In 2021 we have seen a rise in automation, chatbots and webinars. Businesses are streamlining, teaching up and outsourcing more than ever. With business competition in 2022 set to be tougher than ever, owners and managers are looking for ways to stand out from their competition.
According to business consultant and expert Angela Henderson, businesses that can implement human to human marketing tactics in 2022 will have a strong competitive advantage and will win over the hearts (and sales) of customers. Angela has 11 years of experience in the business industry, including four years as a business consultant.
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What is Human to Human marketing?
Human to human marketing is the experience and interaction one faces with a particular brand. In 2022 Henderson believes customers will want to feel like they are cared for more than ever.
“I’ve seen the invention of automation, and the rise in quick sales and lead acquisition,” says Angela. “These tactics have their place and can save an enormous amount of time. However, customers still want to be treated like humans. Plus, they want to feel like they are being attended to by humans, not robots.”
Utilising human-to-human marketing tactics is a way to create a base of loyal, repeat customers. It’s widely accepted that creating repeat customers is far more cost-effective than acquiring new customers. According to research conducted by Fred Reichheld increasing customer retention rates by 5% can boost profits by 25%.
So while generating leads is important, customer retention can be gold – thus even more so the importance of ensuring human to human marketing is infused in your business.
How can I use human to human marketing in my business?
According to Angela, human to human marketing can be incorporated at any step of your business model.
“Replying to DMs, messages and emails yourself or team is a way to foster a relationship directly with your customers. Depending on your capacity you can also use phone conversations or include handwritten notes with shipped products.”
“If you are running a short course you could call each participant individually, provided there are not hundreds, and check-in with them before the course starts. Find out if they have any particular subject interests or technical concerns.”
For example, Angela runs Australia’s most exclusive leading women in business retreat with only 50 invites. Two weeks before the event Angela personally calls each of the attendees to check in with them.
This fosters a personal and long-lasting relationship. Leading with value The core of human to human marketing is to lead with value. This is demonstrated in the popular business strategy book By Bob Burg and John David Mann “The Go Giver”.
Burg and Mann discuss five laws of stratospheric success, the first being the law of value.
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The five laws are:
- The Law of Value: Your true worth is determined by how much more you give in value than you take in payment.
- The Law of Compensation: Your income is determined by how many people you serve and how well you serve them.
- The Law of Influence: Your influence is determined by how abundantly you place other people’s interests first.
- The Law of Authenticity: The most valuable gift you have to offer is yourself.
- The Law of Receptivity: The key to effective giving is to stay open to receiving.
Leading with value is the first step in human to human marketing.
To achieve this Angela recommends always pairing your human to human tactics with real value for customers.
“If you look at Facebook ads, you can always tell the companies who want to provide you with value versus those that just want your credit card.” Businesses who lead with value, and can demonstrate they are human, are the ones who start conversations. Henderson says it’s really simple… “conversations + nurturing connections = conversions.”
“If you’re launching video content on social media, show your face and use your own voice. Viewers are more likely to connect with your mannerisms, your story and therefore with your product or service.”
“When this customer purchases from you they will be purchasing an experience, from a real-life human. It will give your product or service a long-lasting meaning.”
It all comes down to trust By embracing human to human marketing in 2022 business owners can expect to build a trusting relationship with their customers. Building brand trust and confidence is foundational to sustainable business success, according to Henderson.
“With the rise in aggressive, fast marketing tactics over the years customers are more concerned than ever about being ripped off.
However, if you’ve led with value and add human to human marketing tactics your customer will trust you well into the future.”
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