Is digital impersonal? No way.

“Isn’t it difficult to connect on a personal level when you have an online business? I love to engage with my customers.“ 

I’m in the back of the room. One of my clients invited me to her book launch. She would host a workshop about building an online business during the same event. So here I am, listening to a fempreneur who clearly wants to deliver value to her customers. 

The question points out what I really believe in. The personal touch to your brand is crucial. But that does not mean that this personal touch and an online business can’t coexist… 

ONLINE VISIBILITY WITH YOUR BRAND 

Ever felt that the digital world blocks personal contact? Do you believe that you cannot serve customers online like you would offline? 

I understand, but please understand this: your time is limited. You can only use that time once. By including the digital world, it is possible for a larger group of people to get acquainted with you, even if you decide to deliver your services offline anyway. People like to get to know your brand, your vision on your profession, they like to find out what you do… and connect with your Brand Personality. 

 Know this: 

The idea that you have to make real life contact with customers to give them a personal experience is by definition NOT TRUE. 

WHY YOU NEED SOCIAL MEDIA (OR OTHER PLATFORMS)  

This is exactly why I do what I do. I firmly believe that you can convey that personal element to a wider group of people, yes, also digital. There may be people outside your offline network that may profit from your value (products, knowledge, and so on). Digital presence will simply help you expand your business and make sales easier. 

It won’t happen overnight, though. You need to do the work: become digitally visible (not just offline) beyond your website. Social media or content platforms allow you to do this.  

 This is where entrepreneurs fail: 

• Entrepreneurs don’t know how to show why they’re different. They don’t stand out through (online) marketing and stick to clichés. Consequently, they aren’t visible.  

• Entrepreneurs don’t consistently communicate (think of offering a lead magnet, email updates, social media posts).  
• Entrepreneurs are held back by a lack of time, lack of knowhow on communication or their own insecurity when it comes to being. ‘Who wants to hear from ME?!’ 
• Or… they don’t show the human side of their brand.  

However, the need for human contact does not disappear with digital. People like to buy from people. Not from institutions. 

SOCIAL MEDIA GIVES YOUR BRAND A ‘FACE’ 

Even if you sell products online (such as books, electronics or fashion) and you’re not personally involved with helping the customer, you can still create that personal touch.  

I personally LOVE how Hubspot adds that personal touch in their communication. Their style is personal, accessible and fun. If you haven’t checked them out, do so now. Lots to learn from them when it comes to marketing. 

You could, of course, choose an individual to become the face of your brand (if you’re a small business owner, that might be you personally). Apple had Steve Jobs. Chanel has been leaning on Karl Lagerfeld for years, and so has Fendi. Not to mention Karl has been his own brand for years. Even his cat, Choupette, has its own Instagram account. 

Could all these entrepreneurs (who have become brands themselves) maintain personal contact with everyone? No. Impossibly. Still, these individuals fascinate us. Documentaries, social media, the press… these people understand that media attention affects their success. 

The great thing is that we can control this ourselves nowadays. So, what does this mean for you? 

Simple. Be Visible digitally. Don’t follow rules of business-like behavior or professionalism (what does that even mean?!), but follow YOUR rules. 

 HERE’S A FEW TIPS TO PERSONALIZE YOUR SOCIAL MEDIA: 

• Make sure that you really show Personality. Whether that’s you, or the brand’s personality, that is up to you. Be different, be extravagant, don’t be average. 
• Use photography, colors and words to show your personality. It needs to merge and tell the story together. Start with a powerful, stylish website. Your social media doesn’t need the same level of perfection. Perfection is a waste of time. 
• Commit to continuity. Don’t just be visible when you are running a campaign.
• Please remember: social media is just a tool. It’s not the holy grail, but a useful tool to show your value and brand personality to a wider audience. Nothing more, nothing less. Keep focussing on the business! 
• Build your email list, start with a lead magnet. Create a digital product to prove your value OR a hand out a voucher code for a discount (if you sell products for example) to get them on your list. Update people regularly through email. Yes, it still works. 
• Share stories: your story, customer stories, anecdotes. Be honest, be real, share the challenges too.  
• Share photos and videos with you in it. People love seeing your face. Yes, show yourself. 

 Most importantly: have courage and trust the process. It does not have to be perfect at once. Learn by doing. 

“Michelle, you do not know me, of course, but I feel that I have known you for a long time. Haha, I suppose that’s because of all your videos.” 

 That small remark, to me, proves that it works. People feel that they know me. Even digitally. 

 

Xx Michelle