Human to Human
There is no more B2B or B2C marketing, what marketing is about now is the H2H (human to human experience).
There is no more B2B or B2C marketing, what marketing is about now is the H2H (human to human experience).
Human-to-human marketing represents the concept that behind every business, consumer, non-profit, or government body, there is a living, breathing human being who is making decisions about the business.
People no longer buy for logical reasons, they buy for emotional reasons and we tend to get away from this fact, especially in today’s highly digitized marketing era where bots, artificial intelligence and other forms of machine learning prevail.
But now more than ever, implementing that “human” element can be a huge differentiator for brands in the crowded and often impersonal digital world.
Humanizing your marketing builds trust. It taps into people’s emotions which is one of the most important elements in the decision-making process of a buyer’s journey.
Below are great ways brands can think about marketing through an H2H lens:
Below are great ways brands can think about marketing through an H2H lens:
1. Talk Like An Actual Person (Create a Person Persona)
Keep in mind that over-engineered, robotic and static language is not believable and resonates with no one.
Keep in mind that over-engineered, robotic and static language is not believable and resonates with no one.
Brands should, therefore, stop trying to be perfect and talk like an actual human, because striving for perfection can quickly become a brand’s Achilles’ heel. Consumers familiarize themselves with brands that use humanized words in marketing.
2. Embrace Your Shortcomings (Be transparent)
Consumers are wary of brands that overdo it with the pros and don't address the cons. That’s why providing an honest, balanced view is a critical trust-builder. No product or service is right for everyone, period.
Consumers are wary of brands that overdo it with the pros and don't address the cons. That’s why providing an honest, balanced view is a critical trust-builder. No product or service is right for everyone, period.
And when you proactively surface your brand’s shortcomings, you’re getting ahead of your buyers’ concerns and objections.
3. Use stories to Become Memorable
Storytelling is a potent and necessary “human” element for marketing.
3. Use stories to Become Memorable
Storytelling is a potent and necessary “human” element for marketing.
A customer story is an H2H antidote to a traditional sales pitch. Brands should incorporate storytelling elements into marketing; answering questions like; why should a consumer come to you?
How can you help? Research shows that if people love your brand’s story, they are more likely to buy from you in the future than buy your product immediately.
4. Incorporate User-generated Content (UGC)
User-generated content (UGC) is a vital element for every H2H marketing.
4. Incorporate User-generated Content (UGC)
User-generated content (UGC) is a vital element for every H2H marketing.
Consumers are naturally skeptical of marketing claims that come straight from the source (brand) but are open to hearing the opinions of like-minded peers. In fact, consumers are more likely to trust their peers over advertising when it comes to purchasing decisions.
At SBI Media, H2H formulates our strategic strengths in marketing for brands and we hope you find H2H marketing as interesting as we do. And if you want to explore the H2H marketing toolbox but don't know how? We are reachable via email: info@sbimedia.com.ng.
