While reputation is what others think of you, it’s your character that defines who you are as a business and what image you present to the masses. One way to build character online is to give people an idea of what you stand for as a business.
Character building is directly related to your brand. If you take time to build character that interests your audience, you’re likely to see related results such as increased traffic and more conversions.
Stay Positive
Regardless of what your competitors are doing, you have a better shot at building character if you stay positive and rise above any negativity. Everything you do online related to your business doesn’t have to be about selling something.
You build online character by finding a way to put a positive spin on various issues related to your business. If, for instance, third quarter profits are down, you could post a statement about your expectations for a forth quarter rebound.
Staying positive could also include:
• Ignoring negative attacks by competitors
• Posting a funny or inspirational video and relating it to your business in some way
• Encouraging customers to support a local charity or community event
• Adopting a relevant social cause such as participating in Breast Cancer Awareness Month or supporting an anti-bullying campaign
Be Knowledgeable and Credible
One sure fire way to build character online is to be thought of as a source of information. This is directly related to reputation, but it also says something about your character if you take time to put out useful information without the clear expectation of getting leads or generating revenue in the process.
Being knowledgeable could include:
• Posting “how to” videos
• Answering customer questions left as comments or feedback
• Joining the discuss on related blogs
Letting Others Speak for You
Build character by letting others speak for you with real testimonials sprinkled throughout your various platforms, especially on your website. If you’re going to use testimonials, make sure you use the exact words of the customer, except for minor editing for readability.
There’s something genuine about other people extolling your virtues rather than tooting your own horn.
Using Your Influence
By using your influence to educate the public about certain issues within your industry or relevant social issues, you’re creating a positive brand association. At the same time, you’re boosting your character in a way that doesn’t come across as blatant marketing.
You may encourage others to pass information you provide on to friends or simply encourage others to do a good deed for someone else.
A classic example is from the movie Miracle on 34th Street when Macy’s Santa tells customers where to get the best deals, even if it’s not at Macy’s. The overriding purpose is for the greater good of the public, which in turn reflects your character.
There’s a lot of information out there for consumers to take in at once. This includes many marketing messages found just about everywhere online. What sets you apart from your competitors, other than obvious features such as price and the customer service you provide, is the character you establish.
Just as it takes time to build a solid reputation, it also takes time for customers to get an idea of what defines your brand. It’s an investment that’s often well worth it.
