3 Effective Ways to Deepen Your Connection with Your Audience
As lifelong learners and entrepreneurs who are consistently working toward developing an extraordinary brand experience for our clients, we here at TBE find ourselves regularly consuming podcasts, digital media, books and articles on a variety of marketing topics. Many, if not all, of the marketing experts we listen to share the same standpoint: connecting with your audience online through social media, visual content, and digital storytelling is the bedrock of building a sustainable, consistent brand. What we haven’t heard many of these experts talk about until recently, is the value of in-person events and experiences.
I, FOR ONE, BELIEVE THE MARKETING PENDULUM IS SWINGING BACK IN THE DIRECTION OF IN-PERSON, FACE-TO-FACE, PERSONALIZED INTERACTIONS.
Why? Because the advancement of technology has created an incredible opportunity for anyone with a dream, a laptop, and a bit of tenacity to build a business from anywhere in the world. This opportunity has saturated our feeds with courses and content and information so robust that our brains go into information overload every time we pop on Facebook, YouTube, Twitter (insert social-media-content-sharing-platform-of-your-choice here — you get the idea).
For all of these reasons and so many more, the first effective way to deepen your connection with your audience we’d like to share is:
ATTEND OR CREATE AN IN-PERSON GATHERING WITH THE INTENTION TO FORM GENUINE IRL CONNECTIONS WITH PEOPLE WHO COULD BENEFIT FROM YOUR SERVICES
If you’ve spent any length of time perusing our blog, or ever attended one of our workshops, you’ve probably heard me say, events are like incubators for connection. And, when those events are in person rather than through a computer screen, the relationships that are formed are stronger and last longer and are more powerful than ever.
>> You don’t have to spend thousands of dollars to host a live event to create an in-person connection. Drop in on a free event in your local area. Reach out to someone in your community you’re genuinely interested in getting to know better and invite them for coffee. And, heck, don’t forget to be open to sharing and connecting with people when you’re out and about, in line at the grocery store, perusing the farmers market, or ordering your morning latte.
Now, let’s swing the pendulum back in the other direction for a minute: what about all those ways to connect with your audience online? These online connections often serve as a catalyst for in-person interactions. But with so much noise, how do you cut through and create a digital handshake that leads to more?
CHOOSE TO POUR YOUR ENERGY INTO ONLINE PLATFORMS THAT NATURALLY LEAD TO CONNECTIONS WITH THE AUDIENCE YOU MOST WANT TO SERVE
>> If you’re a maker or boutique retailer and you have lots of product to share and showcase, choose a platform like Instagram to share that imagery creatively. Be sure to pair that image with a caption that connects. Share a story of how it was made, what was the inspiration behind it, how it makes you feel when you wear it. If you’re offering consulting or coaching services to professionals, use LinkedIn as a platform to connect. Is what your sharing of value to folks that are reading it? What are they looking for on each platform … is it inspiration, motivation, tips and resources? Create what they are looking for, and they will find you. These notes may sound obvious, but when you show up in the place where your audience already is, it makes the connection points a whole lot easier to access.
ONCE YOU’VE BEGUN TO POST CONTENT ON THE BEST ALIGNED PLATFORM CONSISTENTLY, FOCUS ON STARTING CONVERSATIONS JUST AS YOU WOULD IRL
>> Comment, like and share other people’s posts. Slide into their DMs with a personalized message to share how their experience has shaped your own or helped you in some way. This is where the law of reciprocity kicks in. People naturally want to help people, leading to more in-depth conversation, and often unexpected opportunities.
Here’s the thing, when you listen and respond to people in your community be that IRL or online, something profound happens.
People remember you. They warm to you. And they want to keep you in their life — by whatever means necessary, which translates to more highly qualified client conversions, word-of-mouth referrals, and a dedicated following of true fans. Or, in other words, the opportunity to create the kind of meaning and impact you desire.