Human-to-Human Marketing: Tapping into the Human Experience with Personalization and Emotion

If you’ve heard of human-to-human marketing in the last year, perhaps you instantly equated it to the standard forms of marketing used for years. In the realm of B2C marketing, your tangential understanding of human-to-human marketing perhaps related it to bringing a better sense of customer service. For B2B marketing, maybe you equated the concept to increasing more personal contact with businesses.

While human-to-human marketing does incorporate some of those aspects, it goes far beyond basic concepts. With those who work in marketing finally understanding that connections with consumers is becoming more personal, it requires companies acting like human beings.

As a Hubspot blog pointed out late this last year, far too many businesses and companies still look like they’re being run by robots. Try as they might in bringing a more personalized feel to their business, it sometimes doesn’t feel right to the consumer without a little more to tap into human emotion.

B2B Marketing: Managing the Customer Lifecycle

What separates the top companies from the average ones in terms of B2B marketing? There are several factors at play here, but we’ve noticed one play a particularly important role. In this blog we’ll talk about how you can manage your customer lifecycle.

Businesses that sit back and wait for customers aren’t playing the odds. There’s a short period of time when consumers are torn between two or more competitors. If your strategy is to just be patient, you’re going to lose.

Thought Leadership Brings Business

You might have heard of something called thought leadership. But what is it? You can think of it as being an authority or the expert about a certain subject or topic. But why is it important to have thought leadership in business? Being a thought leader in your field will make your business more attractive to others. It can provide the edge you need to beat out your competitors. Thought leadership help you be more attractive in three ways.

Keeping it Rational in B2B Marketing

While inbound marketing has grown exponentially in the last few years, business-to-business marketers are hesitant to jump onto the bandwagon. That hesitation stems in large part from a reliance on tactics that have proven successful: traditional outbound marketing, combined with the personal touch of salespeople account representatives.

Those hesitations are certainly understandable. But at the same time, inbound b2b marketing can be immensely successful because it can focus on one thing: the rational mind. Keeping it rational is key to being successful in B2B marketing.

All decisions made by consumers are ultimately emotional. Whether we buy a new shampoo or a new car, buying a product is an emotional experience. We may vary in how much research we conduct before the purchase, but the final decision always comes down to the intangibles — the “feel” of driving the car or simply the color of the logo on the shampoo bottle.

At the same time, it’s no surprise to experienced B2B marketers that in their field, emotions aren’t quite as important. Because purchasing agents make decisions based not for their own good but for the good of the company, the thought-process is much more rational than it would be for individual consumers. While personal relationships between purchasing agents and salespeople certainly matter, metrics like ROI gain in importance, which is where inbound marketing comes in.

Onsite Blogging: Creating Content at the Right Times to Capture Your Customers

Onsite blogging continues to do wonders to help many B2B companies get found. Managing your site’s blog can be a lot of work, though, and figuring out how often you should create content on your site is vital to your blog strategy. Whether writing short articles, posting videos, or sharing other compelling media, a sense of balance is important. You want to create enough content to keep people engaged, but not so much that it annoys current or prospective clients.

An important aspect of a posting strategy is knowing when to post to reach the most people. Posting at the wrong time can lead to fewer page views which in turn affects how well search engines find you.

The answer to the question of when to post lies in the profile of your target customer. You want to make sure that your content is being shared in the same places and the same times that your customers are available to be reached.

Finding Out When Your Business Customers Are Online

Using an analytics tools on your website will allow you to determine what the peak hours or days are for visitors. You can also send surveys out to your consistent customers on your email list so you’ll know when they prefer reading new content, or get an idea of when they’re generally searching for your products.

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Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.

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