The uptake of online shopping, social media and contacting businesses via their website has meant that many of today’s business is conducted without the personal interaction of years gone by, but that doesn’t mean your business should disregard the need for having a human touch.
While consumers now crave the ability to seek information, buy and connect whenever and wherever they are they still want that sense of personalisation and connectedness. The businesses that embrace the human era of branding and online marketing will be the ones that prosper.
Online marketing and social media platforms allows customers to quickly and easily ‘see’ the real you and if they don’t like what they see you will lose them forever. If your audience don’t feel connected, respected and valued, don’t trust that you are being genuine and authentic then you won’t be calling them customers for long, if ever. So how do you become a human era business?
- Listen and engage in eye-to-eye conversation
- Be open and actively seek customer input
- Deliver messages, products and services that are more inclusive, personalised and intimate
- Understand that your customers seek to, not just buy something, but buy into something
- Deliver solutions in ways that will drive engagement
- Be real, be flawed. If you make a mistake, admit to it
- Connect, be interested, friendly and bring back fun
- Instil trust by embracing the idea that ‘the little things matter’
- Communicate with a passion for your people
- Always be empathic
- Empower individuals to be your brand
- Understand that your customers are one of your greatest assets
Overall you need to deliver an authentic and consistent story that provides true connection and inspiration, even online. It won’t happen overnight – you need to align your brand values, systems and processes to be customer driven and then build trust – this will take a united effort from all levels of management and employees. Start by ensuring that all of your messages online are consistent and in line with your goals. Contact the team at Website Design Centre to learn more.
