods on show. There’s nothing left to the imagination, there’s no need to explore further per say. Their bio just gives you solid facts: “6ft 1. Liverpool Fan. Hates cold weather. Can’t cook. Spends Sundays eating a fat roast”.
It’s boring, unappealing, there’s nothing to go off of from there, it’s generic and nothing special.
You swipe left.
The next profile is of someone smiling, they’re outdoors doing a hobby, they’ve got a unique dress sense. Their bio suggests but doesn’t push “Tall enough to tell you what’s going on at the front of the concert. I like getting involved with football and playing albeit badly. If you had to recommend me an interesting country with history, a fun culture, and good food, but most importantly to get a good tan in, where would you say? I’m no Gordon Ramsey but I’d love to learn together. Let’s spend Sunday finding the best Sunday roast in the county together”
There’s conversation topics in there, there’s things to pique interest, something to follow up with. This is what your brand’s advertising should be like: human, honest, real.
Swipe right.
Turning Customers into Fans and Creating Worthwhile Content
If you are able to turn your customers into fans, you’ll probably find that you can increase your revenue without increasing your marketing budget.
Fans will do a lot of your marketing for you through word-of-mouth recommendations either in person or on their own social media accounts. When people genuinely love a product or brand, they’re often happy to tell everyone they know about it.
Brands with that human appeal and don’t treat their customers as walking pound signs.
Here are some ways you can capture your audience’s attention and turn them from consumers into fans:
Make Customers Feel Appreciated
Make your customers feel more than just a number, make them feel like a VIP every time they do business with you.
Deliver exceptional service at every opportunity, from having helpful support staff on-hand to assist with any queries to having an optimised website that easy to use and accessible.
You can also use loyalty schemes or give your customers repeat perks and extras. By appreciating your customers through rewards, discounts, promotions, and special events, you can demonstrate that your relationship is more than just transactional.
On top of this, make your communication as personal as possible. Use your customer’s names, reference past interactions, and acknowledge their preferences. Send personalised emails, thank-you notes, and special offers based on their previous purchase history.
Give Your Customers Something to Talk About
Share exciting news, exclusive sneak-peeks, and one-time-only discounts with your fans first. Hold special events for top fans and give them unique access to products.
Offer referral awards for fans who successfully encourage someone from their network to buy your product or service. The reward could be a free product, a discount or cash to use towards their next purchase.
Be Active on Multiple Channels and Create Meaningful Content
The more active you are on social media, the more likely you are to reach your fans. But this doesn’t mean forcing tonnes of poorly made content on everyone. Be meaningful and human with your posting and work across channels/platforms. Find which platforms resonate most with your target audience and focus there.
Interact with your audience; create conversation and connection. Share behind the scenes moments and show your followers the names and faces behind the brand.
Get creative and also encourage fans to contribute their own content, such as asking fans to tag you in posts using your product. Make your fans an active part of your brand as opposed to just an observer.
Host Events & Workshops
Online or in-person, events and workshops give your customer a chance to engage with your brand directly. These helps to create a sense of community and make customers feel closer to your brand.
Listen, Respond, & Act on Feedback
Encourage customers to share their feedback and don’t throw a strop if it isn’t 100% positive. Feedback is a useful tool for improvement and connection. Implementing customer feedback is a great way to show you’re actually listening to your audience’s wants and needs.
Final Thoughts
Too many businesses react to constant algorithm changes by throwing everything at the wall and seeing what sticks. By trying to out-shout one another. By spamming content out regardless of quality.
Stop trying to please an algorithm and focus on pleasing your customers instead.
It’s time to prioritise people over products. We’re bringing back the golden age of the internet and social media by focusing on content that entertains, brings people together, and doesn’t feel like money is the sole driving factor with every consumer a number for the accountant to add up.
Whether you’re looking for marketing expertise or have a specific project in mind, we’re here to assist.