When we work with businesses to develop inbound marketing strategies, there is one thing we always recommend: humanize the brand. There are so many reasons to give your brand a face by getting employees involved and publishing content under their names. It doesn’t matter how compelling the argument is, though. Many brands still have hesitations.
Here are some of the concerns we frequently hear:
These are all perfectly valid. Trusting someone to represent your brand can be a little scary, even if they’re one of the most dedicated and knowledgeable people on your team. You’ll certainly want to have contingency plans in place for handling different situations and ensure your participating employees have adequate training and support to be successful.
But consider this—for every reason not to do it, there’s a good reason to do it:
If I haven’t convinced you to let your employees run rampant on the Internet (kidding!), here are some ways to bring some of that human touch into your brand’s online presence. It can be done in ways big and small.
These shifts in how consumers prefer to communicate aren’t going away anytime soon, and if brands think they can start to hang out online where their buyer personas hang out, then they need to leverage the strong voice and relationship-building abilities of their employees rather than trying to engage while hiding behind a logo. Consumers are smarter than that and demand more.
I’d love to hear other ideas on this topic, especially from those who had to overcome the fears I mentioned at the beginning of this post. What companies do you think are doing a good job of humanizing and letting employees be the brand voice? Leave a comment!
photo credit: alexbrn
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