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Typically, a business markets to potential buyers, and traditionally there is something impersonal about the whole process. The newest challenge marketers face is how to be as "real" as possible when marketing. Convincing shoppers that a business is human and not a cold entity is the goal of humanized marketing.
An often overlooked strategy is to ask customers what they’re looking for and take their suggestions into consideration. After all, traditionally the best sales people are listeners. The same applies to humanized marketing. Once the people have told a business what they want, and the business has a great product, it won't be necessary to exaggerate the qualities of said product. Also, this product will have an inherent "human" factor to it since a lot of the input came from customers themselves.
Follow-up emails, social media posts or phone calls to gauge customer satisfaction can help further a business' humanized marketing. Obviously, this helps to ensure that a customer is satisfied, and it also helps gain insight into what they would like to see in the future. Getting customers to comment on a new product line on social media should be considered a victory.
Finally, giving a brand a name and face for customers to identify with (i.e. Flo from Progressive Insurance) helps round out humanized marketing. This face should help symbolize both the company it represents and the customers it appeals to. This makes marketing to a target market a lot easier.
Humanizing a business is tricky but not difficult if enough time is given to develop a brand as being accessible and social. What are some ways you all add that human factor to give a face to your business or clients?