How Showing Your Human Side Can Create Sustainable Relationships

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No matter what they tell you, it’s not about your business. It’s not about your company name. It’s not about the products you sell. It’s not about having a catchy slogan. It’s about YOU!

Pediatrician with boy patient. Personalize marketing - business is about relationships between people

People don’t do business with a company – people like doing business with OTHER PEOPLE.

A driver doesn’t call up an auto shop when their car breaks down – they call a mechanic that they trust. When a child is sick, the parent doesn’t call a medical practice or doctor’s office – they call the pediatrician that knows their family. A glamorous woman doesn’t just buy clothing from a store – she wears garments from a familiar and reliable clothing designer.

One of the 2015 trends we called out during our 12 days of Marketing series, Humanizing of Businesses, demonstrated this:

In 2015 engagement will start taking a new form. In an effort to create a more personal relationship, more businesses will be initiating conversations with their customers, revealing who works for their brand, and injecting humor into their strategy. This a great way to build trust with your community.

Instead of just doing business with a company, customers engage with the people within the company. And in the year ahead, your business will need marketing that does just that – marketing that shows your brand’s personality, highlights the people within your company, and builds relationships with your customers.

Personalizing your marketing can (and should!) infuse every aspect of your strategy – from web design to emails to social media. Every time you reach out to a customer with a piece of marketing, it needs to facilitate a personal relationship with them.

It’s not enough to show them a product and tell them its features and benefits – you need to get personal. Person on computer laptop - build a relationship by showing there are people behind your businessLet them know there is a real person behind the words. There is a human on the other end typing the email, or commenting on Facebook, or taking photos for Instagram. There are real people behind the photos, words, and contact forms on your website.

Your business is made up of PEOPLE. Your customers are PEOPLE. When you start to engage on a personal level through your marketing, you’ll be able to make lasting connections and build long-term relationships. And a business is nothing if not a RELATIONSHIP between PEOPLE.

For one-on-one advice about personalizing and getting the most out of your marketing, set up a free marketing assessment with a member of our team. We would love to meet with you, learn about YOU and the people behind your business, and help you get the most out of your marketing!

It’s not business – it’s our family helping your family succeed.

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