Human-to-Human Marketing: Establishing a Long-Lasting Relationship With Your Client
We’ve all heard that a business must know their customer. That is the most basic rule of any marketing book and it should be considered an absolute given. But knowing a customer is not enough. The problem with many companies today is that they fail to satisfy this rule in its entirety and only observe the first part of it—the "knowing." What they do not realize is that, as people, we need more than just knowing; we need understanding, emotional support and a sense of belonging. We seek these things in our personal relationships—why should our business relationships be any different?
In an increasingly competitive and saturated market, it is becoming more and more difficult to grab the attention of your target audience. So, for businesses, it’s important that they have a purpose in order to have human-to-human interaction with consumers. Today's consumers want to know that you are authentic as well as compassionate with their needs. They also want to know if you provide a solution beyond their needs and requirements. In order to be successful with your H2H marketing efforts, you must be relatable, transparent and honest with your customers. With all of the B2B and B2C marketing strategies you see everyday, taking a Human-to-Human approach may seem confusing. Don’t worry- we have answers for you!
What is human-to-human marketing?
Human to human marketing is all about connecting with your audience on a personal level. The goal of H2H marketing is to create a long-lasting relationship with your clients, built on trust and confidence.
To achieve that, you need to be transparent, honest and authentic. You also have to be empathetic and compassionate. Share your experiences and show how they helped you grow as a person or business owner. Be relatable by sharing the things that make you human (fears, insecurities, etc.).
Why is human-to-human marketing (H2H) important for a successful business strategy?
Before we get into the details, let’s talk about why H2H marketing matters in the first place.
As a marketer, you probably have a pretty good idea of what you want your potential customer to think and feel about your company. You want them to view you as an expert in your field and trust that you are the right person to solve their problem. And if they’ve had a positive experience with your brand, you would hope that they will continue to support you long after their initial purchase.
But how do you go from wanting all of these things for your customers to actually making them happen? You can start by connecting with them on a human level.
Human-to-human marketing (H2H) is a great strategy for companies to use if they want to build long-lasting relationships with their clients. If you don't put the humanity back into your brand, you're going to have trouble relating to customers, looking approachable, and showing them that you care. These things will help your company look trustworthy, build relationships and loyalty with customers, and stand out from the competition.
Can H2H outperform B2B or B2C communication strategies?
When you make your audience feel valued and appreciated, they’re more likely to reciprocate with their time/attention, start building trust in your brand and develop a long-term relationship. In fact, companies that treat their customers like humans are proven to earn more money and retain the highest percentage of their customers compared to those who don’t.
Marketers need to keep in mind that there is a human being on the other end of their campaigns—and businesses need to start seeing people instead of statistics or dollar signs.
H2H is a strategy that is here to stay and will continue gaining more traction over the next year. With 83% of customers waiting for brands to offer personalized experiences, H2H marketing has become an inevitable part of every business strategy out there and we have no doubt that this approach will transform your business and bring you closer to your target audience as well!
What are some vital qualities of a humanized brand?
Cares about customers. A humanized brand puts its customer’s needs and satisfaction first. The goal is to offer the best possible service so that people want to do business with you again and again.
Makes customers feel important. One mistake that many companies make is focusing too much on themselves instead of their audience. Instead, you should create a brand voice that makes your customers feel like they are understood and appreciated.
Has a sense of humor. People like brands that can laugh at themselves and don’t take themselves too seriously all the time. Remember, even though your company is serious about providing quality products or services, it doesn’t mean you can’t include some humor in your marketing strategy as well!
Isn’t afraid to make mistakes. Your audience appreciates honesty, transparency, and authenticity from your brand—they don’t expect perfection every single time! You can use your failures as opportunities for growth by being open with customers when things go wrong—this builds trust between them because they know they can rely on you if something does happen (and it probably will at one point or another).
Be transparent. Being open and honest with your customers is an important part of building trust in any relationship (and business). Transparency means telling them everything they need to know about their purchase before making it so they don’t feel deceived later on down the road - whether it be an extra cost or hidden fees in shipping costs!
Be authentic. Authenticity is one of the most important parts of H2H marketing because it shows that you’re not just trying to sell them something but rather build a genuine connection through shared values/interests which can go far beyond any one sale made today.
How to communicate in the human-to-human strategy?
The human-to-human marketing strategy places a lot of emphasis on communication. With this in mind, here are a few tips for communications that resonate with your audience:
Do your research. As you start this new way of thinking, you need to make sure that you understand who these people are. This is done by researching the different segments that make up your target audience and trying to put yourself in their shoes.
Understand the customer's needs. When it comes to humanizing your company, understanding what matters most to them will help you get more personal when communicating with them in a way that makes sense for both parties. This could be anything from quality products, great service or even just being heard by someone they respect at your company!
Create genuine emotional connections. Take special care to create a personal emotional connection with your audience. In order to do this, focus on building trust while showcasing an authentic personality when communicating with your audience. This will allow you to build trust and cultivate a sense of familiarity with those that matter most: the people you're trying to reach.
Communicate in a way that resonates with your audience. The best form of communication is one that conveys sincerity and authenticity. Your communication should be friendly and conversational, coming across as if it's simply coming from one person to another, not from a faceless corporation or brand name. And don't forget: be open to feedback!
Treat each customer as an individual. Every customer has their own needs and values! Respecting these differences can help you provide more personalized service which will improve the effectiveness of your messaging and strengthen the consumer relationship over time. One way to achieve this is by treating every customer as an individual, speaking directly to them without resorting jargon or corporate speak that may cause confusion or distance consumers from feeling like they're valued members of your community (which they are!).
Have a customer-focused mindset. When your primary goal is to exceed and create value for customers, you have to be ready to sacrifice your time, effort and money for their benefit. Think about it: When you’re genuinely passionate about what you do, making efforts for the people who buy from you would come naturally.
Promote omnichannel marketing. For example, if your business is on Facebook and Instagram; you should be answering all of the comments on both of these platforms. It doesn’t matter where your clients reach out to you—the important thing is that they feel heard and satisfied when they do so. Showing promptness in communication is also key to humanizing every client interaction online.
Simplify your communication. Break down complicated information into simpler terms that are easy to understand by everyone (even those who don’t have an idea about what exactly it is). It makes any kind of communication more effective, engaging and personal whenever the language used matches perfectly with the needs of the audience.
Train your team to treat customers equally. The main concept behind H2H strategy is treating every customer as an individual, which means that there’s no room for discrimination or unfair treatment in this type of marketing relationship between brands and customers. That’s why it’s important that every member of your team knows how crucial it is not just treat them equally but also how best they could do so.
To be successful, we must understand that a business relationship is similar to a personal, human one. The secret to long-lasting human-to-human marketing lies in taking your relationship with your client above the ordinary. Think of yourself as a friend who has been asked for advice and help instead of being looked at as an expert or a professional.
Need help implementing H2H strategies in your business? Book a Strategy Session with Slantics today and we can help you develop a plan to connect with your customers!