Talking Points
May 2024

How to Make Digital Marketing More Human

These days, it’s easy to get wrapped up in analytics and overlook the intimate, human connection our marketing is trying to make. If we adhere too closely to guidelines, statistics, and best practices, we risk losing the very element that motivates most consumers—emotion.

SEO vs. Storytelling
Content marketers generally fall into two camps. SEO advocates zero-in on Google rankings and keyword research, aiming to maximize exposure. Content writers strive to tell compelling stories. Savvy digital marketers know humanizing your marketing requires a healthy balance of both. Here are 5 tips to help you get it done.

  1. Two strategies work better than one
    Marketing is all about creating and maintaining relationships. Focusing solely on the data or the content won’t work. You need to use them together. Data reveals where to find customers. Words make customers feel heard and understood.
  2. Keep your eye on the target
    Changing tactics for different marketing channels is wise, as long as we don’t get caught up in it. We’re communicating with people, not screens. Always remember that there’s a person on the other end of the line.
  3. Create 3D buyer personas
    You know about buyer personas, with their ages, occupations, and pain points. Now it’s time you go a little further. By learning buyer interests, emotions, and aspirations, you’ll connect in ways that earn their loyalty.
  4. Show a little empathy
    Compassion is the bridge between customer needs and your solution. You’ll cement your relationship by being understanding. Prove to customers you’re listening and that their needs drive your actions.
  5. Stay in touch
    Finally, think of customer relationships as long-term commitments. Express gratitude for their business. Ask for feedback. And send them frequent thank you notes. If you demonstrate you’re in it for the long haul, they’ll likely reciprocate.

The most successful brands listen, learn, and actively communicate with customers. If you put these ideas into action, your customers will reward you.

Based on Five Ways to Make Your Digital Marketing Feel More Human, from

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