We live in an age rich with vital data
that offers brands and businesses a wealth of vision into the opinions,
approaches, requirements, and desires of their target audience. And these insights
are invaluable to the continued success of any organization.Studies suggest
that consumers are 53% more likely to engage with a business they can contact
in real-time – a testament to the vital importance of personal connections in
today’s hyper-connected digital age.
With so many touchpoints and so much to
consider, appealing to the right customers in a way that isn’t viewed as
promotional or overly corporate can seem like a colossal challenge. In this
article, we explore the
way to humanize your organization’s digital marketing
efforts.
Drive empathy
As humans, the power to empathize may be a critical element of forging and developing relationships with others. That said, if your company can drive empathy through your digital marketing campaigns or communications, you will stand a greater chance of encouraging your audience to connect. Empathy allows us to feel, share and react – and by driving empathy, your brand will ultimately open up a two-way dialogue with prospects as opposed to talking at them. By using key demographic data alongside comprehensive buyer personas to drill down into your audience and understand them on a personal level, while making social listening a pivotal part of your campaign planning process, your marketing team will be able to create a host of content that evokes empathy, creating inspiration, offering ad encouraging positive engagement as a result. To drive empathy and engage its consumers on a personal level, the natural cosmetics brand, LUSH, created a video mini-series called ‘How It’s Made’, which dealt with particular scenes from the business where they showed the making of the most essential brand. As educational as it is entertaining, not only does this campaign offers a real sense of transparency, by providing the consumer a vivid glimpse into the brand’s core values, but the visually inspiring nature of the videos encourages the viewer to forge a deeper reference to the business.
Enhance your brand storytelling
Today’s digital consumers answer a solid narrative, which is why brand storytelling is an incredibly valuable marketing tool in today’s world. From the times of primitive man, the citizenry has told stories to expire wisdom, entertain, inspire and communicate on a deep, personal level. And in the modern world, this notion remains the same – it’s just that now, we have many more platforms, mediums, and touch points through which we can tell our stories. With 45% of a brand’s image attributed to what it says and how it says it, telling your story in an engaging, entertaining and relatable way is essential if you want to boost awareness and encourage the right people to connect with your institution. Experts believe that brand storytelling is that the way forward for content marketing strategy and help organization plan, build, develop and deliver your narrative during a way which will engage your audience on a meaningful level.
Today’s digital consumers answer a solid narrative, which is why brand storytelling is an incredibly valuable marketing tool in today’s world. From the times of primitive man, the citizenry has told stories to expire wisdom, entertain, inspire and communicate on a deep, personal level. And in the modern world, this notion remains the same – it’s just that now, we have many more platforms, mediums, and touchpoints through which we can tell our stories. With 45% of a brand’s image attributed to what it says and how it says it, telling your story in an engaging, entertaining and relatable way is essential if you want to boost awareness and encourage the right people to connect with your institution. Experts believe that brand storytelling is that the way forward for content marketing strategy and help organization plan, build, develop and deliver your narrative during a way which will engage your audience on a meaningful level.
Act in real-time
Today’s digital natives crave answers to their questions and solutions to their problems in a moment, which suggests the power to spark up conversations and react to your prospects in real-time is a useful thanks to demonstrating your brand’s human side. In the digital empire, people expect a personalized relationship with brands and expect communications that are tailored to their specific queries, curiosities, needs, and problems. By ensuring that every one of your people-facing touchpoints is responsive, providing immediate answers to queries, timely solutions to problems and sharing the right content with the right people, at the proper time, you’ll ultimately forge relationships which will add value to the expansion and evolution of your brand.
While data is integral to your ability to develop and evolve your marketing efforts, making informed decisions that drive growth and evolution, the way during which you deliver your initiatives will ultimately determine your success. Take the time to humanize your organization’s marketing efforts today to reap the rewards long into the future.
Use natural
language and evoke emotions
The
most important thing you should keep in mind is to make everything sound very
human whether it is a post, blog, advertisement, email, or just a copy. It should
look like it was written by someone real. To do that you must know your
audience, avoid marketing jargon and use humor.
Emotions
play a huge role in your efforts to humanize everything related to digital
marketing. The audience loves a good story and when you present one to them,
they will naturally insert themselves to the narrative and feel a stronger
investment to your brand.
Go
behind-the-scenes
To
make the customer understand the work behind the final campaign and product we
need to tell them about how we got the idea and what were the steps taken to
get the campaign off the ground. Tell them about the roadblock that you had to
face before you came up with the project that is now running. By making the
conversations candid you give the customers a look into how you operate your
business and it makes them feel like a part of it.
“People
don’t buy from companies, people buy from people.” This commonly-used phrase
may be a truism– but it’s never been truer than it is today. Marketers can no
longer win customers with just clever adtricks or flashy appearance. Modern
buyers/customers want to know and trust the companies they’re buying from.