Here’s a simple truth about marketing your small business online – people hire people they like. When you show the real you, it helps build trust. We want to know who we’re doing business with.
It’s why we choose a local boutique over a big box store, or we shop at a neighborhood market instead of a national chain.
Show the Real You
The secret to standing out online isn’t slick marketing – it’s personalized content and a clear local focus.
In other words, show the real you. Let people see who you are, where you are, and why you care about what you do.
Personalized Content Works the Best
Personalized content means writing and showing things that reflect you – your voice, your values, and your vibe. Here’s why it matters:
When you show the real you, it helps build trust. People want to know who they’re doing business with.
Share your story, photos, and values to create a connection with people, before they even contact you.
Personalized content sets you apart. Your competitor probably offers similar services. But they’re not you. Your personality, passion, and personal touch are what make the difference.
And it helps with word-of-mouth. When people relate to your story, they remember it. They’re more likely to tell a friend or share your business online.
How to Personalize Your Website and Social Media
You don’t have to go full reality-show mode. Stay in your comfort zone.
I have a few simple, effective ways to add more “you” to your content.
1. Show the Real You – Your Face and Your Team!
Add a friendly photo of yourself to the About page on your website.
Post behind-the-scenes pics on social media. People love seeing the real people behind the business.
- Tip: Casual phone photos are just fine – authenticity beats perfection here.
2. Use Local Language and Locations
Mention your town, your service area, and even neighborhood landmarks. Locals love supporting locals! Let them know you’re one of them.
- Example: Instead of saying Serving Northern Michigan, say Helping small business owners in Petoskey and Harbor Springs since 2014.
3. Share Your Story
- Why did you start your business?
- What do you love about your work?
These stories are magnetic and turn you from a business into a human being.
4. Highlight Local Customers or Projects
Got a happy client in town? Ask if you can share a testimonial or a photo of the finished product.
Client reviews and testimonials add local trust and show you’re active in the community.
5. Speak Like You Talk
You don’t need to write like a marketing robot.
- Write the same way you talk to people.
- Be warm and helpful.
- Add some humor, if that’s your style.
If you’re approachable in person, make sure that comes through in all of your online marketing.
Final Thoughts: People Buy from People
If your website and social media feel a little too corporate or are written with industry jargon no one understands, it’s time to get more personal.
Remember, you’re not trying to impress everyone. You are trying to connect with the right people.
And the best way to do that? Just be yourself. Show the real you.
Need help adding that personal touch to your website or marketing content? That’s my favorite part of the job!
Email Marcie Wolf and let’s make your content truly yours.
