That human contact is important is nothing new. Doing business is and will always be about people. We simply prefer to buy something from someone we feel good about, rather than from a logo. It is therefore important to invest in customer relations and to offer a pleasant customer H2H marketing experience. Especially now that information has become more accessible, partly due to the rise of social media and review sites. Customers are becoming increasingly outspoken and demanding and do not hesitate to share any disappointments online.
Organizations that give genuine attention and really immerse themselves in their customers will win the battle for the customer. With an H2H focus you can distinguish yourself from the competition and get loyal customers.
H2H: Human to Human, from human to human
Personal attention is becoming increasingly important. Certainly in the digital world we live in today. As marketers, we can measure more and more through the pros and cons of outsourcing lead qualification digital transition. We analyze data, customer journeys , clicks, downloads, conversions, etc. But behind all those numbers are people. People who are concerned about something in business and want to be helped.
In order to help these people as best as possible, you first have to get to know them. Really get to know them. That requires personal contact. Human to human, from person to person. So it is important to build customer relationships. And that does not start with Sales, but at an earlier stage with Marketing.
Focus on H2H, also as Marketing
Building sustainable relationships starts with Marketing. This requires a shift in thinking from mass communication (one to many) to 1-on-1 communication (one to one). Behind the scenes, this can still be arranged using technology, but the feeling with the recipient is different.
First, determine what the personality of your organization is, so that you can tailor the tone of voice of your communications accordingly.
Some H2H marketing tips: H2H marketing
- Be sincere in your communication, use understandable language and dare to be vulnerable. Reviews, for example, become more credible if there is also a negative point. So don’t show a polished version of your company but an honest one. With ups and downs.
- Don’t send the same email to france phone number library your entire mailing list, but personalize your emails. For example, use ‘conditional’ content. This is content that is only shown to those for whom it is relevant.
- This also applies to your website. You can also offer a personal experience to a website visitor. For example, are there industry-specific advantages of your product or service? Then ask a number of questions using dropdowns, such as the industry, and then show content based on the answers given.
- Use photos of people on your website. Preferably your own employees. After all, it’s about human to human. Not stock photo to human.
- In your communication, let the ch leads people in your organization speak. Introduce colleagues, let them talk about projects. Record a video and show the office building.
- Find out as much as possible about your leads. What are their interests and needs? What information would really help them? For example, call existing customers or webinar participants and ask. Then create content that ties in with this for each phase in the customer journey.
H2H summarized H2H marketing
H2H, human to human, is about personal contact, about the interaction between people. After all, people do business with people, not with logos. Therefore, build sustainable customer relationships. This does not start after a lead has been transferred to Sales, but already starts with Marketing. Among other things, by sending relevant, qualitative information, tailored to the recipient.