Connecting is Key – How to Make a Lasting Impression

Welcome back to PR Protocols! This week we’re going to talk about one of the most imperative parts of creating an online presence – connecting with your audience.

I’m sure you can all think of a company that has been taken to the next level of success by using their online presence effectively. If you can’t think of one, check out this list for the top 20 social media presences in 2014!  Social media can play a huge role in a company’s success, if done properly. As with everything, creating strong effective content takes a certain amount of expertise and research, so ensure you know what your audience wants before you start putting things out there!

An example of a brand that has used their online presence to take their company to the next level is Sweat with Kayla, an Australian fitness company. Sweat with Kayla has the largest female following in the world compared to other fitness programs. On Instagram alone, Kayla Itsines has 5.7 million followers. The reason for Itsines’ success? The ability to give her audience what they want. She never tries to sell her products through her Instagram and blog posts, she focuses on success stories and health, fitness, and life style tips. This is exactly what her consumers want, which is exactly why this has been an effective avenue for her.


Photo courtesy of Kayla Itsines’ Blog.

Historically companies used traditional forms of advertisements to connect with their audiences, but these were a one-way street. Social media has created a two-way form of communication between the company and their consumers.  This can be both a blessing and a curse. This gives you the ability to find out what your consumers want, which is really the most important thing. However, if you’re not giving them what they want, they will likely stop coming back for more.

Anyone can create a social media page, and chances are most businesses have at least a Facebook page. What sets a brand like Sweat with Kayla apart from a company who solely just exists on the web? The content they produce. It is obvious when a company does the research and determines what their audience wants. One of the most important things to keep in mind is that you are not your audience. If you think like a publisher rather than an advertiser, you will likely be able to create strong content that your consumers want.


Picture courtesy of Get Friday Blog.

Although this blog post has been discussing how beneficial a web presence can be to a company, that doesn’t mean every business should throw together a couple of social media pages and a website and leave it at that. You need start with a plan. What do you want to achieve thought your web presence? Who is your audience and what do they want? How are you going to achieve your goals, while giving your audience what they want?

Building a strong web presence takes time. There is so much that goes into it that are often overlook, and it can set you up for failure. This post touches on some of the most important parts to succeeding on the web, however there is so much more to it! Check out this article for 25 additional tips and tricks to creating and building your presence.

So remember, you are not your audience and it is crucial that you think like a publisher rather than an advertiser. Keep these two things in mind and you will be on the right track to delivering the content your audience wants! (Shannon Macdonald)



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