With more and more B2B interactions taking place online in the era of digital marketing, it’s simple to become engaged in the chase of clicks and conversions. We analyze website traffic closely, examine lead-generating funnels, and work hard to make every step of the client journey as efficient as possible. Additionally, we leverage social media marketing to reach broader audiences and engage with potential clients on platforms where they are most active. But sometimes, just constantly focusing on the data, we might lose sight of the most crucial component, which is the personal connection.
At the end of the day, only people do business with people, even in the complex world of B2B sales, where decisions are made through lengthy evaluation procedures, committees, and budgets to engage potential customers with the brand. Social media marketing offers an excellent opportunity to fill this gap and showcase your company’s humanity to the outside world. By adding personality, honesty, and a hint of vulnerability to your social media presence, you can create trust, strengthen relationships, and eventually turn more leads into loyal customers.
Techniques to Humanize Your Brand with Social Media Marketing
Here are 8 strategies for using social media marketing to humanize your company and create more personal connections with possible customers –
1. Show Your Humorous Side
Laughing is a universal language, let’s accept it. One of the best ways to start a conversation with your audience is to share a humorous joke, meme, or interesting statement that can fit in with your brand voice and your targeted market. While creating content for your ideal client do consider what would make them laugh as they browsed around social media.
Example – The popular email marketing company Mailchimp has become known for its playful social media posts and unusual sense of humor. In an overcrowded market, they set apart due to their humorous tweets and interesting content.
2. Behind-the-Scenes
People are naturally interested in learning about a business’s internal operations. Allow your audience to gain insight into how your company operates internally. Introduce the team, show them pictures or videos from your office, or give them a virtual tour of your production line. This footage from behind the scenes connects your audience with the real people behind the brand and shows the passion that goes into your work.
Example – Buffer, a social media management tool service posts team-related images and narratives to Instagram. This humanizes the brand and enables new consumers to connect with the people behind the goods.
3. Understand the Power of Storytelling
Humans are very interested in storytelling. Use social media to communicate interesting narratives about your brand’s views, goals, and impact. Tell client success stories, promote employee accomplishments, or even create imaginative tales that allow them to relate to your brand on a personal level.
Example – The massive hotel chain Airbnb is a master at presenting stories on social media. They engage prospective clients on an emotional level by sharing heartwarming stories of extraordinary travel experiences that they have facilitated through their platform.
4. Establish Two-Way Communication
Engage your audience in conversation by answering messages, comments, and mentions on social media in a timely manner. Customize your answers to show that your company is made up of actual people who are interested in their opinions and concerns. Remember, social media is about building relationships, so take the time to listen to your audience and address their concerns.
Example – With social media listening tools, you can keep checks on discussions around your business or industry. Reply to important mentions even if they aren’t directly addressed to you. Putting your brand as an important asset requires thought leadership and an openness to interaction.
5. Celebrate Wins (Big and Small)
Social media is used not only to promote products but also to celebrate and acknowledge life’s small achievements and milestones. If you make your audience part of your celebration this will create a sense of community and allow them to feel like an important part of the brand. These small things make your audience engaged personally on social media and show off the human side of your brand.
Example – It’s easy for any B2B company to concentrate only on its financial effect when it acquires an important client. But it is equally important to post the news on social media, expressing gratitude to your staff and recognizing their efforts in closing the deal. This gives the accomplishment a human face and motivates your audience.
6. Respond to Negative Feedback
As we all know nobody is perfect. If you receive unfavorable feedback on social media, respond quickly and appropriately. Acknowledge the customer’s complaint, apologize if necessary, and detail the activities you propose to take to solve the problem. This demonstrates how dedicated you are to client satisfaction and builds confidence with your target audience.
Example – JetBlue, a flight company, is known for its great customer service on social media. They respond to client issues promptly and empathetically, working toward a solution that meets the customer’s needs.
7. Celebrate Your Employees
Social media is an excellent way to recognize and appreciate what they have achieved. Share birthday shout-outs, work anniversaries, or even team member achievements outside of work. This not only boosts employee morale but also shows potential clients that you value your team and foster a positive work environment.
Example – Zappos, the online shoe retailer, is famous for its company culture and its employees are a big part of that. They regularly feature employee stories and achievements on their social media channels.
8. Embrace Humor (When Appropriate)
Infuse your social media content with personality and humor to resonate with your audience on a deeper level. A well-timed joke or a funny meme can break the ice, make your content more relatable, and leave a lasting impression. However, it’s crucial to understand your audience and use humor appropriately.
Example – Slack, a popular workplace communication platform, uses witty tweets and humorous marketing campaigns to resonate with a younger demographic, fostering a sense of connection around the brand. This results in organic user growth and positive brand sentiment.
By putting all of these strategies into practice, Okko Global, a service provider company, can utilize social media marketing to humanize its brand, establish a more meaningful connection with potential B2B leads, and eventually generate high-quality leads for your company.
Also read: The 15 Best ABM Tools to Use in 2024