Why Brands Need to Be Personal in 2017

Consumers no longer want a brand entirely focused on getting the sale. Or to put it bluntly, they want relationships, not just products. And many consumers also want their preferred brands to have a social conscious, which means actively doing something good for the planet or the people living on it. What does all of this mean for marketers? It means brands must be personal and relative to consumers in a way that’s warm, inviting, and purposeful. Here are some reasons why personal equals a better return-on-investment (ROI) and increased online visibility in 2017.
It’s What Consumers Expect

Millennials love purpose-driven marketing, but they’re not alone. According to one estimate, 40 percent of consumers want purposeful brands. And more than 90 percent of consumers would switch brands if a competitor were to support a cause they believe in. And it’s a trend that knows no boundaries. Another survey suggests more than half of all global online consumers feel the same way. Breaking the stats down even further, women tend to be more purpose-driven with brand preferences than men. However, calculated purchase decisions are not largely affected by demographics.
Customer Retention Is Increased

Not surprisingly, customers are more likely to keep coming back to a brand that shares their values. These same customers are also more likely to encourage their friends to check out those brands. And they’re just as likely to leave positive feedback and mention purchases from those businesses in their social media posts. It’s a domino effect that can do wonders for brand visibility and reputation.
Google Likes Interactions

Google likes content that customers actually care about. Relevance is determined by many factors, with many aspects centered around how consumers are interacting with various brands online. For instance, Google rewards brands with many active social media followers. They also look at how many people are commenting and sharing what they view. All of these interactions are viewed as evidence of relevance, which translates into better online visibility.
Customers Are Equally Motivated by Relevance

Sure, some customers are attracted by a lower price or a special deal, but this isn’t what encourages brand loyalty. People respond to what’s relevant and personally important to them. They also actively seek out content from a brand they feel relates to their needs, attitudes, and values. Using social media alone, 60 percent of consumers actively interact with their preferred brands. Of course, social media posts can easily include links back to a brand’s website, blog, or other source of online content—and that means more opportunities for interactions! Get the picture?
Consumers Reward Brands They Feel Personally Connected To

Once a brand has a consumer on their side, they are rewarded with more purchases. In fact, nearly 50 percent of consumers will buy more from brands who personalize their shopping experience. For marketers, this means more incentive to create an engaging brand experience. Fortunately, most consumers who develop their brand connections online leave plenty of data behind. This allows other businesses (and the marketers and content writers who help with their messaging) to successfully engage their own customers.
It Levels the Playing Field for Smaller Brands

Brands don’t have to be giants like Disney, Ford, or Coca-Cola to establish a personal connection with consumers. A huge, multi-million dollar marketing campaign is no longer necessary to connect personally with consumers. Content that connects with customers in a personal way can easily be distributed online. Because of all the methods of content distribution available today, particularly with social media, both smaller and larger businesses can successfully display some personality behind their messaging. Consider a handful of ways a brand can establish a human connection:

    Connecting with influencers (people within your niche who have some credibility with followers)
    Staying active on social platforms
    Distributing useful, informative content
    Actively responding to customer comments in real-time
    Sending out emails with very specific offers based on customer preferences

Transforming a business into a brand that engages with consumers personally is an ongoing process that involves constant communication. Telling a story with content rather than just making a sales pitch is key. As with other aspects of marketing, content is always going to play a big role. For instance, brands using a common style or tone throughout their content are often more successful at connecting with consumers. Why? Because branding is all about creating emotions and encouraging mutually beneficial (and interactive) relationships.

If you need some help producing meaningful and consistent content for your brand, the team at ContentWriters is always here to help. We have a staff of dedicated and diverse writers who bring fresh, unique ideas and perspectives to the content they produce.