William Willoughby, Author at EZMetrics

Human-Centric Marketing

Human-Centric Marketing
Utilizing the Emotions & Personal Motives of your Perfect Prospect

So.. What Is Human-Centric Marketing (HCM)?

HCM is about focusing on the “human” in your marketing efforts to help gain genuine insights of what kind of approach works best with them.

The Human Centric Approach requires Brands to:

Focus on utility in its communications
How does the brand work for the human and how do you explain that to your audience.
Define its purpose
Why does your brand exists and what is your brands mission.. be clear and direct.
Focus on simplicity and context when engaging in dialogue
Don’t use fancy words
Seek to engage audiences in active participation
Reply to comments on social media, give more than just a generic comment, mention their name for a personal touch
Focus on human values
Pain points aren’t the only aspects to focus on when implementing marketing strategies. The values which are considered basic inherent values in humans include:

Truth
Honesty
Loyalty
Love
Peace

Be prepared to embrace irrationality as part of human nature

People will have their options, think of clever and respectful ways to embrace and engage to help the consumer see the situation in a different light

The most common way of identifying customers is through traditional profiling approaches like their demographic profile, but human-centric marketing Ignores this.

Instead, it focuses on a combination of three things:

OCEAN Profiling

Based on Michel Kosinski, Big Five model that assesses five personality traits:

Openness
Conscientiousness
Extroversion
Agreeableness
Neuroticism

Big Data Analysis

or the digital traces of everything we do, both on and offline. Big data analytics is the often complex process of examining large and varied data sets — or big data — to uncover information including hidden patterns, unknown correlations, market trends and customer preferences that can help organizations make informed business decisions.

Ad Targeting
Which is personalized advertising aligned as accurately as possible to the personality of an individual consumer. Essentially, it becomes a “people search engine .. or a way to find similar customers based on definitive matches to correlated psychographic data.

The idea behind this is that demographic concepts should receive same treatment due to gender or race is ridiculous, considering people under the same demographic profile are still vastly different in terms of psychometry.

Marketing today should mean putting humans at the center of your brand’s story, surrounding them with experiences informed by data, and ultimately making them feel validated and appreciated.

Identify Growth Opportunities
Embracing human-centric marketing can offer insights into your customer base that traditional forms of marketing simply didn’t have access to.

The first step in crafting a human-centric marketing strategy is delving into the psyche of your clients to identify their needs, whether or not your company is meeting those needs, and how you can better address them.

By creating your buyer personas and studying them, you can identify areas to focus your messaging and frame your products and services accordingly.

Increases Customer Satisfaction
This is the key to building the message or adjusting your operations. Correspond with the type of person that you are targeting, and ensure that they will listen to your message or acknowledge your product and services.

There’s no possibility of creating an effective human-centric marketing strategy without surveying your existing customers. But by doing so, you send the message to your existing customers that you are validating their cares and concerns and actively listening to them.

This makes your customers feel more valued, leading them to purchase your products and services more often and generate more leads to your company by steering their friends and acquaintances in your direction. Make the experience personal to create these intimate bonds!

Elevates Your Brand Profile
Branding is a big deal right now in the marketing world because it’s a great way to distinguish your company from the competition. But branding is more than that – it’s also about how your target audience thinks about your products, services, and company culture.

Using a human-centric marketing approach can elevate your branding if you focus on the customer experience at every stage of the buyer’s journey.

Focus on delivering an experience that makes the customer feel valued and you’ll see the power of positive perception at work for your business.

In conclusion, Human Centric Marketing will help you truly connect with your audience and grow a quality relationship with a strong bond of trust and loyalty which in the end makes selling your product or service so much easier.

5 Tips on Building a Better Social Media Experience

Tip #1 - Your First Duty Isn’t To Sell On Social Media, It’s To Earn Trust.

Having a Car Salesman Mentality is great when your selling cars but not so great when creating a connection. People want to connect, have meaning, and be able to see a better future when in your community and using your product and or service.

A true fan of your brand will not only be loyal but will also help grow your audience without knowing it. Brand Ambassadors get paid to advertise your company.. true fans do it for free and with confidence.

People who are passionate about a business want the world to know how great it is and how it helps them. Passion is built on trust and without trust you really have no chance of connecting with your audience at all.

Don't Worry, It's A Lot Easier Than It Sounds

Tip #2 - Daily Content Is About Elevation, Not Imitation.

Genuine, Honest, Original Content. Borrow Trending Topics for Higher Reach and Traction but the Content must be original. Most just copy and paste and maybe change a word or two and then pick out a similar pictures using the same image sources on the internet. This may work for a few but most people will catch it and then your credibility is gone.

A good tip to keep in mind is to let the market help you with your topics when you can’t seem to think of what to create. I always explore google trends in the industry of what I’m designing for and try to find something of value to elevate for our audience so they get that little extra.

Tip #3 - Create Content With Thumb Stopping Power

Pattern Disrupt. This is a term you’ll see more often. Stopping people as they scroll is First! Then comes hooking their interest and curiosity with a compelling title that instantly strikes an emotion. Imagery is key because is isn’t something they are familiar with seeing it can become lost in the mix with all the others.

Know your audience and see what other imagery is being used by competitors in the same industry. Make sure your imagery stands out from there’s, use design techniques that are not common. Useful elements we use are:

Lens Flare

These mimic a sun glare which people can’t stare at or observe so image isn’t stuck in our head. These instantly Catch the eye because we can observe it without it hurting the eyes. Great for Pattern Disrupt.

Diagonal Cuts

With all platforms using the Golden ratio and Block layout for their sites, you don’t see a lot of slants and Angles. Using Colors in the shape of Diamonds, Triangles, and Circles will help stand out from the normal Boxes that one sees everyday.

Depth-of-Field

One of my Favorite Tricks! A slightly Blurred Background with a high contrast in focus and sharp foreground object is a Major Eye-Catcher! This must be done right or it will throw everything off. Try to avoid low resolution imagery when using this technique.

Striking Color Combos

Colors play a huge impact on how a picture sets the mood/tone. Grab your primary brand color and your accent color and start playing around with combinations that fit the emotion your going for.

My Favorite Tool Ever! for color: Adobe Color
It’s Free & Amazing!

Tip #4 - Start the Conversation

It’s easy for any business to share articles and posts related to their industry. But what most are missing is that they can capture a new customer with these simple shares.

Some businesses will miss out on adding a CTA in the description or better yet the Comment section, be the first to comment in your post with a call to action or just a simple P.S. to engage a little more with your audience. It helps to start conversations which will build a good relationship and allows you to guide the conversation in the direction you want it to go.

Tip #5 - Genuine Connection Is Key

It’s easy for any business to share articles and posts related to their industry. But what most are missing is that they can capture a new customer with these simple shares.

Some businesses will miss out on adding a CTA in the description or better yet the Comment Section, be the first to comment in your post with a call to action or just a simple P.S. to engage a little more with your audience. It helps to start conversations which will build a good relationship and allows you to guide the conversation in the direction you want it to go.

Conclusion

When it comes down to it, Build your social media experience with genuine content, engage with people as much as possible and give them something worth scroll stomping for.

Now is the time to start monetizing your ability!

Everyone has the ability to capitalize on their knowledge. You have a story to tell that can help impact an individual’s life!

I know that it’s human nature to suppress your confidence and tell yourself that you are not the current top expert in the field. While this may be true, if you do not keep pushing forward you will inevitably fall too far backward. As the saying goes, “the man on top of the mountain didn’t fall there.” -Vince Lombardi

The truth is, your business doesn’t remain stagnant. if we’re not moving forward, we’re falling back. So, we must continue to stretch ourselves, evolve, and continue to grow beyond what we are comfortable with.

To do this, you must make a decision that you want to step into your calling. First, it is crucial that you define your knowledge and who it will benefit. Reflect on the core benefit of your ability. In other words, what problem are you helping people solve? For example, let’s say you need to get more eyes on your product or service so that you can scale your business. EZMetrics helps people solve that problem by getting you more leads so that you can close more sales.

You will need to build a following. In order for you to be successful financially, you need to identify and attract your “tribe” who will eventually buy your product. You can create a community through social media. Your tribe will know, like, and trust you as long as you continue to provide them with valuable content. Eventually, they will be chomping at the bit WANTING to buy from you. One way to stay in contact with your audience is to write a weekly blog. But beware… don’t get trapped in the content-creation cycle where that’s all you’re doing. Creating is great. But you must eventually ask for the sale.

Another great way to serve your community is by creating an online course to sell your expertise. This can be done by designing a series of materials that may include videos, PDFs, checklists, templates, and more!

And lastly, consider hosting a live webinar which enables you to demonstrate your knowledge while engaging with your audience. During your live webinar, you will be able to provide advice to your audience while building trust. At the end, of course, you’re able to offer them the opportunity to work with you or purchase your product/service.

The bottom line is, no matter where you are now, you just need to begin. The world is a better place when people share their knowledge and expertise to help others learn.

Follow me on Facebook for daily inspiration, motivation, love, and the word of God!

www.Facebook.com/ChaplainSalem

monetize

5 Ways to Position Yourself as a Public Speaker

We all have the ability to become a public speaker, but we all have different things holding us back. What is holding you back from becoming a paid public speaker? First you need to determine what differentiates you from volunteer versus a paid speaker. Your value is not the only thing that is listed on your Facebook and Linkedin, but instead the importance of delivery, branding, and the audience’s experience.

Here are 5 steps to improve your public speaking skills.

Solve a Problem: When going on stage, it is important to have a compelling story, but it is crucial to bring value. Therefore, you should ask yourself, “what problem am I solving?” As you begin to create content for your speech, always think about what you are going to solve.

Create an Appealing Visual Presentation: Studies have shown that 65% of people are visual learners. Your visual aid is not to help you as the speaker, but instead to help the audience understand your vision and story. A website that can be helpful to create a visual aid is Canva.com. With this tool you will be able to create infographics along with appealing slides in order to keep the audience’s attention.

Tell a Story: Your audience will be more likely to become intrigued by your speech if you share it as if you’re telling them a story. A story will bring the audience in closer, allowing them to relate to you, making it more natural for them to follow your encouragement and advice.

Have a Clear Ending: Instead of having a slide at the end of your presentation that says “thank you”, create a strong, clear ending that motivates everyone in the audience to stand up and clap. Additionally, avoid giving a Q&A after your presentation, but rather, encourage individuals to meet you in the back of the room to ask their questions. This gives you the ability to create a deeper connection.

Create a Speaker Fee: Now that you have created strong content and a presentation, it is time to put a price on the value you are bringing to the audience. When a customer pays you, you are not just being paid for that hour of your time, you are being paid for the change you are able to make in others lives!

You have the ability to alter people’s lives for the positive. Believe in yourself and you will be unstoppable. EZMetrics can help you achieve your dreams!