Richard Evans of Silverpop introduces the 'mocial' world and explains why marketers need to ensure their campaigns have an authentic, human voice
Engagement between customers and brands has grown ever-more complex. A variety of channels allows multiple routes of interaction for brands, and mobile, social and email has created a 'mocial' world. However, these routes also offer increased challenges due to the sheer number of channels that can and are used by the public.
Campaigns must effectively bridge the gap and link all of these channels to create a fully integrated marketing strategy. For example, targeted and timely email can be used to boost sales with an established customer base. This can also drive loyalty by providing relevant and informative content to the customer. Social networks can then encourage these loyal customers to share the message to a huge database of friends and family. And mobile technology also allows these users to do this on the move, in a more personal space, on their own terms. This access to a user’s personal network and lifestyle requires a change in tactics by marketers. Content can no longer be created and packaged for the mass market, full of sales and marketing jargon – it must be personalised and tailored for each recipient. If not, customers will disengage with the brand, potentially for good. Because of this, marketers need to turn their attention to their ‘style’ and ‘voice’.
So how should marketers avoid turning their customers off?
For marketers wanting to add a human touch to their communications, something as obvious as making email copy more conversational and friendly is a great place to start. Consumers don’t want to be talked down to or advertised at. With social media channels in particular, it is expected that business communications are transparent and friendly. If not, it is all too easy for unhappy customers to vent their anger and disappointment on social networks and blogs, creating a backlash against a brand. In emails, don’t constantly sell. Instead, send emails that are designed to entertain and inform, or with targeted offers that consumers will want to receive. Decisions on purchases are often based on the relationship with the brand as much as the price or offer involved, and personalising helpful information can edge you in front of the competition.
Email design can play as much a part in creating these good impressions as email copy. If the email looks too formal or corporate, the reader won’t be interested. Create emails that aren’t cluttered, and are short but sweet. This will increase readability, and when being on a mobile device will also appear correctly on the screen. Nothing is more annoying to a recipient if the email is poorly displayed and unreadable, and will create bad feeling towards the brand.
Another method for humanising marketing materials is to give your business a human face. Automated messages don’t have to feel automated. Personally written responses can never be financially viable - all that is needed is the impression that it is a personal response.
Customers will warm to a company if they feel they are talking to a real person, so including a member of the sales or customer service team – whether by image or just by name – can greatly improve a customer’s feeling towards your messages. Not surprisingly, many people are tiring of the use of automated messages, and appreciate having (at least the impression of) someone real at the other end. Customer reviews provide an added human touch alongside the brand voice. Knowing that other people have had success with your brand can be the final assurance customers need before purchasing, so testimonials can be instrumental in bringing in sales.
To further personalisation within emails, placing video is an excellent way to increase the ‘human’ aspect of your communications. Whether with videos uploaded by fellow users, or entertaining videos that show off a brand, there can be no doubt that this will improve the relationship between a business and its customers.
Encouraging social sharing of your emails goes hand in hand with personalisation. You’ll know your business is on the right track when customers and recipients of your messages begin sharing the content. Having a friend recommend a service or product is one of the best ways to secure new customers, as it has come from a truly trusted source. By humanising your content, you greatly increase the chances of your emails and messages being shared, and therefore increasing your potential customer base. Emails can be produced and shaped so that their purpose is solely for sharing. Instead of just placing social links on content that lack substance, provide an email that is short, sharp and interesting and built around the sharing concept. This way, it is much more likely to be spread among your target audience.
Creating a personality and core values for your business are also logical steps that can be translated into your marketing communications. For example, what would your brand’s favourite film, band or pastime be? Answering these questions allows you to gauge your brand’s personality, which should then be incorporated into your messaging. Taking the time to analyse what you want your brand to stand for and injecting this into messages significantly increases the customer’s desire to listen. Personality not only makes a brand memorable and provides stability in a crowded marketplace, but also creates a connection with those that you are trying to engage with.
The benefits of such personalisation cannot be underestimated. Marketing activities are reaching further into individual’s lives than ever before through advances in technology. This is both a great advantage for marketers, and a potential pitfall. Yes, there are new and exciting marketing channels to exploit, but this must be done with care and attention. Effective customer engagement only comes, when a business has taken the time to understand them. How do they like to be contacted? When? And by what means? These are all questions that must be explored before marketers can even think of engaging with customers. But this interaction brings what all brands strive for – sales, engagement and awareness.
Richard Evans, Director of Marketing – EMEA, Silverpop
www.silverpop.com/