Marketing is all about making an emotional connection between your product or service and your prospects. People are looking for solutions to their problems, but they’re also looking for brands they can have an ongoing relationship with.
In his book, Shareology: How Sharing is Powering the Human Economy, Bryan Kramer analyzes how and why people share experiences and information, as well as what makes people share things. The goal of Shareology is to figure out how to make your brand more human and shareable.
Kramer is a public speaker, consultant, and trainer who also wrote There is no B2B or B2C: It’s Human to Human H2H.
He specializes in the art and science of sharing and has worked hands-on as a senior advertising account executive, interactive planner and strategist, managing consultant, online producer, and marketing consultant for some of the Bay Area's largest marketing firms.
In addition, Kramer’s company, PureMatter, has earned a spot as one of the fastest growing private companies in Silicon Valley for over five years by the San Jose/Silicon Valley Business Journal. So, to say that he has a full understanding of sharing and how it impacts a brand’s marketing is an understatement.
Shareology is packed with insights that Kramer has discovered throughout this impressive career and offers practical advice for implementing these strategies in your own business.
If you’re having trouble making a connection with your buyer personas, I highly recommend reading this book. To hold you over, I’m going to share a few of the big takeaway concepts.
1. Make Your Brand Human
As I mentioned earlier, people today are looking to develop a relationship with the brands they purchase from.
To make your brand relationship-worthy, it needs to be human and relatable. I mean, no one wants to be a in a relationship with someone they can’t relate to, right?
That means you need to provide value and be entertaining with your inbound marketing. Kramer suggests following the rule of thirds where you break down your communication and the content you share into thirds:
One third news
One third ideas
One third curated content
Transparency is also key to making your brand more human. Kramer advises that brands allow their customers to look behind the curtain and see the actual people driving the machine.
This is especially important as your business grows because the bigger your brand is, the harder it is to picture the individual people behind it.
2. Focus More on Giving Than Selling
One of the biggest problems we see with businesses as they start to market themselves online is that they focus too much effort on selling. Frankly, that’s just not how the culture of digital marketing works.
In Shareology, Kramer says before you share any piece of content, you should consider how that content will help your prospects and customers in some way. Why would they share it? If they don’t get any value from it, there’s not much point in sharing it.
Of course, this is fundamental to the Inbound Methodology and in no way does it mean you shouldn’t be selling online. However, the approach that works best is selling to people after you’ve helped them with something.
This all goes back to making your brand more human. No one likes the annoying, high-pressure salesman. We prefer the salesman who answers our questions thoroughly, helps us find our way around, and only tries to sell to us once we’ve let them know we’re interested.
3. Always Consider the Context
To learn all about creating context, it's role in sharing, and reveal Kramer's "Four Rules of Context," click keep reading below.