Web and Social Marketing is a Client Conversation

Clients who prefer small businesses expect a more personal touch.  Quality customer service obviously plays a large role in that but the personal story that stands behind the products, the company, and the people is often what’s missing.

A great web and social campaign is basically like a conversation with the company’s owner.  A company’s owner has passion and a knowledge of his or her clients and products at a deep level.  A small business marketing campaign simply has to capture that knowledge and energy and transfer the same personal feeling that one would get from that one-on-one conversation to a medium that is one-to-many.

There are a million ways to increase the personal touch.  Here are three:

  1. Use your name.  Tell people your name and use it in link structures – “Hear from Frank our Founder” for instance.
  2. Sell your history.  Tell people how you arrived where you are.  If you grew from a garage organization to what you are today, talk about it. If you escaped the corporate rat race to do what you love, shout about it!
  3. Talk about your favorite product.  If you have something that you sell that really gets your blood pumping (like building a community around a small business does for me), talk to people about it and why you love it.  You are the expert at your selection of products so speak with authority on them.

How do you communicate with your clients via the web to share that personal feeling of your small business?

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