- By Sudipto Das
- 22 September, 2017
Strategies to Create a Human - Centered Marketing Strategy
‘How to connect to the buyers and customers?’
This is one of the most pressing questions that organizations of today face.
Research proves that the companies of today struggle to connect with their customers.
With businesses undergoing digital transformation, more investments are pouring into digital technologies. The aim is being omnipresent and reaching out to the buyers.
Most organizations today prefer automation and in the process, become less humanized.
This is really scary. The buyers and customers of today amount to little more than fields and accounts on the screen.
Human Interaction is Significant
One of the most significant things that people care most about digital economy is high touch in a high tech world.
In the absence of a human-centered approach, we are just automating the processes.
Automating things are quite a turn off for the customers.
We often forget about the people interacting with our products, pages, or the brand. If you are frustrated seeing the numbers in the analytics, it may be because you are putting too much focus on the medium rather than the people who are filling out the form.
The more you know your audience and create content targeted at them, you will see your metrics rising higher.
Let’s have a look at the strategies to create a human-centered marketing strategy now.
Develop a Brand Strategy for Guiding the Campaigns
‘Good marketing just feels right’, pointed out the CEO of Kick Point, a digital marketing agency.
In other words, we can say that good marketing is relatable, cohesive and prompts people to decide things without thinking too hard about it.
How can the marketers weave this effortlessness into the marketing campaigns run by them?
A solid brand strategy goes really long. This strategy is actually the culmination of core values of the brand, customer personas and art direction outlined in a central document, a document that functions as the moral compass of a given organization. This strategy will guide all the efforts of a business, particularly the marketing efforts.
It’s high time and you need to think beyond brand colors, logos or the email headers. You need to think of your brand as an individual and speak with everyone in the organization, not just the marketers to know about the characteristics your brand has.
The key ingredients of this strategy include:
Keep things as simple as possible
Ensure consistency across all channels, both online as well as offline
Make sure it is a true expression of your company and reflects its core values.
With a proper strategy, you can create more cohesive as well as enchanting marketing for the prospects, that is people behind each click.
Optimize for People and the Search Engines
If you are concerned with people, their decision-making process and the things that appeal to them, you are mastering a skill that’s hard to disrupt.
Google algorithms are released continually and people are dreaming of new ways to acquire traffic. These things will go on changing but the thing that won’t change is people who are behind the click.
As soon as you understand your audience, their needs and the reasons they convert, you have a valuable tool that’s hard to disrupt. As pointed out by Rand Fishkin, at the end of the day, it’s about balance. Regardless of whether it is creation of content or web pages or running a marketing campaign, it’s necessary to optimize for both people and the search engines.
Personalize and Segment Content
Content that is published online must be directed at someone. Here, someone refers to a specific individual or a group of individuals. Always remember, ‘If your content is for everybody, then it really is for nobody.’
Content for the sake of content is of little use. A well rounded content strategy is concerned with the company’s goals and the audience or a multitude of audiences. It’s time to personalize content to guide efforts and ensure delivery of engaging content to individuals who really exist.
You can follow a framework for content personalization.
Whom to Target
Slice audience into several unique segments. Check out on the contextual, demographic and behavioral data to pick up a segment of people you can speak to.
Things to Show
Decide on the things you want to show. Now find out whether this is relevant. Put extra effort researching your targeted audience and provide them a delightful experience.
Ways to Prioritize
How can you decide on the place to start? This comes down to checking out on chiefly three different things.
Potential business impact
Effort necessary for execution
Requirements necessary for its sustenance
Make sure not to segment your audience too thin since that will take away more effort than it’s worth.
Remember that you are not affecting the numbers but the users who are interacting with your brand and product. You need to find out:
What are the things that you need them to know
What are the requirements you need to fulfill if you want them to take the action?
These questions can never be answered without a little hard work and risk taking, but these strategies will go a long way in framing better marketing strategies.
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