An Exclusive Article for Fore Folk. Written by Aleah Kirsten Crooks

These days, a brand’s longevity is no longer guaranteed by high-quality products and services—it relies on building and sustaining customer relationships.

As customer experience expert Blake Morgan explains, go-to brands like Apple, Samsung, and Charles Schwab endure because they nurture genuine customer connections. Such relationship-centric companies typically grow five times faster than brands where customer relationships end once consumers conclude their purchase. Ultimately, the public’s preferences increasingly lean towards those whose values they can resonate with but also provide highly personalized services. That’s why if you want to future-proof your company, the key lies in human-centric marketing. Read on to see what your brand can do to achieve this.

Be approachable and accessible

One of the easiest ways to make your marketing strategy more human-centric is by making yourself easily reachable. Not only does this help you provide customer service more efficiently, but it allows your customers to feel comfortable with your business. Open up channels for two-way communication, whether via social media, email, or your website so you can engage with consumers directly—such as through comments, likes, polls, and stories on social media. Automate responses for frequently-asked questions so your customers can have their concerns addressed immediately. However, ensure you have real people to respond to more complex inquiries so customers aren’t left hanging. By opening up multiple channels of communication to your target audience, your brand will be perceived as more relatable and trustworthy.

Create authentic advertisements

With the spread of influencer culture, greenwashing, and fake news becoming rampant, consumers are finding it difficult to know what the real deal is—and what isn’t. That’s why you should deliver on their desires for authentic content. The key here is to avoid creating content that feels fake or misleading. You can do this by avoiding what SEO agency Ayima lists as indicators of fake ads. These include non-credible sources, poor spelling, a lack of substantial content, and false information. As a marketer, you can achieve authenticity by avoiding these qualities. Instead, use credible sources and ensure valuable information in your social media posts or on your website’s blog. Highlight the benefits of your products and services and discuss how they can add value to your customer’s life. This way, you develop authentic ads that can resonate with your audience’s needs.

Actively listen to your customers

Customers want to feel valued by brands. In our article “Building Your Bond – Not Brand” we cite an MBLM report which finds that customers will pay more for brands they relate to emotionally. That’s why your marketing strategy should reflect a deep understanding of your target market’s emotional motivations and buying behaviors. Listen to what your customers have to say online. Look through reviews and comments beyond your website and social media platforms. You can also welcome feedback through surveys or polls that offer discounts so you can understand what your strengths are and where to improve. By putting your customers at the heart of your marketing strategy, you can humanize it and make it more relatable.

Be vocal about your advocacies

Today’s consumers value companies whose beliefs are in line with theirs. Harvard Business Review discusses that companies become more resilient when they move with societal megatrends like inclusion and climate change. That’s why when financial markets were collapsing in 2020, brands with better public perception had better stock returns than competitors. So if your company actively advocates for specific causes, like uplifting underrepresented communities or pursuing sustainable sourcing, you should highlight these efforts in your marketing materials. When your brand actively seeks to give back to society, it will feel more human and cultivate greater trust among your customers.

Human-centric marketing is integral to a company’s long-term success. By communicating well, being authentic, and highlighting your advocacies, you ensure strong connections with your customers.

Written by Aleah Kirsten Crooks
Exclusive for forefolk.com

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