Human to Human marketing, also known as H2H marketing, is quickly becoming the most effective way to connect with consumers. Social media has eliminated the walls between the business and its customers and has made it a lot easier to connect on an H2H basis.
With the expansion of technology, the information that’s available to consumers has become almost limitless. This can be overwhelming, so people have become much more selective about their consumer experiences. They filter down what information they receive. This is where H2H marketing comes into play. By making a personal connection with a consumer, you’re able to get past the filters that they’ve put up around them.
Social Media: The Entry Point
Ironically, that technology is the entry point for H2H marketing. There are a ton of social media platforms out there. However, there are four that most advertisers use: Facebook, YouTube, LinkedIn, and Twitter. These four social media platforms can reach almost every demographic and can give you reach to every part of the world. Social media advertising is projected to hit 19.5% of advertising in 2015. Facebook in particular is a great opportunity to reach new customers. Marketers use Facebook almost 70% of the time. Almost half of Americans even list Facebook as their number one influence when making a new purchase. You can use this knowledge to communicate on an H2H basis with your potential customers.
Personalized Interaction through Email
Another big technology in H2H interaction is email. This doesn't mean spamming a target customer with ads and robotic sounding form letters. This means things like surveys that ask a customer about his or her experience on a recent visit. Asking for feedback means you care about the customers’ interaction with your customer service representatives. It also shows that you want to improve on their next interaction by engaging with them and not just guessing at what makes a positive experience.
When using social media, it’s very important to be authentic. Generic tweets about your business aren’t enough. Make each tweet real. This means having someone writing the tweets, following the trends of the day. This also means interacting with customers through personalized replies if they tweet at you. The same thing goes for Facebook. If someone writes on your Facebook page’s wall and it’s a legitimate complaint or compliment, thank him or her personally and address it publicly if it’s a non-sensitive issue or privately if it is. This authentic interaction will give you an edge compared to other companies.
No matter if you use social media, email, telephone, or even face-to-face interaction, everything must be genuine. Being genuine builds trust and confidence in your brand and leaves a footprint in your customer's mind. That type of impression will go a long way in making you more successful and profitable.