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PERSONAL BRANDING

Seven Ways Your Brand Can Connect with Consumers

October 15, 2019


Written by Ebony Hall

What are your marketing goals going into 2020? Personal Branding should be at the top of your list. How you market yourself, be it a personal website or social media, is a crucial part of growing your business.


Above all things, your brand must be authentic. Authenticity is crucial because sixty-three percent of consumers are more likely to buy from a company they perceive as being authentic (score.org). The way you present your brand must be true to who you are and genuine. It gives people a chance to get to know you. Ninety-one percent of customers want the brands they follow to be authentic in their social media posts (Bonfire Marketing). No one who has followed your brand online should ever be surprised when they meet you in person.


So, how do we leverage digital platforms in growing our Personal Brand and connecting with consumers? We take a look at the results from a MarketingCharts.com survey to find out.

Like or Respond to a consumer 

According to MarketingCharts, it pays to listen to and engage consumers. About 55% of respondents said “’liking’ or responding to a consumer was one such behavior that helps brands connect with consumers.” Eighty-percent of customers “expect companies to respond to their their social media posts within 24 hours” (www.altitude.com). This goes for both positive and negative posts. Fifty-percent would “cease business” with a company that does not respond to negative posts. People want to feel heard, and even a simple “thumbs up” can go a long way in building a relationship with someone.

Showcase the Brand’s Personality 

Showcasing your personality gives people a chance to get to know you. According to MarketingCharts, 45% of consumers say it makes them feel more connected to a brand. Authenticity comes into play here. The way you present your brand must be true to who you are and genuine. Ninety-one percent of customers want the brands they follow to be authentic in their social media posts (Bonfire Marketing). No one who has followed your brand online should ever be surprised when they meet you in person. Sixty-three percent of consumers are more likely to buy from a company they perceive as being authentic (score.org). 

Support a Cause the Consumer Supports 

Another 45% of people say this helps them feel connected to a brand. Having a personal story and a shared cause others can relate to works to your benefit.

Participate in Relevant Conversations

Forty-four percent of consumers agree. A brand that participates in relevant conversations creates relationships. PRDaily has several suggestions on how to do this.

• Join a conversation already in progress and use “entry points” to keep the conversation going. An example they provided suggests you reply, “We disagree. What about X? Have you considered this?”

• Ask thought-provoking questions like “What do you think the future holds for X?”

Highlight Industry or Category Trends 

This tactic presents you as a possible thought leader in your field. In fact, according to MarketingCharts, 40% of consumers say it helps them connect with a brand. It shows you want to do more than sell them a product or a service. It makes them see you are interested in what is happening to them right now and perhaps can offer a solution.

Create Strong Online Communities 

Creating an online forum about your products, services, etc. can take your brand to a new level. Thirty-nine percent of consumers appreciate this. Most buyers like to do their research before they even think about purchasing an item. In 2016, 47% of buyers “3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016). Imagine those numbers today! Having your own online resources (online community, information on a website or social media, etc.) can only add to your credibility.

Invite User-Generated Content 

Another 39% also respond to this. It’s their opportunity to share what they know about your brand! It also creates credibility. “Referrals are one of the cheapest and fastest ways to expand your customer base” (adweek.com) Stackla refers to it as “humanizing” a brand, and they provide some startling statistics to back it up.

• 45% of people will unfollow a brand if they do too much self-promotion. (Venngage)

• UGC posts shared to social channels see a 28% higher engagement rate than standard brand posts. (SocialToaster)

• Social campaigns that incorporate UGC see a 50% lift in engagement. (Salesforce)

The bottom line? Well, there are several. Listen to your base. Present your authentic self. Share your story and engage on multiple platforms, but also share their stories, too. Make your Personal Brand one that makes all feel welcomed and heard.

THE BOTTOM LINE

Make your Personal Brand one that makes all feel welcomed and heard.