by Anya Gully | Nov 07, 2019
6 ways to differentiate your brand online
We don't build a brand by selling something. We build a brand by being something and letting that culture shape the way we behave and communicate. But, to build trust and connect with our audience, we must stand out from the noise and make ourselves personal and relatable. Here are six ways to do just that.
Think about your own personal online user experience. In a world full of political correctness, we would rather support a brand for their values and goals rather than support a brand that stands for nothing.
That’s why we have to keep in mind that we’re not marketing to numbers, we’re marketing to humans. So how do we take friction out of our sales and marketing process, connect with people and shrink the online distance? DPR&Co shares our top tips to break through the online noise.
6 ways to differentiate your brand online
1. Tell your story
Your audience’s primary concern is not how impressive you are – it’s how you can make their life better. No one wants to be sold to. We want to listen to stories, and the same goes for advertising or digital publishing.
Your story should prove that you have the expertise they need. Your customers will think your “what” is quite boring, instead, you should focus on telling about your “why” and “how”.
“For us as marketers, in the world of fake-news, inundation and lack of trust, I will argue that people will buy from people they relate to.” – Brian Fanzo, keynote speaker and founder of @isocialfanz
2. Be Relatable
Being able to relate with a brand helps shrink the trust gap and positions businesses to create more meaningful engagements. Brand presence in the digital world shouldn't only match the personalities of the people operating your brand but also match the conversations we have offline.
You should adjust your tone and approach to the people reading the content and stick to it – because consistency leads to reliability, and reliability leads to trust, and trustworthy brands always stand out.
3. Celebrate those who share
Active social listening is one of the most important items in any social media plan – but we have to do more than simply listen and place people into our own persona boxes.
We need to have an open two-way conversation to find out what's important to our readers and the ways we can help make their lives better. Dig into engagement metrics such as comments and shares, they can offer far more insight into how much attention is being paid. And most important: Remember to always answer posts and celebrate those who share and engage on social media.
4. Talk with (not at) your community
There is a lot to win when talking to your community. Speaking directly to them about the challenges they’re facing will guide them closer to what they need.
Your customers are people, with needs and opinions. Make the content more personal by using words like 'we', 'us' and 'together' and engage in conversations with them. And finally, make sure that whatever you’re doing is ridiculously helpful, since your community contains the future of business.
5. Say it in a video
Last but not at all the least, video marketing is on every marketer’s tongue right now. In a digital world, this is the content most close to real life. Plus, a video receives 6 times more interactions than regular pictures.
This is definitely the way to go if you want to grab your audience’s attention. And the rule is simple: write less, say more. Adding a video to your content not only helps grab a user’s attention but also tell your story, which allows people to better understand what they’re consuming. Remember to keep it short, sweet and to the point – and find ways to have fun with it.
We should all start treating our audience as the hero of the story, connect with them in a way that genuinely offers them value, and keep track of the time they spend consuming your content. Remember to let your personality shine through the screen and stay consistent.
When you speak to people the way the want to be spoken to, you’ll be able to conquer the noise on social media. And hey: Don’t be boring. Create content that is human, visual, concise and optimised, and you’ll be on your way to creating success.
Want to learn more about how you can create content that helps differentiate your company and reach out the right people? Download our content marketing starting kit by clicking the button below.