Over the last few decades, the world has seen some drastic changes, and the recent pandemic has opened our eyes a little wider to this change. Back in the day, we relied so much more on human interaction than we do today. Ordering a coffee once required waiting in line and communicating with a barista and possibly other customers in the coffee shop. Today, you can place a mobile order right from your cellphone and swing around through the drive-thru or indoor pickup counter to retrieve it. Heck, sometimes you’ll even catch a glimpse of two people dining out at the same table, both with their noses buried in their phones texting each other! In today’s world, we can accomplish it all with just the touch of a button without needing to interact with anyone. Sure, on bad hair days or when you’re in a rush, skipping out on the small talk and face-to-face exchange is just what you need, but it can also leave you feeling detached. After all, we are human, and humans crave interaction. When it comes to your marketing plan and strategy, it’s important to keep this in mind, even as technological advances continue to roll in. Tim Sanders, a New York Times bestselling author, former Yahoo! Executive, and public speaker, said, “Your network is your net worth.” Creating personal connections with your customers is essential for your business to succeed. With so many virtual and technology-driven resources available, it’s easy to forget that we are dealing with and targeting real, walking, and breathing people. The goal is to help these live people to feel connected to your brand. According to a recent survey, 66% of customers think they are just a number due to impersonal messaging and a disconnect from the brand. Thus, in your advertising, instead of focusing on your idea or product, you must emphasize your brand’s impact on their lives. Highlight your authenticity — allow them to see that you’re human, too! Evoke emotion in your brand identity. A powerful brand identity pulls on emotion and helps consumers identify with it. Your brand should allow your customers to be heard, seen, understood, valued, and safe. As humans, we all want a sense of belonging, and if your brand can help customers to feel that by aligning with their values, they are likely to choose you over your competitors. Actively listen to your customers. You may be listening, but are you really listening? It’s important to get to know your customers. What are their interests, hobbies, and favorites? What do they dislike? What are their needs and wants? Social media is one of the greatest ways to interact with and listen to your customers. When you interact with and acknowledge your customers on platforms such as Facebook, Instagram, Twitter, and TikTok, they feel heard and supported. Remember that
conversations and social media threads are all about timing — your customers won’t be there tomorrow. You must be quick, prompt, and responsive. Add a human touch. Do away with automated messaging and add a personalized touch. Everyone has grown sick and tired of chatting with bots to achieve their customer service needs and listening to automated recordings. Adding something more personalized and intimate will help your brand stand out. Sure, utilizing AI is great, but incorporating a human feel into your client communication increases customer engagement and lifetime value. While most bots have nailed down including the client’s name in the email, incorporating a human sender name in the “from” box on an email is just one way to achieve a more humanized feel. Tap into empathy. It doesn’t matter how large your company is or whether or not you have a customer service team. One of the largest traits that makes us all human is the power of empathy and expressing a genuine desire to understand and care for each other. Ensure every client interaction is centered around compassion when dealing with questions, complaints, concerns, or confusion. It’s important to connect with the customer, be considerate, and put their feelings and needs first. When they experience this human connection, you create lasting and loyal customers. In your marketing, you want to showcase your human side — act and behave like a person your clients can relate to and ensure your brand reflects this humanistic touch. As a result, you’ll foster loyal and dedicated relationships with your customers that will outlast the test of time and market competition! Pro Tip
“Your network is your net worth.” Creating personal connections with your customers is essential for your business to succeed.
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