Businesses have far more effective ways to achieve this goal when building brand awareness and credibility in the public arena. The following are six ways of how technology is helping businesses build relationships:
Social media
Social media is no longer an option for businesses it has now become standard practice. Social media sites allow consumers to create online profiles that others can view. They are becoming increasingly popular for companies to communicate with potential clients and b2b partners. A business’s social media profile is the first impression for many people, so social media optimization (SMO) is becoming increasingly important.
Video content
Video content marketing has been around for decades, but it is now more popular than ever before. A video can be used to convey messages that are difficult to describe with words or images alone, and the most successful videos are concise — just a couple of minutes long. Videos are also being placed on YouTube channels to reach the maximum number of viewers possible.
The most effective videos are ones where businesses don’t even try to sell anything directly. Instead, they show potential customers how products or services work in real-world scenarios, which may lead them to want to learn more about what’s being offered. This type of video content marketing appeals to consumers who prefer an honest product or service presentation.
Interactive content
Interactive content marketing is a highly effective way to build relationships with customers, but it must be presented engagingly. Many examples of interactive content marketing have been successful, such as website pages that contain games or quizzes that raise awareness of the business while also entertaining site visitors. A blog on a company’s website can include polls about upcoming products or events to keep readers engaged with what’s being discussed. Videos are another form of interactive content marketing, where viewers select their paths through an online program. Consumers who feel they have some control over how they interact with a company will favor the relationship more than if interactions were one-sided and scripted.
Businesses
Businesses are increasingly creating their mobile applications. The number of mobile users has been increasing dramatically in recent years, opening up an entirely new advertising channel for companies to reach out to prospects. Consumers who download a business’s app will be exposed to advertisements while they use the application. If the apps include games or interactive content, these users may indirectly promote the business by inviting friends and family members to play along.
Online videos
Online videos that focus on how businesses help fellow human beings benefit everyone involved. A video doesn’t need to tell viewers about all of a company’s products or services; instead, it can show people exchanging ideas and information with each other through technology tools such as Skype. Viewers may decide that they would like to use these tools themselves, leading them to determine that the company is worthy of their business.
Some companies create videos showcasing how technology can help families affected by tragedies. When Hurricane Sandy hit the east coast of the United States, many families were left without power or access to gasoline for their cars. One home-selling company created a video showing what some residents did with their smartphones during this crisis. This type of content marketing doesn’t just benefit businesses — it also helps everyone who comes into contact with it online.
Information about companies
People are more likely to trust information about companies coming from fellow consumers than professionals working in the advertising industry. Consumers have mixed feelings about ads on websites, but having recommendations from other people is much more effective. Websites allow customers to read reviews about products or services, and these are being shared on social media sites to reach even more people.
Consumers may have a negative view of advertising in general, but having friends or acquaintances recommend a product carries far more weight than anything paid for by a business.
The website Trustpilot provides excellent examples of how user-generated content works better than professional advertisements. Many businesses place testimonials and ratings on their websites. While this results in higher conversion rates (the percentage of site visitors who make purchases), the information often doesn’t get passed along to consumers outside website circles. A positive review found on Trustpilot will often be shared on Facebook, Twitter, and LinkedIn hundreds of times.
Getting consumers to share endorsements about products is only part of the battle. Businesses need to make sure they promote online reviews by having them placed where people will see them.
Conclusion
In conclusion, consumers are more likely to trust information shared by their peers over anything said in an online advertisement. Hence, businesses create videos and mobile apps to attract this demographic. Users of social media sites are constantly sharing articles about companies when they find out how these enterprises are making the world a better place. Businesses that focus on how they help people use technology to achieve a higher level of trust, which will help them win over new customers.
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