10 steps towards more human marketing

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It looks like lots of companies have lost touch with the "human" side of marketing. They invest more and more into marketing automation and less into human interactions. This is a 10 steps guide to …

It looks like lots of companies have lost touch with the "human" side of marketing. They invest more and more into marketing automation and less into human interactions. This is a 10 steps guide to make your online marketing a little more human.

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  • 1. 10 steps towards MORE HUMAN MARKETING BYEBYE,MARKETING AUTOMATION, HELLOHUMANS!
  • 2. Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange « » SIMON MAINWARING
  • 3. WE’RE NOT SAYING YOU SHOULD GIVE UP ON MARKETING AUTOMATION ALL TOGETHER
  • 4. WE’RE NOT SAYING YOU SHOULD GIVE UP ON MARKETING AUTOMATION ALL TOGETHER HUMAN INTERACTION JUST DON’T GIVE UP ON
  • 5. MARKETING AUTOMATION IS GREAT
  • 6. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity
  • 7. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity It can bring in 4 TIMES MORE qualified leads
  • 8. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity It can bring in 4 TIMES MORE qualified leads It can generate 50% MORE sale-ready leads
  • 9. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION
  • 10. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION WHAT THEY DID Had travel agents call people after they opened their latest emailing campaign
  • 11. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION WHAT THEY DID Had travel agents call people after they opened their latest emailing campaign the results 81% increase in booked cruises compared to previous year
  • 12. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE
  • 13. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE 68% of buyers talked to a sales person before making their last 3 purchasing decisions
  • 14. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE 68% of buyers talked to a sales person before making their last 3 purchasing decisions The average order value with human interaction was £68,032 and it dropped to only £1,018 without
  • 15. YOUR MARKETING MORE HUMAN IT’S NOW TIME TO START MAKING (This guide contains general guidelines and one practical example for each step of the process. ENJOY!)
  • 16. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human
  • 17. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes
  • 18. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity
  • 19. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity Create company values and guidelines instead
  • 20. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity Create company values and guidelines instead Let your employees be themselves, focus on hiring the right people
  • 21. BY JETBLUE A GREAT EXAMPLE OF EMPLOYEE EMPOWERMENT Flight attendants can take almost any decision as long as they can justify it on the basis of one of the airline’s five core values: Safety, Caring, Integrity, Fun or Passion THEIR POLICY CLICK HERE TO READ ABOUT THE POLICY IN ACTION
  • 22. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account
  • 23. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings
  • 24. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog
  • 25. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog Put them in the spotlight (they are the authors not your brand)
  • 26. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog Put them in the spotlight (they are the authors not your brand) Make them the face of your brand
  • 27. BY HUBSPOT PUTTING EMPLOYEES IN THE SPOTLIGHT In all the content that they post, Hubspot put their employees first. Employees are allowed to advertise their own twitter on Slideshare presentations for example. WHAT THEY DO CLICK HERE TO see a presentation on hubspot culture
  • 28. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki)
  • 29. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies
  • 30. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter)
  • 31. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter) Ask your readers what they want you to write about
  • 32. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter) Ask your readers what they want you to write about Use Facebook and Linkedin to create a conversation around your content
  • 33. BY SHEP HYKEN EXCELLENT TWITTER SHARING He mentioned us as the authors which brought attention to us. He twitted a part of the article showing he read it and finally he answered our «thank you» tweet! WHAT he did right CLICK HERE TO go to shep’s twitter (and follow)
  • 34. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually
  • 35. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises
  • 36. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests
  • 37. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests Always create win-win situations
  • 38. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests Always create win-win situations Nurture leads to turn them into long term customers
  • 39. BY BRYAN HARRIS THE «POSTER BOY» FORMULA It’s how Bryan became friends with Noah Kagan from AppSumo. And it got him featured in the AppSumo newsletter, bringing huge valuable traffic to his site. And all that without spending a dime (just a lot of time) WHat is the «poster boy» formula? CLICK HERE TO read about the «poster boy» formula
  • 40. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes
  • 41. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do
  • 42. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation
  • 43. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation Pay attention to little details
  • 44. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation Pay attention to little details Ask for feedback and act on it
  • 45. BY NEIL PATEL WORKING HARD TO GET WHERE YOU WANT We can’t all be as hard working as Neil Patel (he works all day 7 days a week). But there’s something we can learn from that: good results don’t come easy. If you want success you have to stop going for the easy solution. NEIL WORKS HARD AND IT WORKS! CLICK HERE TO read about neil’s schedule
  • 46. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest
  • 47. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view
  • 48. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal
  • 49. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal It’s not about how many followers you have, it’s about interactions
  • 50. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal It’s not about how many followers you have, it’s about interactions Craft a tailored experience for each customer
  • 51. BY AMAZON USING DATA FOR BETTER CUSTOMER EXPERIENCE Go to Amazon’s Home Page, you’ll notice how they make it all about YOU and not about their «star» products. That’s a good use of customers’ data! personalized home page CLICK HERE TO READ about the amazon shopping experience
  • 52. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results
  • 53. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers
  • 54. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules
  • 55. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules Show customers your human side
  • 56. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules Show customers your human side Don’t just fix problems, go beyond to provide exceptional service
  • 57. BY ZAPPOS SPREADING CUSTOMER HAPPINESS A Zappos customer failed to send shoes she wanted to return because her mom passed away. Not only Zappos sent UPS to pick-up the shoes but also sent the customer flowers THEY SENT FLOWERS TO A CUSTOMER! CLICK HERE TO READ the whole story
  • 58. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening
  • 59. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product
  • 60. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions
  • 61. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions Let your audience speak for you
  • 62. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions Let your audience speak for you Listen to the answer and don’t make it all about you
  • 63. BY APP SUMO ASKING FOR FEEDBACK App Sumo doesn’t only ask you if you are happy, or sad, they mainly use customer feedback to sell their products. Actually the comments under the products they offer is worth 100 descriptions. Asking customers how they feel CLICK HERE TO SEE WHAT I’M TALKING ABOUT
  • 64. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories
  • 65. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable
  • 66. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success)
  • 67. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success) Don’t use too many technical words
  • 68. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success) Don’t use too many technical words Let customers know you’re just like them
  • 69. BY BUFFER SHARE YOUR FAILURES TO HELP OTHERS Buffer recently published an article about how they got rejected from Y Combinator. The key is not to be ashamed of failures, but share them so your readers can learn from them. Lots of famous entrepreneurs have failed. HELP OTHERS LEARN FROM YOUR FAILURES CLICK HERE TO READ BUFFER’S REJECTION STORY
  • 70. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation
  • 71. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...)
  • 72. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses
  • 73. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses Don’t use too many «scripted» answers
  • 74. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses Don’t use too many «scripted» answers Reach out to website visitors before they even come to you
  • 75. BY AMAZON KINDLE MAKE IT SUPER EASY TO REACH YOU Last december, Amazon added a feature to its Kindle device: an instant video chat support button. Customers can now reach a consultant at any time by simply clicking a button on their device. THE KINDLE MAYDAY VIDEO CHAT BUTTON CLICK HERE TO READ more about mayday
  • 76. WITH LIVE VIDEO CHAT WE CAN HELP YOU MAKE MARKETING HUMAN 1 EMPOWER YOUR EMPLOYEES WITH BODY LANGUAGE TRAINING 2 PROMOTE YOUR EMPLOYEES BY ADVERTISING THEM AS «EXPERTS» 3 STOP TALKING ABOUT YOURSELF AND USE VIDEO TO GET FEEDBACK 4 LOOK FOR FRIENDS NOT FANS BY HAVING ONE-ON-ONE CONVERSATIONS
  • 77. 5 BE READY TO WORK HARD FOR QUALITY CUSTOMER SERVICE 6 USE DATA TO HELP CUSTOMERS BY WRITING TAILORED CHAT INVITATIONS 7 RANDOM ACTS OF KINDNESS 8 ASK MORE QUESTIONS AND DON’T GIVE SCRIPTED ANSWERS 9 TELL YOUR STORY BY TAKING CLIENTS BEHIND THE SCENE 10 MAKE IT EASY TO TALK TO YOU WITH REAL-TIME COMMUNICATION SEND DISCOUNTS TO RETURNING CLIENTS
  • 78. TOGETHER! LET’S START BUILDING THE MARKETING OF THE FUTURE LET’S DO THIS Listen to your customers’ voice and increase your online sales
  • 79. http://customericare.com Follow us on Twitter: @customericare SUBSCRIBE TO OUR NEWSLETTER Thank you! Aurelie Chazal Marketing Manager at Customericare