Connecting with customers through content
Creating customer connections take time, however, really investing in and thinking about how you can achieve this through your content will eventually result in a deeper and more meaningful relationship between you and your audience.
People connect with people. So whether you’re communicating something through blog posts, email marketing, or Instagram, remember to keep it as human as possible and always bear your audience and their interests in mind. Read it out loud and if it doesn’t sound like something you or your customer would say, then you shouldn’t be writing it.
Here we take a look at a few examples of ways you can create engaging content demonstrated by a handful of great brands.
KEEPING IT PERSONAL
A social enterprise, shop, and studio, ARTHOUSE Unlimited is a collective of artists living with complex epilepsy and learning disabilities and difficulties. The artists work alongside instructors to create artworks that are developed into designer products for sale.
ARTHOUSE Unlimited creates content that directly connects to what attracts their customer which is a feeling of purpose and “doing good”. They do this through a series of short interviews on their web page, with accompanying portraits, inviting customers to “meet the artists” behind the products. Not only does this add “a face to the name”, but it also allows customers to connect in an emotional way with the individuals their purchase supports through moving personal stories.
@arthouse_unlimited
COMMUNICATE A LIFESTYLE
Unable to shoot in usual locations, independent womenswear brand Olivia Annabelle has become innovative with their image backdrops, using abstract still life paintings instead.
Scrolling through their Instagram you feel transported to a simpler, more beautiful time which aligns perfectly with the idyllic lifestyle of the brand. To add another layer to the connection they have with their followers, the Olivia Annabelle film club has been started in blog form with a weekly curation of films to watch centered around a specific theme. The last installment was “costume goals” honouring the intricate beauty of the dresses in recent period films from which the designer gets a lot of her inspiration. Like a little community of people with a shared love, this has come at exactly the right time, when lockdown binge-watching has reached a peak - to keep customers engaged and give them something to come back for.
LET ME ENTERTAIN YOU
A creator of empowering and expressive “feel-good clothes”, Olive & Frank has found a way to keep their audience engaged, entertained, and feeling good during lockdown. Knowing that their customers regard their wellbeing very important, mindfulness colouring is “a tool to reduce stress, calm the mind, and even pass a little time”. Something as simple as a downloadable colouring sheet tagged with the brand name incentivised as a competition to win a voucher helps generate a short term buzz while offering a fun and free activity.
@oliveandfrank
CREATE CONVERSATIONS
Balancing out your product-focused content with a few ‘snappable’ behind-the-scenes posts is a great way to appear both personable and human. By letting your audience in on your creative journey and process, as this Instagram post from stationery and printed goods brand The Completist they’ll connect with your business and the people behind it on a different level. Plus, talking directly to your audience like this open up for a direct and engaged conversation meaning you’ll also get to know your potential (or present) customers better.
@the.completist
INCORPORATE VIDEO CONTENT
Introducing more video content is a nice way to show your personality. The below is a recent video from Glasshouse Salon where the founder Olivia demonstrates how to nail a DIY fringe cut at home with a little help from her daughter. A lovely and engaging piece of content that also adds value.
We understand that the idea of talking to a camera might be frightening, however, you don’t necessarily always have to feature in the video yourself. Often the most simple ideas are the most engaging.
@glasshousesalon
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