Being able to understand and connect with your audience is very crucial. In fact, 91% of B2B marketers establish and build a community using content and social media marketing. Your goal is to begin new customer relationships, maintain your existing ones, and listen/respond to consumers. In doing this, you are establishing trust and understanding while expanding your social reach. You may not think people will be listening, but by putting yourself out there and joining the conversation, your audience will be paying attention. In order to create positive consumer engagement, you need to connect with them on an emotional level by using valuable content. We have a few tips to help you through the process:

Directly Speak to Your Customer

The voice that you have developed and maintained for your brand is what you will use when posting content and communicating on social media. Your social channels are viewed as personal for your audience, so don’t try to speak to everyone at once; try to speak to one—your buyer persona.

As you probably already know, consumers give important feedback about your company and its products and services. Interact with your customers online the same way you would in person. Think about this when you’re talking to them. One-on-one communication is much more intimate than trying to speak to an entire audience at once.

Develop Unique Insights

Uniqueness is highly valued, and your consumers love to see you provide something that they can’t get anywhere else. In fact, they’ll be more likely to keep coming back and tell others about what your company is offering. Especially if one of the things you’re offering is free insights. Forget about trying to mimic your competition and focus your efforts on brand new topics that no one else is talking about. Give your own unique perspective and show your customers the value you can offer them.

Use Humor, Compassion, and Empathy

Emotions are a very powerful thing. Having the ability to make someone smile or frown displays a huge emotional bond. This is the kind of bond you want to cultivate with your audience. When you begin writing to your consumers, remember that this is an opportunity to connect with them. Don’t be afraid to crack a few jokes or talk about an issue you’re experiencing.

Another great way to develop an emotional bond is to showcase the volunteer work that your company has done and is passionate about. Consumers love to see how businesses are helping in their communities and what causes they are contributing to. You want your audience to see that your company is full of real people they can relate to and engage with.

Creating a long-lasting relationship with your audience is very important. Use these tips and tricks to help you connect with your consumers on an emotional level—let us know what worked for you!