Consumer Trends – Humanisation
Bmoozd • Consumer Trends • Humanisation
Don’t you just hate always talking to robots?
With the invention of AI (Artificial Intelligence) and many companies using this to communicate with their customers, people are beginning to feel a disconnect between themselves and brands.
In 2020, brands should be looking to find ways to genuinely and authentically connect with their audiences. People generally establish these connections with brands when that connection comes on an emotional level. This is something that cannot be achieved with automated responses.
In this article, you will learn about why humanising your brand is vital for your success in 2020. You will also learn how to create an authentic connection with your audience and make them loyal to your brand.
Technology has become such a huge part of our day to day life that sometimes, people will spend more time having conversations with Siri than a human person. 1/3 people believe that technology has made life more complicated.
They are talking about how they feel left out of the rapid development of digital technology. They feel disconnected from the technology that is meant to help them connect with people and brands.
At this point, almost every human interaction that we would have a day to day basis can be achieved through technology. Technology has consumed our lives and severed the connecting that brands could create with customers by meeting them face to face and in stores.
What does this mean for Brands?
We live in the digital era where almost every element of our life is changing to become digitally automated. This means that it is getting harder for businesses to build an emotional repour with consumers.
Companies need to establish themselves in the minds of their customers like brands that they will revisit. How do you do this when 2 billion people buy online each year?
Your business needs to understand your audience and how they prefer to be contacted directly. Customers are tired of receiving impersonal messages.
Building a connection with your audience can only be achieved by making your brand human. This means you will have to consider what the personality of your brand is, based on your target audience.
You can connect with your audience in a personal way through digital methods. Connecting personally and in a human way is the only way to ensure that your business will be memorable.
How to Connect with your audience and Humanise your business
Talk to them
Talking to your customers directly can be achieved first through strong market research. If you understand your customers, you can connect with your audience.
Although people feel that technology removes any human elements from a brand, social media allows people to connect personally. On social media, a person can follow brands and companies to stay up to date with what they are doing. They can engage with these business social media profiles, potentially increase brand loyalty.
A great place to begin when you are trying to humanise your brand is on social media. Your page needs to post content that is relevant and engaging for your consumers.
Social media are platforms that are attempting to help us all reconnect and enjoy the human elements of life by sharing opinions, photos and videos.
For a business it is best to share a range of content including product information and photos. However, the most effective type of content you can post is video content.
We have mentioned in the past how video can highly affect your brand as it is a huge contributor to building your online identity and connecting with your audience. To find out more, read our article Video Killed the Radio Star.
Get a look in!
Now, this may seem like the most obvious thing that you can do to connect with your audience, but companies do forget it. They think that customers are looking for the most unique and coolest way to interreact with a company. However, simplicity can be the most effective.
Communicating with your audience is easy once you have established your buyer’s persona. Your buyer’s personal (or ideal customer) is the type of person that will purchase your products and services. This will be the foundation for deciding how you will connect with consumers.
If you have an existing customer base, you can use them to carry out your market research. Consider using social media voting systems on Facebook, Twitter, and Instagram. However, if you do not believe this will be effective you can run a spit-email campaign.
A split-email campaign is when you split your existing customer base in two. After this, you create two different emails that differ as much as possible but both fit within your brand.
Consumers in 2020 want to feel like they can trust businesses where they spend their money. For your company to succeed and grow in 2020, you need to make sure that your brand is transparent.
To be a transparent brand, this means that details of your business growth and development are shared with your followers and subscribers. The first and most well-known way of doing this is through Newsletters.
Newsletters allow your business to share the latest growths and developments in your company. You can also compile some of your new products, discounts, and services into the newsletter. Just remember to make sure the news is the primary focus of the newsletter and not your offers.
You can also keep your followers up to date on social media. Most platforms now allow you to post instant updates on your story. Also, if a big development happens or even if you have a very happy customer, make a post about it. This will help you connect with your audience and make your brand appear more human.
The other side of this is if your company faces any problems. Most companies will not post any issues that they have with their products or online sites. However, it has proven to be effective to update customers on social media and email when those problems are fixed.
This can bring back traffic to the site and get them to make a purchase. Along with this, customers recognise that as a business you make mistakes. Making mistakes make your brand more human. Make sure your issues are fixed quickly with an apology message.
A word of warning! I recently received one of these emails from a company. The subject line of the email made me very worried, “Orders Cancelled”. This made me think that my purchases had been cancelled. It actually was about the company fixing the ability to cancel orders. Remember to be careful with the emails you send and the posts you make; don’t rush them.
Building a relationship with your audience will guarantee that they remember your company and business. How do you build up a relationship with your customers you may be asking?
One of the strongest ways to build up relationships with your audience is through social media! Social media allows you to share your messages and post directly onto your follower’s feeds.
New social media channels are popping up all the time, most recently TikTok has become hugely popular. However, there are some well-established social media platforms that you can use to spread your message on.
- Facebook. This platform allows users to upload pictures, videos, and statuses that help people keep in touch with friends and family. Businesses can use Facebook to let users know about their latest deals on offer to customers. Along with this, you can encourage users to post pictures and videos of them using your products and services.
- Twitter. This platform is an online news and social networking site where people can post short messages called tweets. You can post all updates related to your company and encourage customers to sweet at you using hashtags.
This social network allows users to find inspiration and ideas for their interests and hobbies. This is a great platform for any business that creates unique products or build an experience. This platform acts as a digital mood board. With Pinterest, you can link pictures back to your own website where customers can make purchases of services or products you offer.
- Instagram. This social networking service gives users the ability to post photos and videos on their profiles. This is the newest social media platform to be considered as one of the main networks for businesses to use. This platform has the highest in-app purchases through their ads.
It is clear that for businesses to survive in 2020, they need to establish an emotional connection with their audience. This means that they must humanise their brand.
For a company to humanise themselves, they need to have researched who their audience is and who their target audience is. Along with this, they need to know what elements of the brand work best for them and know which social media platforms work best to build their online presence.
Being transparent and building relationships through social media is a great way for your business to grow and retain your customers. If you are looking for support on humanising your brand, get in touch with us now.
Remember, if you enjoyed reading the article, please share it on social media so that your followers can learn how to humanise their business.