Is your brand relatable? Do you engage with your target audience? If you have the slightest doubt that you may not be engaging as much, then that's your cue to revamp your marketing strategy.
Why? The easiest answer is that despite all the world's changes and their impact on our marketing strategy, one thing has never changed - the importance of relationships and the ability to communicate with people. In short - the importance of human touch.
People work with people they like, with people they trust. While it is extremely difficult to trust a company, if your target audience is reminded that actual people are working behind the business and not only the computers, they are more likely to get to know you better.
How can brands become human?
Digital has a prominent and vital place in your marketing strategy, so it will stay. After all, the pandemic and enforced physical distancing have taught us that digital marketing can do things better. And your target audience loves it too.
But, that doesn't mean digital can't be human. The concept of humanization offers you the chance to stand out from the crowd and get your visitors excited about who you are and what you do.
"Companies will find greater long-term success in their marketing efforts if they focus on their tactics and plans in being more human and understanding human nature and behavior." - Aliza Sherman.
How to add a human touch to your digital branding strategy?
You can add that much needed human touch to your marketing strategy using these tips:
Communicate clearly
Ever thought about how does your brand sound? Does it convey what your organization stands for?
Always reflect on your company's tone of voice and make sure it is clear and consistent. This will help your visitors understand who you are, what you say, and what you stand for across both online and offline platforms.
Also, try to use human language to communicate with prospects the same way you would with colleagues. When you sound like a human being across your marketing activities, your brand naturally feels more relatable.
2. Put yourself in your buyer's shoes
When you put yourself into your visitors' shoes, you understand the challenges of the individual who will be purchasing what you sell. You can build your marketing campaign around those insights and understand your target audience from this knowledge.
3. Refocus on your audience
Users, their needs, and buying habits are changing now more than ever, which is why you need to know how they are changing and what they want right now.
Often, it's tempting to focus on what your competitors are doing, and although that is important, it's more helpful to go back over your target audience to build a real human connection with them.
4. Highlight the human side of your business
Encourage employees to be a part of your digital marketing strategy. Be it being on social media platforms on behalf of your company, giving their feedbacks, or promoting an event. When your employees are proud to share company-related content on their social media, it shows that your employees really care about the company they work for. It also highlights your efforts in giving importance to the human touch.
This also gives your company's content more reach, allowing it to catch the eye of potential customers and lets people know the personalities, names, and faces behind your company, which makes you more approachable.
5. Thought leadership and blogging
Digital marketing is here to stay. As the world went more digital than ever during the pandemic, we also realized the importance of human touch in marketing. Rather than consistently sending your audience links to blogs, landing pages, or lead-capture forms, it is good to give them something you think they will enjoy reading.
Be that educational, helpful, and authoritative voice in the industry that your target audience can trust. You share a portion of your knowledge by releasing informative blogs, facts, and posts in exchange for building trust with your audience.
Over time, they think of your brand as the expert, and that's not something a digital tool can automate - it's authentic and very human.
6. Case studies and stories
Tell real stories. Customers want to see proof of how your products or services have improved and impacted the lives of real people.
It's an integral part of building trust and can be critical when a prospect considers paying for your services, leading to a conversion.
To Wrap it Up
Human nature will lead us to use conventional methods of communication to create true intimacy. The reason being - Humans are social by nature. We need to establish a connection, build credibility, trust, and maintain relationships, even with our buyers.
As we march ahead in the digital era, it can be easy for organiations to get lost along the way. But Concept Cape is here for your rescue. If you want your company to stand out in the crowd, speak to us about our digital marketing and branding services right now!
New to Marketing?
We have tried to answer all frequently asked questions regarding marketing below to help you out.
1. What is human touch in marketing?
Every big and small business today does some sort of marketing. If your target audience is reminded that actual people are working behind the business and not only the computers, they are more likely to get to know you better. Offering this human connection to customers is nothing but human touch in marketing.
2. Why is human touch important in marketing?
The success of a marketing strategy lies in its human connection. A human touch shows that companies are working harder with an intentional purpose, which builds authenticity.
3. What is marketing psychology?
Marketing psychology tries to understand the way consumers think, feel, and decide. The goal of marketing is to convince people and make a calculated emotional appeal to land a lasting customer.
Comments