Trust is the barometer of life. The challenge that we face everyday is the fact that each individual online that we try to market to builds an invisible wall in front of them. It’s up to us, not to tear it down, but to get them to open the door to our marketing. After all, relationships are the new currency in business.
Relationship marketing is P2P. People to people. Forget about B2B these days because the company can be represented by a single individual. Steve Jobs was to Apple what Larry Page was for Google. People want to see individuals, because the personality of selling still exists. The face that supports the company, the flesh and bones human.
That’s why it’s important for you to adopt a relationship idea with your marketing strategy. I’m not knocking these Digital marketing strategists because that worked, but there’s more trust formed when a company builds a relationship with the person or allows the consumer to assume the idea of attachment with their brand.
That’s the answer to your question to building relationships with people when you have a massive following on social. You’ve probably wondered how you’re going to have time to build relationships with each and every person that follows you in order for you to succeed.
That’s just not going to happen. However, the attachment theory allows them to get to know you.
Let me explain.
There was a study done on infants that became attached to individuals who were sensitive and responsive in social interactions with them, and who remain as consistent caregivers. In a sense, this attachment theory allows you to consistently become the caregiver (content creator) to the follower (infant) on a daily basis. They will get to know you and therefore become trusting of what you have to say because of your consistency in trustworthy content and content curation.
Would our content speak more loudly if these people knew who we were and what we stood for?
I recommend reaching out to as many people as you can while in business. You will reach the one’s that want to be reached with attachment.
From a different perspective this could be misconstrued as very impersonal and something people shouldn’t actively engage in or strategize for, but the fact is, you’re not going to be able to make the personal connection with everyone. At least this way, you can bring yourself to them for the idea of attachment. Just don’t fall into the pitfalls of everyone else.
Don’t be a “Me Too” business. Going with the flow and being moderate is what people are used to. In order to start the relationship you need, step outside of the box with unique and original content and social strategy. Be someone who carries their brand on their shoulders differently than other people do it.
Social is changing and so are the methods used to grab attention and trust on these platforms. People are getting wise to the strong marketing tricks that yesterdays hero’s were doing.
The difference is being personal with people. As you have probably guessed, most larger brands won’t respond to regular people like you and I, and we can stand out and be different by responding to people and their questions.
Being different is what makes people and their businesses stand out. I know I don’t have to preach too loudly to you about this. All we hear is “Be Authentic” and “Be Original” and yet, some of these preachers wander in circles, not practicing what they’re “preaching” to everyone…do as I say, not as I do, but you can tell when a company has stepped it up and tried to do something different with their brand.
Stone Temple Consulting has a great example of this with their coming out with the “Stone Temple Cat’s” posts for the #Caturday curation. See below:
In The End It’s About You
Don’t get me wrong, it’s about the customer/follower, but if you’re shoulders aren’t strong enough to hoist these people to new horizons by enlightening them on new ways to branch out of their dark, hollow box, then you’re business will not succeed. It all starts with you and your ideals. Remember there’s no “I” in customer, but there’s two in relationships…one for you and one for me, and the “I’s” have it.
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