When it comes time to think about how to position your next marketing campaign, you have lots of options. You could go with something short, simple and sweet, or lots of complex images and intense messaging, or go the serious route. Have you ever considered, though, having a little bit of fun?

Inserting humor is a powerful way to engage readers and keep them interested. However, it’s important to find and maintain a balance of fun and strategy. You don’t want to make your product or service out to be a joke, and you still want your customers to take you seriously as an expert in your field.

You should also keep in mind if silliness or jokes are appropriate for your business or organization. If you provide legal services, healthcare, etc. you may want to give this approach a second thought.

Showcasing your company’s fun in marketing side, if applicable, can be beneficial if done in the right way. Below are three tips to get you started on figuring out what that way is for your business.

Be Yourself

People often come off funniest when they’re not trying too hard. Don’t worry about trying to be funny, rather just be yourself. Being “real” is often the best form of marketing, anyway. Audiences are able to see through insincerity and appreciate authenticity. Think about what you find funny and bounce some ideas off of your team in an informal setting.

Take baby steps on the way to humor by using it in a couple of posts on your social channels and seeing how it performs. Try making short, unscripted videos with your staff, be “punny” with one of your products, or capture fun things happening around the office. Sticking with what you know can make it easier to be creative in the way you make it humorous.

Humor can make your company seem more human and relatable to your customer, and that perception often leads them to want to do business with you.

Take a Look Around

It’s never a bad idea to observe what kind of humor your competitors are using and the response they’re getting. Learn from their experiences, whether it’s what to do or what not to do. Paying attention to world events and what pop culture trends are surfacing is important too. Being aware of what is going on around you gives you an advantage; if you interact with something trending, your business could get more reach in return.

Don’t forget your current audience, either. Are they younger or older, more male or female dominated? The demographics of your audience can help you determine what jokes could go over their heads and what pop culture references are actually going to resonate. Observe what they engage with and focus your content on what’s performing well.

Don’t Be Afraid to Break the Mold

Going against the norm can be challenging, but it can also create some of the most memorable campaigns. The marketing that breaks expectations grabs and keeps an audience’s attention and creates buzz around your business.

Take, for example, the Toyota CH-R campaign from Burrell Communications Group. This campaign “flips the script” by taking ordinary things people do in their car and adding a twist to it. Burrell takes normal everyday tasks and finds the fun in them. The campaign goes against our expectations and we remember it for that reason. It successfully relays the desired message that the new Toyota CH-R is different from regular SUVs.

Fun might seem risky, but it’s worth it in the end. You can showcase your expertise while also demonstrating relatability to your audience (and you’ll probably enjoy it more too). If you don’t want to do it alone, we’re ready to help. Have questions or other ideas about using humor in your marketing? Leave a comment below.