It’s not rocket science or anything new - when people trust you as a person, they are more likely to buy from you. Still, human-centric marketing is not always easy, and H2H marketing has become a trend, a buzzword even.
You can also listen to this blog post as a podcast episode.
There are multiple ways to do human-centric marketing, but here are three trending ones:
- Values-based marketing
- Diversity and inclusion as part of your company culture
- Employer branding
Share Your Values
One of the best ways to be relatable to your customers is by sharing your company values. Sharing your values can also drive your revenue up.
More than half of European consumers (according to Laura Koetzle, VP, Group Research Director, Forrester) will buy from brands whose values match their own in 2022. The rate is 71% in the USA and as high as 83% among Millennial Americans as 5W Public Relations found in their study.
One great way to showcase your purpose and values is through compelling video content, like cinematic commercials, and brand films with inspiring stories.
Diversity and Inclusion
When people see someone like them in ads, they are more likely to buy.
38% of consumers, in general, are more likely to trust brands that show diversity in their ads, but the rates go significantly higher when you look at different demographics. Over 70% of Gen Z wants to see diversity in ads, and 85% of Latinx and LGBTQ+. (Diversity stats from research done by Impact Plus.)
Diversity and inclusion aren’t just about marketing, it is a culture. Having a company culture that supports diversity and inclusion also drives company profits. According to Deloitte’s study on diversity and inclusion, high-growth brands with annual revenue growth of 10% or more are more likely to have key performance metrics for diversity, equity, and inclusion (DEI) objectives than their lower-growth competitors.
93% of marketers believe inclusive marketing is important for the business potential it represents, according to research done by iProspect.
Employer Branding & Advocacy
When you have your company values, and then you have a diverse team that resonates with your customers, it’s time to think of ways how to build team advocacy among your employees and how that affects your employer branding.
Keeping your own team happy, healthy, and motivated is more crucial than ever. Happy employees keep customers happy, and your own team could be your biggest marketing asset.
Gartner predicts that by 2023, 90% of B2B companies include employee branding and employee advocacy as part of their social media marketing strategy. Additionally, LinkedIn says that employee-shared content gets a 200% higher click-through rate than content posted on company LinkedIn pages.
One way of getting everyone in the team excited about creating content about their expertise and experience at working at your company is by giving them easy-to-use tools like Tumplate to create content that is both personalized and branded.
