Digital marketing has many advantages in today’s online society. From sophisticated targeting capabilities to personalization and social selling, many companies embrace a digital-first mindset, preferring the speed, lower cost, and measurable results of online marketing.
However, in a post-pandemic world, people are craving human connections. Also, with the emergence of AI-enabled technologies, chatbots, and automation, it seems the more technology we have, the more people want human interaction.
Prioritizing human connection in your marketing efforts can be a differentiating factor in building brand trust and loyalty.
A Human Customer Experience
Even with the fundamental need for human connection, customers still want instant access to information, real-time updates and the ease and convenience that the digital landscape provides. Not to mention, with budget constraints and the need to showcase marketing’s value, finding ways to meet your customers where they are physically while leaning into the efficiencies of online channels can produce cost-effective, measurable brand engagement.
Here are five ways to effectively blend the human touch of offline channels with digital tactics to create a seamless, more human customer experience:
Keep the conversation going after events. Events are the epitome of relationship building. These one-on-one personal interactions and networking opportunities can create and sustain long-term customer relationships, whether at tradeshows, grand openings, or educational workshops.
Events can also provide an opportunity to gain insights and feedback from a captive audience. Ask attendees to take a short survey, participate in a customer forum, or simply share their feedback on your products.
This educational information becomes a gold mine of digital content. From publishing survey results in an email newsletter, responding to comments via social media, or building purposeful website content, these activities demonstrate a company’s ability to listen to its customers, further creating a personal connection to the brand.
Leverage social influencers. Social influencers are, first and foremost, people. They can serve as a bridge from offline interactions to online opportunities. Instead of producing promotional endorsements or product evaluations, create experiences for social influencers. Offer a tour of your factory, invite them to attend an employee meeting, or have them appear at an in-store event. These activities put a spotlight on humanity. It also enables the influencer to naturally interact with people, showcase their personality, and develop more authentic content.
You can also extend the reach of your message by interacting with the influencer-generated content. Engaging in the conversation, responding to comments, and being present can deepen the relationship with the audience, resulting in increased social account followership, more website traffic, and sales.
Build brand equity through community events. Engaging with your community is a powerful way to cultivate deeper connections with your customers. Aligning your company with organizations or charities that are meaningful to the business and its employees can positively impact brand reputation. Also, find opportunities to invite your customers to actively participate or co-partner in these events for long-lasting effects on your business.
While these genuine human interactions cannot be replicated in a digital environment, they should be part of a larger marketing strategy. Developing a consistent community relations program within your marketing plan allows for online intersection points on your website, amplification of online conversations, and customer inroads.
Create custom digital tools for your team. Your customer service and sales team are on the front lines of customer interaction. They talk to your customers daily. After a meeting, sales visit, or phone call, give your customers a way to engage with your brand through digital touchpoints.
Two great ways to extend the experience are through email marketing and QR codes. These are simple but powerful ways to quickly connect customers to online content. Adding QR codes to sales enablement assets such as pamphlets, business cards, and presentations or sending post-contact emails with personalized links enables customers to continue to engage with your brand.
Further extend these assets by connecting your customers to surveys, how-to videos, or personalized websites that reinforce your account-based marketing initiatives.
Write like your audience talks. Lastly, you need to ensure the tone and voice of your online content mirrors those offline conversations. Your content should reflect how your audience speaks in real life. Ask yourself, are your customers really ‘leveling up’ or ‘infusing’ anything into their business?
To do this effectively, go beyond the personas. Hear it for yourself. Go to a customer meeting with your sales team, listen to customer service transcripts, attend a forum, or better yet, talk to your customer yourself. Through active listening, you can gain insights into their pain points and needs, creating relatable content that will truly resonate.
The Takeaway
Leading with a human connection can provide a competitive advantage for today’s marketers. A customer should feel the same experience, whether in person or online. By using interpersonal interactions and blending them with online channels, it enhances the overall customer experience and can lead to measurable results.
The statements, opinions, and views expressed in this article are my own and do not reflect those of my employer.
Shannon Myers, Brand & Campaign Lead, Lockheed Martin
