Small business marketing is a lot of things, but boring shouldn’t be one of them. Which is why it’s OK — and often advisable — to add a little small business marketing humor to your repertoire, or even incorporate a comedic voice in your brand messaging.
But if you’re looking for a giggle or a guffaw, there are some best practices you need to follow to keep the laughs coming…and make sure your small business marketing humor doesn’t fall flat.
1. Don’t Force It
Unless your small business specializes in selling Three Stooges memorabilia, steer clear of the slapstick. Forced humor doesn’t tend appeal to the masses. The best (and safest) campaigns are often more subtle; a sort of tongue-in-cheek take on comedy. A play on words, an amusing observation or a well-timed meme can go much further than forcing funny.
2. Keep It Current
Current events are a veritable gold mine of laughs. Make light of the latest viral video, create a parody of a top-40 song or invite your followers to caption a funny photo.
Just remember to stay away from sensitive subjects. It’s hard to please everyone, but it’s all too easy to anger a lot of people with an ill-timed joke about a decidedly unfunny situation.
3. Mind Your “Voice”
Every small business brand has a voice, be it dry and stuffy, light and fluffy or somewhere in between. Your voice should carry from one marketing platform to the next – so your small business blog should have the same feel as your website, which should sync up with your social media accounts. When you infuse humor in one medium but not the others, your customers can feel disconnected from your small business. Be wry, sarcastic, cute, witty or hilarious – but make sure it’s consistent across the board!
4. Find the Connection
Humor is completely subjective and not everyone is going to like your particular take on it. And that’s OK. Pay attention to your audience’s feedback. Lots of LOL and ROFL comments on social media? You’re probably in good shape. If the comments are on the opposite end of the spectrum or there’s dead silence, you may need to rethink your humorous approach, lest your followers begin to throw rotten tomatoes at you – or worse, slip out altogether.
Funny works. And when something causes your followers to laugh, they’ll share it and spread your small business’ message to the masses. So crack a joke or two in your small business marketing. And remember, he who laughs last probably didn’t get the joke.