For engineering and manufacturing companies, the ability to connect with your audience on a human level is no longer optional, it’s essential. LinkedIn, as the platform of choice for professional networking, offers a unique space to foster these connections.
But why does humanising content matter so much in this context? Here are some key reasons:
People Buy from People
Even in B2B transactions, the decision-makers are individuals. They value trust, relatability, and authenticity. Humanising your content allows you to showcase the people behind your brand, making it easier for potential clients to connect with your company on a personal level. And don't just let the content come from the MD or CEO. According to the Edelman Trust Barometer, employees’ voices are three times more credible than CEOs when discussing a company.
Breaking Through the Noise
LinkedIn is saturated with professional content, much of which feels impersonal or overly corporate. Humanised posts, those that tell stories, share experiences, or highlight personal insights, stand out in this crowded space. By creating content that resonates emotionally, you can capture attention and build stronger engagement.
Building Emotional Connections
Emotionally engaging content creates lasting impressions. Sharing authentic stories about your team, customers, or challenges helps your audience see the human side of your business. This emotional connection fosters trust and loyalty, making your brand more memorable.
Enhancing Credibility
When employees share their expertise or personal experiences on LinkedIn, it adds authenticity to your brand’s voice. Prospects are more likely to trust real people than faceless corporate entities. This approach not only builds credibility but also positions your company as approachable and trustworthy.
Adapting to Modern B2B Expectations
Today’s B2B buyers expect more than just product specifications or corporate jargon, they want meaningful connections and relatable content. Millennials and Gen Z professionals are leading this shift by prioritising brands that align with their values and communicate authentically.
Humanising your LinkedIn content is not just about standing out; it’s about building relationships that drive long-term success. By focusing on authenticity, relatability, and emotional resonance, you can transform your LinkedIn presence into a powerful tool for connecting with clients in meaningful ways.
My next post will be looking at How to Humanise Your LinkedIn Content for Maximum Impact, so don't forget to signup to my blog to be the first to read it.
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