Successful marketing starts with great relationships between a brand and its followers. But sometimes, it is difficult for an individual to connect with a brand.
After all, a faceless organization isn’t a person and humanity is a requirement for deeper relationships. But how do you take a brand and transform it into something more approachable?
You turn that logo into a series of human faces.
How? It’s not as difficult as it would seem. Surrounding your organization is a group of people, both internal and external, who will start conversations about your brand.
This study indicates that 38% of B2B customers are influenced by their professional colleagues and networks, 22% are influenced by industry experts, and 16% are influenced by internal influencers.
Those numbers are reason enough for brands to start utilizing real people to start talking to their audiences. These conversations will often lead to profitable relationships for everyone involved.
One of the first and more difficult groups that you shoulder reach out to are industry influencers. These are the people who have reach in your market and that your audience already knows and trusts.
One of the first steps to finding influencers is to create a series of metrics that creates qualifications of an influencer. Don’t get too hung up on metrics like follower counts. That type of metric is less important than engagement and relevance. Is this person posting content that their audience enjoys? Does their audience like, share, and reply to their posts?
From there, you need to find influencers. There are plenty of tools that do this, including Buzzsumo, Followerwonk, and Buzzstream. These tools make it possible to see who is creating content that gets shared and allow you to search for influencers that meet your specific angle.
Outside of these tools, examining your customers is another effective way to find influencers. See who they follow and who’s content they share. This gives you an idea of who inspires them, which is a great place to start when searching for influencers.
Your current customers are an easy place to look when you are in search of people to represent your brand.
Post purchase, send them a survey asking them questions about their relationship with your brand. Some examples of questions can include:
- How satisfied are you with your experience with our product?
- How satisfied are you with our customer service?
- How likely are you to recommend our brand to a colleague or friend?
That last question is the most critical. If your customer is “very likely” to recommend your brand, you have a brand advocate on your hands.
Through your marketing automation or CRM software, target these customers so they share your content, while also acknowledging and recognizing them.
Reviews, case studies, and feedback are also great ways to use your best customers to your advantage. User-generated content is effective. In fact, 70% of consumers place peer recommendations and reviews over professionally written content.
Your satisfied customers are a critical tool for building your brand’s story. Utilize them.
Your employees are connected with 10 times the people your brand is.
That’s a pretty staggering number. Why wouldn’t you utilize this connection by encouraging your employees to become brand ambassadors?
Notify your employees when you post on a social network and encourage them to amplify the message by sharing the post.
It’s a simple step, but just getting your employees buzzing about your brand is a sure-fire way to start creating more relationships with a wider audience.
Don’t pay a PR firm to help you create relationships with other media creators. When I talk about the media, I mean more than just traditional journalistic media. Other blogs and websites are a fantastic way to promote your content and cast your net a little wider. Pitch to them stories about your brand and what it’s doing for the industry.
Don’t stop there, simply engage with the editors and writers on other blogs, creating relationships which will allow both your blog and their own to flourish.
Using these individuals to start conversations about your brand will make it easier to engage your audience and cast a wider web. You’ll find your relationships with customers deepen as a result.
Who is the face of your brand? Is it a person or a logo? Do you find that marketing is easier or harder with faces attached to your brand’s messages.