How to Build Brand Advocates Online

Step 2: Add a personal touch. The personal relationship is fundamental to successful engagement with a target audience. Consumers have moved beyond the "nameless/faceless" internet; they increasingly want to "lift the veil" and speak with the person behind the site or platform and understand the stories and motivations behind the business. Consumers today are ever more focused on customer service relationships, supporting small businesses and helping good causes where they can, and there's a definite trend towards individuals researching the background of businesses before deciding to spend with them.