HUMANIZATION MARKETING: WHAT AND HOW TO USE IT FOR A BETTER CUSTOMER EXPERIENCE

ustomers today expect---even demand---a human touch in their interactions with businesses. A study from HubSpot found that 93% of customers are likely to make repeat purchases with companies who offer excellent customer service. Humanizing your marketing is the answer, and, in many cases, your competitive edge.

Humanization marketing is based on the recognition that all customers are individuals with unique interests and needs. In essence, this form of marketing is a shift from “what do we want them to know” to “what do they want.” A successful marketing effort based on this concept starts with one-on-one communications with customers with the goal of understanding their goals, challenges, and pain points. In essence, you are trying to find out what your customers want to know, what problems they are encountering, and how you can help them. If executed correctly, humanized marketing results in a better overall customer experience and, ultimately, higher customer satisfaction and loyalty.

So, how do you implement humanization marketing into your strategy? Here are some suggestions:

1. Utilize your brand's social media to build a community and connection with your followers. Instead of just “pushing” out what you want them to hear in social media posts, interact with them, solicit their feedback and get to know them better. This can be done by starting conversations with open-ended questions and posts and responding promptly to their messages and comments.
2. Establish a positive company culture and encourage your employees to interact with your brand online. If your employees feel positively about your brand, they can act as valuable brand advocates. Their advocacy can lead to better product or service sales, and be a valuable asset in your hiring process.
3. Survey your current and prospective customers. Ask them what they want, what they like and what improvements can be made on social media, in online surveys sent out via email and other communications.

Humanization marketing is the future of marketing and can even be paired with automated marketing solutions to improve the customer experience. In addition to using humanization marketing to provide a personalized touch, this approach can also help you determine ideal times and frequency of communications for optimal results.

‍