Finding Your Authentic Voice
As the owner of an IT repair service in the UK, I’ve learned that being relatable on social media is the key to building a loyal customer base. It’s not enough to simply post a bunch of technical jargon or stock images – you need to let your unique personality shine through.
According to Forbes contributor Sam Mehrbod, the secret to a successful social media presence is combining marketing with a personal brand. “People connect with people, not just brands,” he explains. “Your personality and values humanize your brand, making it relatable and more appealing to potential customers.”
I’ll admit, at first the idea of being “on camera” and sharing my personal life made me cringe. As Mehrbod points out, we’re all a little self-conscious about how we look and sound. But I’ve learned that the more I lean into being my authentic self, the more my audience engages.
Striking a Balance
Of course, there’s a fine line between being relatable and being overly self-focused. Branding expert Tabitha Emma cautions against getting “obsessed” with yourself and overdoing the personal branding.
“While the public enjoys seeing real people working for the brands they interact with, don’t get obsessed with yourself and make sure you don’t overdue personal branding,” she advises.
Instead, Emma suggests finding a balance between showcasing your personality and providing value to your audience. “Brands and influencers who are able to strike a balance between showcasing luxury products and sharing relatable, authentic content are more likely to build a loyal and engaged following on social media.”
For my IT repair business, https://itfix.org.uk, that means mixing in behind-the-scenes glimpses of my team at work, funny tech-related memes, and educational content about common computer issues. I want my customers to feel like they know me, but I also want to position myself as an expert they can trust.
Evoking Emotion Through Visuals
Another key aspect of being relatable on social media is using visuals that resonate with your audience. Tabitha Emma explains that “the quickest way to make a connection with people is through relatability.”
She suggests using photos, images, colors, and design elements that feel familiar and comfortable to your target customers. Avoid anything too “high-brow” or out-of-touch.
“People will more be more drawn to a brand they feel they can relate to then one that is super perfect and polished and feels totally unrelatable,” Emma writes. “This is why real, raw, imperfect, playful, and authentic is beautiful. It makes you human, it makes you real, and it makes people feel more connected to you.”
For my IT repair business, that might mean sharing pictures of our team troubleshooting a computer or a funny meme about a common tech issue. I want my customers to look at our social media and think, “Yep, that’s exactly what my computer does!”
Knowing Your Audience Inside and Out
Of course, being relatable on social media isn’t just about being authentic and using the right visuals. Ezra Chasser, founder of Sore Thumb Marketing, emphasizes the importance of really knowing your audience.
“Knowing your audience is not just about being able to identify the demographic and psychographic makeup of your target market,” Chasser writes. “It’s about being relatable and presenting your brand in a way that reflects your users’ own ideals.”
That means paying close attention to what your customers are interested in, what they’re talking about, and what kind of content they engage with. It also means tailoring your messaging and visuals to specific segments of your audience, rather than trying to be all things to all people.
For my IT repair business, that might mean creating different types of content for our residential customers versus our small business clients. The former might appreciate more lighthearted, relatable posts, while the latter might be more interested in technical tips and industry insights.
Embracing the Human Element
At the end of the day, being relatable on social media is all about embracing your humanity and connecting with your audience on a deeper level. It’s not about perfection or pretense – it’s about being real, being vulnerable, and being willing to show the “behind the scenes” of your business.
As Ezra Chasser puts it, “You’re better off having an audience who is engaged with what you’re saying even if it’s not a commercial per se than spouting a non-stop advertisement of yourself with no one to hear it.”
So let your personality shine through, share the ups and downs of running your IT repair business, and most importantly, don’t be afraid to just be yourself. Your customers will appreciate the authenticity – and they’ll be more likely to keep coming back.
