What is H2H Marketing? Here are 3 Ways to Implement it
Years pass, generations change, technology develop, some patterns are destroyed, new ones come instead. In addition to the change in the consumer and customer profile, the old patterns are now replaced by new strategies, thanks to the new formations added to the marketing world. B2B (Business to Business) marketing is one of them. When we did a short research on B2B marketing on Google a few years back, we saw that one of the most content-produced topics is the differences between B2B and B2C marketing. However, when we conduct that research again today, we see a new evolving strategy: H2H (Human to Human), that is, human-oriented marketing. So what is H2H?
Let’s start with a brief summary, the center of this marketing method is not product but solution, value not price, not distribution but accessibility, not promotion but education! It might sound a little complicated. But it’s actually simpler than the others. So, if you’re going to implement this strategy, you have to be close to people! You should not only use dynamics such as empathy, sincerity, honesty, you should really live it. Let’s take a closer look at how you can transform your marketing activities in 3 steps.
Human to human marketing and how to implement it
H2H Marketing consists of 4 elements. We will dive into those but before that, we want you to read these with compassion. This is not something that will only drive revenue but is much bigger than that. Think of your boss. You know how they will react to certain things, right? This is exactly that. Knowing your customer, your audience, putting yourself in their shoes and empathising with them is what will keep your business alive in the upcoming era of H2H marketing. So, if we have our feelings and human side on board, let’s get going. First up, we have:
1- Empathise: B2B-oriented brands give special importance to mink and mission values and determine these facts as their guides. However, these two facts no longer matter to people. People are not interested in you, but in how you can relieve their pain, solve their kid’s problem or help them out with their eldery relatives. So, brands should answer the question “Why I exist” to their customers. How? Well, here is a pro-tip that we use as the Humanise Your Brand team. Turn this solution oriented approach into a team role-playing session. Divide your team into different groups (you can give them responsibilities such as working moms, young professional or automotive industry workers) and put them into your targeted customers’ shoes. Now, the fun part — question your own solution! Why should I get this service? What problem does this really solve? Is it enough? Why should I pay so much money? Carry on doing this until one of your grouped team convinces the others that they do need this product/service.
2- Personalise: Businesses don’t have feelings, but people do. People want to feel, understand, participate in, and even act together. For this reason, brands now have to pay more attention to these feelings and wishes of people. Humor is indispensable in people’s lives. Some a little, some a lot. But it is an element that definitely needs to be there. But — don’t exceed the limit 🙂 Add elements of joy, jokes and everyday messages that will make them smile when they see it. Show them you understand their language and that you can make them laugh, smile because you — as a human centered brand — is thinking and feeling the same way too. Boring waiting time when doing a transaction? Pop up a message. File upload taking too long? Give them a suggestion of a reading piece. Trust us, you will see the benefit.
3- Be Human: Social media now occupies an indispensable place in your brand strategy. Social media, which is also an important part of content marketing, is an area you should be in regardless of your company’s field of activity. But here is the catch — don’t be formal! These are media platforms people enter to have fun, relax and educate themselves at the same time. Find a way to convey your message, your brand that appeals to your customer on a Sunday when they are watching TikTok’s. In today’s world social media is a fiercely competitive platform but the ones who win are always the ones that are genuine. So, don’t act like you’re doing a military speech in front of military officers, make mistakes, laugh at yourself together with your audience and always be genuine.
We are well aware that the robots will roam around soon, but that is why it makes our case so much more important. Don’t lose your humanity and genuinity. Live, laugh and create!
