In this era of priceless data, brands and companies have access to a wealth of knowledge on the attitudes, motivations, wants, and preferences of their target markets. And any organization’s continued success depends on these insights.
But with so many indicators at our fingertips, it’s all too simple to concentrate only on the data and ignore one of the key components of every effective digital marketing strategy: the human element.
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In today’s hyper-connected digital age, studies show that customers are 53% more likely to engage with a company they can talk to right away. This is evidence of the critical necessity of personal connections.
With so many touchpoints and factors to take into account, it may be extremely difficult to appeal to the correct customers without coming off as promotional or overtly corporate. This article looks at how to humanise the digital marketing strategy of your company.
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Drive Empathy
As fellow humans, our capacity for empathy is essential to establishing and growing interpersonal connections. To that end, your firm will have a better chance of inspiring your audience to engage if it can foster empathy through its digital marketing strategy or communications.
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Empathy enables us to feel, share, and respond, and by fostering empathy, your brand will eventually engage prospects in a two-way conversation rather than simply speaking to them.
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Your digital marketing strategy will be able to produce a variety of content that inspires empathy, offers inspiration, offers advice, and encourages positive engagement as a result of using key demographic information and thorough buyer personas to really drill down into your audience and understand them on a personal level.
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This digital marketing strategy delivers a true sense of transparency by giving the consumer a direct peek into the brand’s underlying beliefs. It is also as informative as it is enjoyable, and the visually stimulating nature of the videos encourages the spectator to forge a closer connection with the company.
Enhance your brand storytelling
Because modern consumers respond to a compelling tale, brand storytelling is an exceptionally effective digital marketing strategy.
Since the beginning of time, people have used stories to impart knowledge, amuse themselves, be inspired, and connect with one another deeply and personally. And in the modern digital world, this idea is still valid; the difference is that we now have a lot more platforms, media, and touchpoints at our disposal for telling tales.
In an effective digital marketing strategy, if you want to increase awareness and inspire the right individuals to engage with your organization, sharing your story in an interesting, amusing, and accessible way is crucial. In fact, 45% of a brand’s image is ascribed to what it says and how it says it.
Brand storytelling, according to experts, is the future of content marketing strategy. It can help your business plan, build, grow, and present your narrative in a way that will truly connect with your audience.
Act in real - time
Currently, if a website doesn’t offer live chat, 77% of visitors won’t make a transaction.
The ability to create discussions and respond to your prospects in real-time is an excellent digital marketing strategy to show your brand’s human side. Today’s digital natives desire immediate answers to their inquiries and solutions to their problems.
People want individualised interactions with brands in the digital sphere, as well as communications that are catered to their particular questions, interests, needs, and issues.
This type of digital marketing strategy can build relationships that will be valuable for the development and evolution of your brand by making sure that every one of your people-facing touchpoints is responsive, offering quick responses to questions, prompt solutions to problems, and sharing the right content with the right people at the right time.
Add elements of automation
Although automation might not seem appropriate in this situation, autonomous technologies like artificial intelligence (AI) and machine learning (ML) can benefit your company in a number of ways, including by enhancing your real-time responsiveness and supporting larger digital marketing strategy.
Chatbots are arguably the most useful autonomous technologies that have arisen in recent years when it comes to using robotic aid to humanise digital marketing strategy.
But, not everything needs to be automated. In effective digital marketing strategy, it is required, artificial intelligence can be used without impairing the consumer experience. AI won’t be able to replace human assistance.
For instance, a chatbot can offer assistance when a consumer approaches an insurance provider to purchase an insurance plan by posing important questions and providing options for the customer to choose from, such as:
- What should the insurance policy’s name be?
- What much is specifically covered?
- What is the plan’s duration?
This can be done very efficiently and rapidly with AI-based support, but a chatbot won’t succeed if the question is about insurance or needs to be verified. In these circumstances, providing the consumer with human support may be the best option. Balancing between AI-based support and human support is necessary for every digital marketing strategy.
Encourage brand advocacy
Brand advocacy is a powerful tool for humanising digital marketing strategy.
90% of people prefer traditional advertising to the ideas, emotions, and viewpoints of their peers. Furthermore, distributing promotional messaging to employees rather than to the business itself increases their likelihood of being shared by 24 times.
Your digital marketing strategy will become more human in a way that will highlight your value in a way that traditional advertising falls short of doing by utilising staff or devoted customers to spread your brand message, participate on social media, and create content that is targeted at what you have determined to be most valuable to your prospects.
Your digital marketing strategy must provide people the chance to participate in brand advocacy by starting conversations on social media, posing queries, developing interactive content, developing quizzes, and holding contests that call for response and reaction. Additionally, motivating brand advocacy and increasing reach to fresh, potentially invested consumers depend on staff engagement.
Conclusion
The manner in which your initiatives are implemented will ultimately decide their success, even though data is essential to your ability to create and improve your digital marketing strategy and make wise decisions that foster growth and evolution.
Spend some time today humanizing your company’s digital marketing strategy for tomorrow’s rewards.
