Humanizing online community engagement for small business

Showing up isn’t enough. Your audience doesn’t want polished perfection or generic posts. They want you. The real, messy, passionate, heart-centered human behind the brand. Because connection is currency. And the brands that build trust, empathy, and authentic conversation? They win loyalty, visibility, and impact. Are you ready to humanize your business?

✨ A GlobalWebIndex study found that 54% of social media users prefer brands that are honest and real. ✨ Edelman reports that 81% of consumers need to trust a brand to buy from it.

So what does that mean for you? If you’re a purpose-driven solopreneur or small business owner trying to grow online, your greatest strength is being human. Your vulnerability, voice, and your values.

Let’s talk about five powerful ways to bring more heart, honesty, and humanness into your online community.

💬 1. Create Conversations That Feel Like Real Talk

Stop shouting into the void and start listening. Start talking with, not just at, your audience. When someone comments on your post or slides into your DMs, that’s not a task, it’s an opportunity to connect. Share stories from your life and business. Let people see the behind-the-scenes, the imperfect magic, the lessons you’ve learned. When you show up authentically, you don’t just build an audience; you build a community.

✨ Wicked Tip: Post a “behind-the-brand” story once a week. Answer a FAQ like you’re talking to a friend. Use your voice. Let it be real, not rehearsed.

📸 2. Let Your Community Be the Star

Your clients are your best marketers. Let them shine. Ask for testimonials, highlight their wins, and share their photos and words. Whether it’s a heartfelt thank-you, a before-and-after, or a selfie with your product, user-generated content builds trust and reminds your audience, “This could be you.”

✨ Wicked Tip: Create a branded hashtag for your community or a fun challenge that invites them to join the story. Reward their involvement with a spotlight or special surprise.

🤗 3. Build a Space People Want to Be Part Of

You don’t need thousands of followers. You need belonging. Engagement isn’t just likes and comments. It’s about creating spaces where your audience feels seen and safe. Host Q&As. Ask real questions. Celebrate milestones and shout out your people by name. Let your page feel like a gathering place, not a sales pitch.

✨ Wicked Tip: Use Stories or Lives to bring your audience into the conversation. Polls, quizzes, and “this or that” prompts make it easy and fun to interact.

👀 4. Show Us the Magic Behind the Curtain

People fall in love with people. So show us who you are. Let us peek into your day, process, team, or dog who supervises from the couch. Highlight the humans who make your brand tick. When your audience feels like they know you, they’ll trust you. And when they trust you, they’ll buy from you and refer others too.

✨ Wicked Tip: Try a recurring “Behind the Brand” post, like #TeamTuesday or #MakingMagicMonday. Invite people into your world with intention.

💖 5. Lead with Empathy—Always

Marketing isn’t just about what you say. It’s about how you make people feel. Be curious about your audience’s lives. Ask what they need. Acknowledge their pain points with compassion. Speak their language and reflect their values. The most powerful brands are the ones that make people feel understood and supported.

✨ Wicked Tip: Before you post, ask yourself: “Does this help someone feel seen, understood, or inspired?” If not, how can you rework it?

Final Thoughts: People Buy from People

If you remember nothing else from this blog, let it be this: People want to do business with humans. Not logos. Not content calendars. Humans. When you lead with heart, clarity, and connection, you don’t just stand out in a crowded marketplace. You create community. And that’s where the magic lives.

P.S. Ready to spark your unique opportunities and ignite your marketing? Here are three ways to work with us:

📞 Schedule a Complimentary 15-minute Call and let’s delve into your goals and answer any questions you may have.

📘 Read Beverly’s book Marketing For Entrepreneurs, filled with actionable steps to help make your brand and business shine even brighter.

🎙️ Or listen to Beverly’s Podcast to get inspired and gain new business and marketing insights.

🎓 Enroll in Our Courses designed to bring clarity to your business efforts. They’re easy-to-understand and self-paced, perfect for busy entrepreneurs like you.