Do you remember the last time someone held a door for you? Or gave you their cab because it was raining and you didn't have an umbrella but they did?
In today's age we can often become jaded. We think that people don't do these things anymore but they do. And they do it all the time. We get hit by one of these gestures and it sticks out because, even though there are some really amazing people all around the world, they aren't everywhere.
Or are they?
It's the same with companies. Do you remember the last time you went to a store and the clerk greeted you with a friendly smile and asked how they could help you? I mean genuinely help you?
When those things happen they stick out. We remember them and we think about the culture of the company and we put it in our minds that we will shop there more often. We'll visit that restaurant where the manager goes by every table more often. We'll go to the art gallery where they talk to you and greet you no matter how much money you look like you may have.
These are all "real world" situations and scenarios that can be replicated online.
You can, and very much should, do these same things online.
Because when you can connect with your current, and potential customers and clients, on a level that exceeds their expectations you begin to build a relationship on trust. You begin to build a relationship based on what you can do for your clients not on what they can buy from you.
And you build clients for life.
They remember you. They like you. They believe in you.
This trust begins to build into something much more. It begins to build into a relationship where they start to root for you. They want to support your business and your brand -- your culture -- becomes part of their buying decisions.
This is one-to-one marketing. This is that personal touch that we all crave in the online world where everything else can seem like push marketing.
Look at your digital marketing campaigns. Do they reach people on an individual basis? Are you having a conversation with them or are you just shouting "look at me, look at me!"?
Getting your product or service in front of the people who are going to become lifetime customers can be done on a one-to-one basis online. And it can be done in a way that reaches the masses at the same time. You can spread the concept of your company culture. You can build brand awareness by listening to your customers.
Remember that they have given you that privilege when they sign up for your newsletter. Or when they like your Facebook page. When they've raised their hands and said "Hi, I'm a fan" then you have the ability to nurture the relationship and build on that.
You can turn them into raving fanatics about your company and they will spread the message of your culture.