Crafting the Right Balance between Creative and Professional, Online

Before someone will buy from you they have to: know you, like you and trust you. So how do you develop this full spectrum relationship with consumers online? With social media, of course!

Creating and faithfully maintaining your social media accounts will help customers find you online. You can tell your story, share your products or services and keep customers updated on specials and sales. But social media is about more than just awareness, it’s about building relationships.

Once they know you, you also want them to trust you. Most businesses build trust by being dependable, honest and professional. You can be sure to project professionalism online by using high quality images, well written content and staying away from internet drama. Make sure that anyone representing your brand online, especially when engaging with customers, is kind and professional at all times. They should have good grammar and be very knowledgeable about your brand, products and services.

A web developer optimizing a site.

Presenting yourself as all work and no play however will alienate some customers and keeps you from building that final stage of the sales relationship – getting people to like you. How can you bring creativity and individuality to your business posts?

  • Use an authentic voice, sound personable and friendly.
  • Use fun images; create beautiful free graphics at or for free.
  • Show a personal side. Customers love getting to know the people behind their favorite brands. Tell some personal stories, share some behind the scenes photos and you’ll be amazed at how much your level of engagement increases.

Many brands have built a successful and loyal social media following by being funny, hip or unique. The key really is to know your audience and use what you know to create posts worthy of their time. Craft each post with your key audience in mind like you’re talking directly to them.

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