As a marketing professional, it is important to establish a community of customers online. Putting your brand out there and making conversation allows you to foster and nurture relationships with your customers. This is essential for building trust and social reach. You can do this in a number of ways which we will discuss in this article. 

Getting to Know You, Getting to Know All About You 

When you’re creating a content marketing strategy, try not to focus solely on lead tracking and sales numbers. Do focus on engaging your customers with valued content that offers solutions to their problems and answers to their questions. Focus on serving the customer, not on serving your bottom line. 

The first thing you’ll want to do is get to know your target audience and find out what they talk about and what questions they’re asking. The best way to do this is to survey your customers and create buyer personas to fully understand their motivations and goals. 

Remember, emotions are at the heart of most sales. Emotions drive sales, so finding out what emotion fits your audience is key to building your brand and increasing your sales. When you connect with your audience on an emotional level with content that they can use to better their lives, you’ll create a positive relationship with them that may last for years and lead to referrals. 

Speak Their Language 

You don’t want to show off your industry jargon or write as if you’re a feature writer for The New Yorker. After all, no one likes a snob. The key to good content is to be clear, concise, helpful, and friendly. Speaking in everyday terms is far more effective than using multisyllabic words from your thesaurus. You’ll want to speak in a way that touches or attracts everyone, but especially your target audience. You’ll want to get personal as if you’re speaking one-on-one with them. Always keep your target audience in mind when writing content and work on developing a voice with which they can connect. 

Make Them Laugh 

Adding humor to your blog articles and social media posts can help lighten the mood. As we mentioned before, emotions are powerful drivers for sales. So, making your customer smile is tapping into one of the greatest emotions. Making someone laugh brings happiness, and it will make your brand unforgettable.  

Inside jokes between you and your customers makes them feel a part of something, and it builds a deeper connection with your customer. You could also share a comical story about an experience you had with a product or service. The customer may relate to that experience. When you get their attention using humor, you can explain how you solved your problem. Humor sharpens your audience’s focus on your content. It gets their attention. 

Ask Questions Unique to Your Customer’s Needs 

Questions are an excellent way to engage your customers. It’s also a great opportunity to gain valuable insight and feedback from them. You could ask them about their experience with your company’s products or services. People also like to give their opinion about topics important to them and their needs. After giving them your opinion, ask them if they agree or disagree. Debates can be good for building community and getting to know your audience better. This is a great way to find new topics to fill your content calendar. 

Choose a Position 

Everyone likes a good debate, but when putting in your two cents, make sure to do so in a respectful way that weighs both sides. Be the expert for your field. Your target audience wants to see that from you.   

 When you back up your story’s main points with statistics, your customers feel the value of your content. Evidence goes a long way. That’s why testimonials are so powerful. Customer testimonials are evidence of your product’s value, so it’s a good idea to include them in your blog articles as well as your web content. When writing your articles, be objective and cite your sources. If you do this, you’ll become a trusted source of information for your audience. 

 Connecting with your customers can be an enjoyable experience and you may make a few friends and lifetime customers along the way. If you have tips that you’ve used to connect with your audience, please share them. We’d love to read them! 


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