This topic has been on my mind for years. I have been steering content managers to take a more human approach when it comes to generating content for social media. Of course, these content managers (mostly) do not have a marketing degree. Most of them are the owners’ wives (yes, gender stereotyping), the personal assistant or someone in sales who suddenly was given a new unpaid role. Sadly, it goes to the so-called young person because s/he is tech-savvy.

SPOILER ALERT: You do not need a young person doing your social media. You need someone who can write.

During this time of COVID-19, people have a deep desire to connect. It could be a phone call or screaming “hello” to the neighbours. I have been running daily marketing webinars to support businesses. It was amazing how many business owners attend just to connect with people outside their homes (especially during SA Lockdown).

Human connection is strengthened during traumatic events. My partner and I were in a horrid 4x4 accident in Namibia over 2 years ago. We could have easily become angry or even resentful during that time that we were stuck in the middle of nowhere. Instead, the experience brought us closer and solidified our relationship. We are now happily married.

The human connections in your business will solidify and create your champions. 

Let’s get back to how we develop connections through marketing. I know this might feel unauthentic if you are not this kind of person but right now, in business, we need to hustle with all the skills:

Re-connection

How often do you reconnect with your current or past clients? I often pick up the phone and call each one – just to find out how they are. No selling. We may chat about business or life events. Either way, a deep connection is made every time we talk.

It is your time to shine

It is time to put you at the forefront of your business. Show your face! Connecting with your audience through video (especially Live) will help people experience your in-store friendliness from the comfort of their home. Don’t worry that you may not have the right equipment or you haven’t received camera lessons – just do it. The more video content you produce, the easier it will get. Personally, I don’t mind seeing those imperfect moments. It makes the experience a lot more human. There is a Cape Town-based wine journalist, @capewinelover who recently started doing live wine tastings every night at 6pm. He has now created a rapport with his audience as well as wine estates that will last beyond lockdown.

Get personal

Open your content up to include stories of your personal experience. It needs to be relevant to the business otherwise it is just another story. Talk about why you started this business, what problem did you want to solve and what has the impact been?

Soften your tone

Social media is social by nature. The words and tone we use here need to be softer and more conversational. It should still be on-brand – just a little more inviting.

No hard-selling

If we assume that everyone knows what they want and values freedom of choice, then hard selling will never work. In fact, it is a turn-off and can make a customer sceptical. Why are you trying so hard?

No jargon

The days of confusing people with fancy jargon are over. People have a thirst of knowledge but more so, understanding. Talk to your audience about your products or services as if you are explaining it to your grandmother. You wouldn’t want to confuse Gran, would you?

Focus on experience

There are many ways businesses can still use social media without hard selling. My favourite way is focusing on experience. I know that the tourism industry has taken a huge knock this quarter but there is no reason to stop your marketing. You can still post virtual experiences, showcase tours that you have done or ask people to share their favourite holiday destination or activity.

Create relatable content

Your social media strategy should always remind you to create relatable content. Think about what your business does and match what you think your audience wants to hear right now. Rouge Day Spa in Kenilworth and Constantia started creating content around home treatments, for example how to do a Gelish soak-off. This is smart because even though their customers will now know how to DIY-it, most of them will still book a treatment post-lockdown.

The main point I want you to remember: This is not the time to stop marketing. Do not disappear from existence. You need to stay on top of people’s minds when the curtain is lifted again. This is the time to connect with our future champions in the closest human way possible. 

All these tips I have been sharing for the last 10 years of digital marketing. It is now imperative that we implement these in our digital strategy going forward.  

Join the #RideTheWave movement on Facebook to connect to a business community of survivors.

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Original post > Afsana Khan