Your online presence is key to your success, but what exactly should your presence be? For generations, a key value in business was maintaining professionalism, but something has changed recently in the relationship between company and customer. This is evident in social media interactions between brands and audiences.
It’s hard to ignore the brands that have gone viral for their messaging online. For example, Wendy’s was one of the first to experiment with a casual, joking, and seemingly anti-professional tone on social media. The brand insulted other brands in jest on their Twitter account, and the social media managers were celebrated as marketing geniuses.
Of course, experimentations of this kind are very risky. Let’s break down why this trend of brand personalities could be beneficial or detrimental for your brand.
Making a Personal Connection
Verbal jabs between companies can bring personality to your brand, but not all good marketing ideas consist of insulting other brands. You can still be fun, witty, and highly personal in your messaging to break down the walls of traditional professionalism. One example is Spotify, who poked fun of outliers in their data, such as that one person who played Justin Bieber’s “Sorry” 42 times on Valentine’s Day.
Customers generally enjoy when companies take the time to personalize their message. Your brand will shine when you prove that you know your audience. Spotify did this in a highly engaging and untraditional way, and it paid off.
However, your customers also have certain values and privacy concerns. Even the companies that provide the platforms for customer interactions, like Facebook and Google, have come under fire for how they utilize their users’ data. There is a fine line of going too far in targeted messaging and it can result in backlash. If you choose to personalize your messaging using customer data, make sure you aren’t being unethical in your tactics.
Staying Socially Aware
Companies and brands often have to face this difficult question: Should you be bold and outspoken about current events, or should you take a back seat and focus on your products and services?
We’ve seen companies make public statements like these and sometimes it backfires. If done well, your company can build its reputation, go viral, and gain many new customers. If done poorly, however, your company may take a hard hit. This decision may seem like a gamble, but you can increase your odds of success if you consider some key factors:
- Is there a trusted third party you can run your messaging by?
- Can you choose which issues to react to relative to your brand?
- Would your messaging be genuine, or are you following trends?
- Will staying silent make you stand out?
Ultimately, your choice should be based on sincere intentions and brand values, and not on social pressure and/or short-term gains.
Being the Face of Your Brand
Many companies rely on a logo to be the first thing that comes to their customer’s mind. While this is by no means a bad strategy, customers can feel distanced from your brand if your company is consistently professional and limits messaging to your product.
It has benefitted many other companies, especially small businesses, when founders and team members show their face and build out the personality of the company. For instance, team member spotlights shared on your blog and social media and handwritten snail mail marketing are effective ways to give your company a face beyond your logo.
However, you will need to make sure that the “face” you’re showing is one that aligns with your values and makes customers want to connect with your brand. Pick your most outgoing team members to appear in video content and repurpose online reviews about positive customer experiences. Additionally, you’ll want to make sure your own team members reflect company values in their individual online and social media personas.
Taking Risk with Real-Time Response
You should always play to your strengths when considering your marketing options. Giving your brand more personality that’s aligned with your values will pay off. When launched into new campaigns, however, it’s always a good idea to rely on tools that can help you read between the lines of engagement and respond in real-time if needed.
Telio’s Review Monitoring and Reputation Management software allows you to become your own reputation manager to ensure your one-of-a-kind story is told. The interactive 5-star rating system allows your customers to generate new reviews with ease. They can leave ratings, comments, and their names directly on your website, and you will be able to proactively seek feedback about your products or services.
With Telio, you gain the ability to not only display reviews on your website, but also analyze and understand the analytics behind the platforms to see how your business or practice fairs on each. That’s how brands can stay smart about taking a calculated risk in new or experimental messaging.
To learn more about Telio and our services, contact us here or call (267) 544-7244.