A communications approach in a fast-paced “Me-centric” culture

How do we connect with one another? Some might imagine a hug from a parent, a comforting word from a friend, or a surprise smile from a passing stranger. In a lightning-fast, content-driven world, this question is essential to companies and organizations and particularly content creators.

True connections are largely based off of shared interests. Ever witness football fans during a heated game? How about a group of Subaru owners or car fanatics at a show? Subaru actually hosts “Subiefest” events – “Love brings people together,” they say. Does this sound corporate to you? Do people attend these “fests”? Do they love their Subarus? Yes — because they win out in safety and other crucial points, with the events being a celebration of this. What an amazing way for this company to build a community, a true connection, and repeat and loyal customers. It’s truly incredible that shared interests can create connections almost instantaneously.

User Journey and Customer Persona
So, what if you are a small business selling dietary supplements or perhaps a non-profit that would like to see an increase in members? Let’s use the supplement example. Let’s say that I’m a skeptic and have a unshakable belief that supplement products are bunk, a complete scam, and maybe even that these products harm people. Will this skeptic ever be your customer? That is important to know, since there’s a decision tree here to either pursue this customer or move on. In these cases, user journeys and user stories are very helpful.

Let’s continue on the thought of a user persona. Perhaps I’m a 42-year old, single woman who exercises daily, eats well and is vegan. I’m concerned about the environment and free radicals from polluted air. I am open to options for healthy living. I’ve heard that Vitamin C can act like an antioxidant and am considering using it since I’ve come down with the common cold several times this past year.

This is your opportunity. First, how did we even find this potential customer? What is the shared interest or commonality with this potential customer? How do we harness a commonality into a message? What incentives do we offer to stand out amongst all the other companies? Those are questions for your leaders, your users and potential customers. This data can be acquired in numerous ways.

A communications professional can help you build this crucial stage in connecting. I am not a marketing or sales expert, but am certain about the ways in which people want to receive messages.

So, what options does the supplement company have? First, regularly distribute reliable, verifiable information. For our example, an evidence-based video blog on recent studies can provide background info on the product, while building trust. A social media message using an infographic portraying the number of colds and germs in the winter can grab users attention. The trust part can be built in supplying ways to protect yourself from colds (and not just through your product, although that can be included). Also, ask your users questions through social posts or brief surveys, or (even better) in-person. Keep your user engaged and involved.
*The below “poster” gives a sense of what can be done, but is certainly not a work of art 🙂

Connect on a real level by finding shared commonalities. Provide excellent customer experiences through your digital resources and continue to supply the customer with support, options, information, and build trust over time. Remember that acquiring and retaining customers and users through built trust, your company will long outlive those that do not stop to ask these questions.