The human-to-human connection is powerful. In our new age digital world, the presence of human to human contact is fast becoming extinct. Brands are moving further and further away from the consumers they must connect with, in order to form relationships that result in heightened awareness and increased sales. The gap between brand and consumer must be bridged, in order for success to flourish.
With Social Media, we have at our finger tips a marketing god-send. We have the ability to directly target our audience with brand messages, in order to increase sales. What sets a successful social media campaign apart from its contemporaries, is the added element of human connection. This of all tools is most powerful at winning over the hearts and mind of the consumer.
UThere a several key ways in which we can incorporate human connection into our social media campaigns. Here they are:
1. The Element of Surprise
Positively surprising the customer is one way to exceed their expectations, resulting in customer delight.
Think about it. Some of life’s most memorable moments are products of surprise: a surprise birthday party, marriage proposal or promotion. The element of surprise amplifies the positivity of the experience. It is hard to strategically instil, but if you know your customers and they ways that they have come to know you, you can begin to construct ways to present them with what they won’t be expecting.
Personalisation is so important, especially if the product you are selling has little warmth or character to it. Use human faces and show incidents of customers feeling happy in a way that is unique and sentimental at times. You must show incidents in video or image of customers bonding with your product or brand, perhaps through contact with sales assistants, or through contact with the objects themselves. Customers are then more likely to make that emotional purchase.
3. Make your campaign interactive.
Use video and GIFs in your campaign, to entice consumers to interact with you. The action will bring the customer closer to that experience of human connection and is more likely to evoke emotion. The more interaction the consumer has with you, the more time they spend engaged with the ad and the more likely they then are to remember it and make a purchase at a later date.
Show gratitude throughout your campaign. Whether it is through a video or an image, feature grateful staff and brand representative, thanking consumers for their time and money. The consumer then feels appreciated and again this elicits a positive feeling, which is more likely to bring about the desired action, i.e a purchase. Equally if you focus on consumers showing their gratitude to you the brand, the message is clear: you offer popular, useful products for which the consumer is grateful.
5. Brand Consistency
Do not promote what you can’t deliver, in your ad campaigns. If you make empty promises, you will suffer the consequence of a damaged reputation and plummeting sales. Whatever you are promising in your highly personal campaign full of human stories and personalised experiences, make sure you deliver on it.