Does your content appeal to your target audience on a personal level? The attention span of the average online user today is less than that of a goldfish. A goldfish has a nine-second attention span, but the human attention span is down to about eight seconds, at least online. That means you’d better have a plan in place to grab your user’s attention and then engage them before they head off to look at other things.
A relatable marketing initiative is the first step in the process that will drive visitors to your brand and keep them there. Finding that connection with your target audience isn’t always an easy task. Below are six ways you can relate to your audience, both online and offline, by capturing their attention and making your campaigns relatable to what the consumer most cares about.
1. Truthful Stories
Storytelling can be a powerful tool to make your brand more relatable. However, it is also important to tell honest stories, and consumers need to know they can count on your integrity. Truthful stories include explaining the history of your brand, sharing specific things employees are doing or highlighting customers who have compelling stories about how your product or service has improved their lives for the better.
Dannijo was founded by two sisters, Danielle and Jodie, and focuses on telling a story about their product line of accessories, shoes and handbags. Their Instagram account, for example, features snapshots of the sisters along with quick stories to engage their 148,000 followers. What you can learn from Dannijo is that you don’t have to tell a lengthy story, but it should match the tone of your other stories.
2. Consistent Branding
At the same time, your marketing efforts need to be consistent. If you start off sharing heartwarming tales of ways your gadget saved lives, don’t suddenly turn to humorous stories. Consistency and persistence are key elements to keeping your brand relatable. Your audience needs to know what to expect. If you share four pieces of information for every sales pitch, don’t suddenly start pitching products every time you post on social media.
3. Sharing Values
Take time to think through your company values are, and whether you share those values with your core audience. You may need to adjust your company values to meet the needs of your customers better, but you should never deviate from the core principles that make you who you are. Some customers will be loyal to your brand because of your shared values, such as a love for the environment or some other worthy cause. Think through how you share your values and how you can reach these fellow passionate individuals.
Yalla Mediterranean does an excellent job of sharing their passion for fresh, local food that is healthy and nourishing to your body. For those who seek to live a healthier lifestyle and watch the ingredients they put in their bodies, Yalla is a perfect fit. They also say they share the values of those they partner with by getting their ingredients from “like-minded folks.” However, they reach out to the average diner who just enjoys delicious Mediterranean food as well.
4. Choosy Partnerships
Speaking of like-minded folks, you need to be cautious of the brands you partner with. Remember, your choice to do a joint promotion or mention another brand indicates you are endorsing the other company. Does the other company or person share your core values? Is their business something that can benefit your customers, and vice versa? Take time to do thorough research before partnering with anyone. If you want to remain relatable, your customers need to know you care enough about them to proceed with extreme caution before recommending another business.
5. Invite Consumers to Take Action
You can create the most relatable marketing campaign in the world, but if you don’t show users what their next steps should be, it is all wasted effort. Think through what type of call to action (CTA) would have the most resonance with your customer demographic.
Would they be most likely to make a purchase after your marketing reaches them, or do they need to build more of a relationship? If you need to establish a relationship, how can you achieve that? Can you offer a free e-book if they sign up for your mailing list? Figure out the most likely action and how to word it. Do split testing to see which elements work best for your audience.
Look at the actionable CTAs on Join.me. The brand understands people visit their page for one of two reasons: to host a meeting or to join someone else’s meeting. They offer a free account for business owners or hosts — in exchange for some information, of course. The focus is very narrow, and they don’t waste a lot of time getting to the point with their site visitors.
6. Create a Brand Voice
Have you ever met someone with the personality of a rock? No matter what you say to them, or how many questions you ask, their responses are bland and impersonal. On the other hand, some people seem to have outsized personalities. These larger-than-life personalities are the ones that stand out. These are the people you remember — for better or worse. Your brand should stand out.
No matter what personality your brand takes on, it needs to be big and well-defined. Only then will you be able to apply that personality to your marketing initiatives across the board.
Relatable Marketing Matters
At the end of the day, how you relate to your customers says a lot about your brand and what you care most about. Putting customers’ needs first is your first step to a wider marketing campaign that should span across anything you do online or offline. Each interaction with a customer or potential customer should point back to your brand values and personality.