Let us start off by saying that we consider the rise of the internet celebrity to be blasé. Some of their motivations, lifestyles and morals are questionable. Now that we have that out of the way, there is something interesting about influencers to us. It's the way they approach their audiences. And businesses would be smart to take notice of some of the core aspects that make them successful.
You get the same email every day. The sender might be different each time, but it's always the same email. They are trying to sell you something. Sure, they are professional and carefully written. But it never feels like there is a real person talking to you. Influencers on the other hand don't approach their audiences in the same way. They speak genuinely and authentically.
“Is your company speaking to your potential customers through an overly professional filter? Is it because that's who you are or are you doing it out of an unspoken obligation?”
To be clear, we are not just talking about sales emails here. Your website content, your social media, even your ads... All of it should use a voice that, yes, fits your business, but more importantly engages your prospects in a personal and conversational way.
There are times where it doesn't feel great to have someone trying to sell you something. Unless they are a great salesperson, usually we are all thinking the same thing... Our time would be better spent somewhere else. It's because you're not getting anything out of a pitch. That's part of the magic of influencers. They aren't selling anything. They are providing rich, entertaining and sometimes educational content. It's almost like getting a gift. It's something tangible you can use, and you didn't have to pay for it.
As businesses, we don't have the choice not to sell. But we don't always have to be so direct about it. We can provide real value to our potential clients and customers in the same way. We can ensure that even if a prospect doesn't buy, they can walk away with something that enriches, educates or entertains them. And that leaves a strong impression that can get you noticed. Someone doesn't buy, that's not good, but they could spread your content to others who might. Not many people are going to share your standard commercial or ad. But throw something extra in there that people can enjoy and now you have content that appeals more strongly to your potential customers and a wider audience in general.
The topical enthusiasm with which many internet celebrities speak with their audience is infectious. They really care about the subject matter they cover. Even if it's within a subject you have little interest in, sometimes you can't help but continue to watch. It's the way they effortlessly display the deep knowledge, real world experience and passion with their voice and content.
Many organizations already understand passion is necessary to win new customers, but not to the level of the most popular influencers. We've seen and heard the phrase "we're passionate about what we do" used by so many businesses, but we haven't seen that reflected in their content. It's one thing to say it, it's another to actually show it.
And how do you do that? With amazing content: better videos, more visually appealing 1-pagers, entertaining presentations... the list goes on.
To stay relevant in today's culture, we believe businesses are going to need to transform to be more likeable to their potential clients and customers. There's no need to shut the door on professionalism. However, if your organization isn't going to go the extra mile to show your customers that you're real people who have something to give and are enthusiastic about it, at some point soon one of your competitors will... The goal is to get people excited to look at your brand and customers to be proud that they do business with you.
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