15 Sep Is my marketing stale? How to humanize your automation
Automation can be a multi-tasking marketer’s best friend. It frees you from spending too much of your precious time on predictable and routine tasks. But when you start to automate your social media posts, newsletters, and follow-ups…your messages can start to come across as inhumane and robotic.
Here’s the thing with automation: You shouldn’t strive for efficiency over having a genuine connection with your audience. Larger companies usually tackle this issue by hiring someone to respond to their customers and prospects in real time, but you and I both know you can’t spend all of your precious hours staring at a feed. Luckily, adding some life to your automation is easier than it sounds. And you’ll be left with plenty of time to take care of the emotional and creative stuff, like building relationships and solving higher-level problems.
Yeah, you really can have it all.
Relatable brands have personalities
You can be professional, educational, and technical without being boring; and it all comes down to the words you use. Jargon tends to be off-putting, so focus on using the language your audience does and let your personality shine through. When you automate things in advance, be sure to take the time to emphasize your brand’s voice and make the copy seem as personal and timely as possible.
And you can be personal without coming across as inauthentic. The last thing you want to do is look like the brand that comes across like this:
When you’re focused on your brand’s personality, sense of humor, and values, you can position entire campaigns around those traits. As for the content itself, showing off your team is a great way to start. Show off the faces and culture behind your brand because it’s much easier to connect with people than an entity.
Relatable brands are responsive
Relatable brands are the ones that interact with their audiences and the environment surrounding them. Automation shouldn’t just be a “set it and forget it” situation because following up is how you make those valuable connections.
Technology makes it incredibly easy for your audience to reach you directly, and if they do, it’s your job to show that you’re listening. This is your chance to show that you’re approachable and willing to help followers learn and share ideas. Something as simple as sharing a customer success story can add a moment of delight to someone’s day while making your content-creating process a little easier. It’s a win-win.
Relatable brands are passionate
Your audience is yours for a reason. Connections are often based on shared interests, so it’s important that you’re passionate about what your brand actually does. Then, build on that and offer insight that’s genuinely helpful. This is the difference between focusing on making a sale and focusing on offering resources. This kind of authenticity can’t be faked, and when you pull it off, people will seek you out as a source of information, entertainment….or sometimes even both.
The key is to keep your inbound marketing focused on what benefits your audience. When you’re working on automated messaging, it’s all about keeping the value at the forefront of your mind and keep the KPIs working in the background. Your campaigns should be part of a bigger picture that ties back to your brand’s values and encourages your audience to join your conversations.
Relatable brands are imperfect
They’re just like the people who run them. You’re probably going to run into some mistakes as you start to automate more of your marketing. Own up to them, apologize when necessary, and move on.
Relatable brands are imperfect, but the important thing is how brands respond to those imperfections. Apologizing, thanking, and speaking your mind are all important aspects of having a transparent and trustworthy presence. Sometimes, that even means putting our goals on the back burner and doubling down on our humanity. Create for the customer, not the conversion.
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