KEY TAKEAWAYS:
5 Ways to Connect to People Instead of PlatformsLearn five ways to keep humans at the core of your marketing.
In the social media marketing era, so much attention is given to appeasing the algorithms that it’s easy to neglect nurturing customer relationships with your campaigns and communication. But now more than ever, consumers are looking to have authentic interactions with brands online. According to data from PR agency Ranieri, 91% of consumers are willing to reward a brand for its authenticity with a purchase, investment, or endorsement. It’s all too easy to get swept up in digital platforms and best practices that you forget who all of your efforts are for: other human beings. Here’s how you can create more authentic, human-centered experiences for your customers online.
“91% of consumers are willing to reward a brand for its authenticity with a purchase, investment, or endorsement.”
Ranieri
5 Ways SMBs Can Create Human-Centered Experiences for Customers
1. Prioritize People in Your Visuals
Since ancient times, humans have been using images to share information with each other (think: cave paintings). Featuring people-focused imagery on your website, socials, and other digital platforms promotes trustworthiness with consumers and creates a stronger emotional connection between them and your brand. This results in increased conversion rates. Choose photos that enable visitors to picture themselves benefiting from your product or service. We recommend opting for real photos over stock imagery whenever possible.
2. Build Stronger Bonds with Video
Video content marketing does an excellent job of telling a brand’s story and engaging a targeted audience. It can convey the feel and personality of your business in way that the written word and static images can’t. Short-form video marketing promises to grow in popularity, capitalizing on the reality that humans’ attention spans continue to shrink. According to recent research from Wyzowl:
- 91% of people have watched an explainer video to learn more about a product or service
- 82% of people have been convinced to buy a product or service by watching a video
- 87% of consumers say video quality impacts their trust in a brand
- 89% of consumers want to see more videos from brands in 2024
3. Create a Reliable Brand Voice that Resonates with Your Audience
The words and imagery you use to express your brand’s messaging make up your brand’s voice. Because familiarity builds trust, consistently communicating in a specific voice is essential because it delivers information to customers in a style that they are acquainted with. This article is a great place to start when it comes to brand building, as you identify the distinct brand voice you want to have for your target audience.
4. Highlight Your Commitment to CSR Initiatives
Today’s consumers are increasingly conscious of corporate values. Per a recent CSR survey from AFLAC, 77% of consumers are motivated to purchase from companies who are committed to making the world better. When you embrace Corporate Social Responsibility (CSR) as a small business, you demonstrate a commitment to ethical practices and societal contributions while aligning with the values and expectations of modern shoppers. For instance, consider engaging in local community projects, support sustainability efforts, or contribute to social causes you’re passionate about. Data shows that businesses engaging in CSR can see improved customer loyalty and brand perception. By integrating CSR into your core business strategy, you can build stronger, more meaningful relationships with your customers that will influence them to remain lifelong customers.
“77% of consumers are motivated to purchase from companies who are committed to making the world better.”
Aflac CSR Survey
5. Respect Customers’ Data Privacy Preferences
Cultivate customers’ trust by adhering to data privacy best practices. Be transparent about how you collect, use, and protect customer data. Simplify your privacy policies and consent forms, making them easy to understand so that customers feel informed and in control. Some other examples of respecting customer privacy include allowing customers to opt-out of data tracking on websites, sending emails that offer clear unsubscribe options, and using data encryption to protect user information. These actions not only comply with regulations but also signal to customers that their privacy is a top priority, laying the foundation for a relationship based on respect and consumer autonomy.
Need Help Growing Customer Relationships?
Not sure where to begin with building rapport with customers and strengthening ties with current customers? Connect with a TTG mentor!
