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

  • Share Value Content Weekly
  • Do Giveaways & Contests
  • Take Polls & Ask for Feedback
  • Showcase Testimonials

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.

5 Common SEO Mistakes You Should Be Avoiding

In today’s digital world, search engine optimization is regarded as an essential component of any business’ content marketing strategy. Why? It is the most powerful way to gain traffic to your website, your blog, your social media pages, and your sales funnel through the organic search results of search engines like Google, Bing, and Yahoo. By understanding search engine optimization techniques, you can increase sales, target your intended audience better, and establish authority in the web space. The problem with search engine optimization is that it is constantly evolving, leaving even the most successful companies using faulty SEO techniques. In this article, we will explore some of the most common SEO mistakes that you should be avoiding, regardless of whether you are a content marketing strategist, a small business, or a large company. 

SEO Mistake #1: Not Paying Attention to What Impacts Conversion Rates

When it comes to getting your customers to go from prospective buyers to actual paying customers, there are a lot of elements that can impact their journey from one to the other. In this section, we will take a look at a few areas that are wreaking havoc on your conversion rates. 

  • Your Website Site Speed is Slow. If your website doesn’t load within a few seconds, regardless of what your offer is, 40% of potential customers will actually abandon the attempt. This means that you will lose out on potential conversions because the traffic will head elsewhere. If you are looking at metrics or statistics, this is known as having a high bounce rate/exit rate. In order to speed your website up, you need to compress images into smaller files, enable browser caching so that the page loads faster for repeat visitors, and reduce server response times by using a reputable server host. 
  • You Are Not Linking Internally. Both search engines and website visitors rely on internal linking to get around your website and find the relevant content that they want. If you do not have internal links with proper anchor text, the search engine crawlers are not going to know what your page/content is about and as such, you lose out on a high volume of traffic because your links do not get seen. 
  • You Are Not Optimized for Mobile. More than half of the internet traffic these days comes from mobile devices, whether it be a smartphone or tablet. If you haven’t made your website mobile-friendly and responsive, chances are visitors are finding your website difficult to use. Use a readable typography, make CTA buttons clear and easy to use, minimize the need for scrolling and pinching, and always test the functionality if your website on mobile devices. 

Other issues that impact conversion rates are having duplicate content, having a poor social media presence, failing to update SEO techniques, failing to provide high-quality content, and not utilizing interactive touch elements like surveys, buttons, and checkboxes.

SEO Mistake #2: Not Understanding Keywords and Their Descriptions

When you don’t understand how keywords work, it can be very easy to choose the wrong ones, which draw in the wrong crowd. The right keywords will be based on your target audience and should include long-phrase keywords as these convert better as they are specific to your business. Beyond this, make sure you are using titles, heading tags, and keyword descriptions properly as these will have a massive impact on your SEO results as search engines place more importance on these keywords than on those within your product descriptions or text content. Make sure to make your headings unique, short, and not overstuffed with keywords and include your brand name in your tags. 

SEO Mistake #3: Not Knowing What Hurts Your Traffic. 

  • Not Prioritizing Link Building. Although social media offers brands and businesses an amazing network to get their products and services exposed to the mass public, it does nothing to help build links that continuously convert. Make sure that you are also focusing on link building and gaining backlinks from authoritative sources. In doing this, you will create the opportunity to have a steady feed of long-term traffic.
  • Not Optimizing Link Structure. Having internal links is not enough, you have to use an internal linking strategy to ensure that your links are pointing to cornerstone content. This type of content is what you value to be the most important, educational, knowledgeable, or valuable content that you offer.
  • Not Publishing Long-Form Content. To put it simply, not publishing enough long-form content that is over 2,000 words means you are probably having less of an impact on your readers. Long-form content takes a lot of time and effort to create and in turn, offers considerable value to your readers. This also means that it tends to rank higher in search engines because long-form content showcases proof that you are an authority on a particular subject.


SEO Mistake #4: Not Engaging in Value-Added Content/Products/Services

The term value-added essentially means an extra feature that goes above and beyond standard expectations and provides more to the customer. You want to stick to value-added issues only, that provide the customer with a solution that goes above and beyond their initial problem. This will make them feel good about your brand/business, it will make them feel like they are getting more out of their money, and it can provide a positive customer experience.

SEO Mistake #5: Lack of Time Management. 

If you do not engage in smart time management, you will have less time for working on projects, getting more clients, and building on top of your current SEO strategies. What you want to do is track how much time is being spent where and how much of that time is actually being spent working. Then record what your biggest time sinks are and give them a profit/hour ratio. Finally, find out what your most efficient profit makers are and do more of these. This way, you can optimize your time doing what is working and outsource the tasks that are necessary for your business but bog down your own personal volume of work. How does this help with SEO? It causes you to focus more on tasks that help you convert, whether it is creating affiliate pages, writing out blog posts, or capturing backlinks.