Bryan Kramer, keynote and TED talk speaker, hit the nail on the head when he said, “There is no more B2B or B2C. It’s H2H: Human to Human.”
Human to human marketing is where it’s at.
With the constant stream of advertising and marketing we are bombarded with every second of our waking lives in this age of rampant technology – it’s now the human touch which cuts through the noise.
We have all the information in the world at our fingertips when it comes to making buying decisions, but it really all comes down to two things:
– do other people like the brand (reviews, etc.),
– and do I like them?
Reviews we can understand, but how do you help them like you through your marketing?
(hint – it’s not just offering discounts!)
Time to take the human test:
- Do you speak like a human in your marketing – or more like a salesy robot?
It’s OK to sound like a real person, after all, that is who you are talking to! Get real, be a bit conversational, stop using all that jargon and don’t be afraid to share things about yourself and your brand. Social media platforms are a great way to do this as the audiences are more likely to want and engage with ‘real’ content. Show what happens behind the scenes in your business, the funny mistakes or ‘blooper’ moments, staff birthdays, office pets… in short, be relatable so they know they are buying from or using the services of humans just like them.
2. Do you understand them?
Are you addressing their problems? Your job is to show you care where they are at and what they struggle with – that you really get them and want to help.
The reality is, you aren’t offering just a product or service. You are offering a solution. What are the real benefits of what you are selling? Time-management, weight-loss, financial security… whatever it is, your audience wants to know if you understand WHY they need your product and if/how it will help them. If you care – so will they.
3. Are you interesting? (a loaded question we know!)
What we mean is… Do you include a bit of humour in your messaging, use slang or common words instead of ‘buzz’ or industry terms, reference current trends and keep things fun? Obviously, stay within the bounds of your brand voice and image, but a little bit of humour never hurt anyone. This is especially important when it comes to your social media – it’s a much more informal way to connect with your audience. If you make someone smile or laugh, chances are they will like you a lot more!
4. Do they know what you stand for?
Are your values clear? Have you shared the ‘Why’ behind your brand, so they know why you do what you do? Do you support a cause or a community project, or only use recycled products? Yes? Then tell your audience you do – and WHY you do it! Humans love building a ‘tribe’ and feeling like we are part of something that matters. It’s important to tell the ‘story’ of your brand, who you are, what you love, what you are passionate about, and what motivates you. Your audience will connect with your story much more than the price or facts of your product.
Let’s face it. We do business with people we like, feel we ‘know’ and trust. That’s how you build a relationship offline – and on.
Review your current marketing content and language and see if there are ways to let a little bit of your human side show through.