The Importance of Human-Centric Marketing
What is Human-Centric Marketing?
Do you view your targeted audience base as a dollar sign or more as a friend in need of a service you provide?
When you provide a service with the intention of how you can help an entity versus what this entity can provide for you, you’re practicing the art of Human-Centric Marketing.
As humans living in a fast-paced, and carefree society, we crave more than ever to share a personal connection with those we choose to interact with. This outlook could apply to a simple conversation between two parties or be as involved as to why Mr.Rogers should buy groceries at your store versus John Doe’s, who happens to be located closer to their home. When you understand your targeted audience’s perspective, language, values, beliefs, and goals and tailor your approach accordingly, you’re expressing the traits of Human-Centric Marketing.
How to Apply a Human-Centric Approach to your Marketing Strategy
Start a Conversation:
Listen to your audience and attempt to understand their motives. Why do they need your service or product? What benefit can you provide this person? When you can coherently understand their niche values, goals, and expectations, you promote a personalized experience. This act will result in your client possessing more confidence in your skill.
Analyze and Adapt:
Make time daily to analyze your client’s analytics. This practice will keep you well informed on your impact on this client and allow you time to implement a new strategy if needed. You will also be able to distinguish how visitors interact with your client’s site.
Act more Human:
What’s more annoying than a decrease in an analytics report? No one addresses the decrease or provides background as to why the numbers have dropped since the last report. If you’re making all of the right moves as a marketer, you’ll know it’s sometimes normal to see decreases. Where a customer may panic and see something wrong, it is our responsibility to address all impacts our efforts have had, good or bad. It could boil down to the season. If your customer sells sweaters, then a 6 mo vs. 6 mo analytic rundown will compare sales from June. A notoriously hot month and one where sweaters are not likely to be purchased. Explaining that could make all the difference between a customer losing trust & doubting your abilities and a customer learning something new and appreciating the insight you provide, thus increasing their confidence in your Brand.
What benefits will my Brand Absorb from Practicing Human-Centric Marketing?
Identify New Areas of Growth:
Traditional Marketing practices could neglect the ability to pinpoint potential growth opportunities. When you dive into the mind of your clientele to target their specific needs, if your Brand can meet those needs, and how you can address them with strategy and success, you’re implementing a Human-Centric approach. Practice this by creating a persona for your buyer and studying them. Through this technique, you’ll better detect the areas where you need to focus your message and structure your product or service accordingly.
Promotes Client Satisfaction:
What makes you feel better when you lack confidence in yourself and your abilities? As a human, validation can sometimes be needed. It should be one of several priorities as a marketer to place ease at the forefront of your client’s mind. They request our services because they trust our skills and knowledge and take a great leap of faith when selecting us to increase their brand awareness, generate leads, traffic, or whatever the goal may be. When they jump aboard a sinking ship, they reach for our hand to guide them out of the chaos.
Strengthen your Brand:
We distinguish our Brand from our competitors by our trademark’s credibility and awareness. This is why many companies showcase the clients they work with, review, and repost content. It all displays to new audience members as a company with a credible reputation. Your Brand stimulates a certain image to your targeted audience, so it’s important to make clients feel valued. Deliver an experience that provides an a-ha moment for your audience, and you’ll notice a positive impact on your brand credibility.
Developing a marketing strategy can be an overwhelming responsibility. Unclench your jaw and relax those shoulders. We’re here to help!