The history of marketing has two distinct paths: business-to-business (B2B) and business-to-consumer (B2C). In recent years, these two paths have converged and shifted to create a new trajectory for greater success: human-to-human marketing.
Your bottom line is no longer the bottom line. It is more important than ever to understand your buyer and make sure each customer’s experience with you is positive.
Here are a few ways you can be sensitive to the human beings on the other side of your marketing funnel:
Build trust with your customer.
Make a genuine effort to understand the people who might buy your product. As MarketingTech points out, you don’t start conversations with random people on the street and convince them to buy something from you. In the same way, you can’t reach out to random consumers without first building a relationship with them. Establish a foundation with your potential buyers before you try to sell your product.
Focus on quality instead of quantity.
You don’t need a record number of new customers—you need faithful customers who will come back to you multiple times and become brand ambassadors. Identify the quality of your leads, and invest your time in them. Get to know them and make them feel valued so they know where to come when they need something in the future.
Present your product as a solution to a problem.
Renowned business strategist Jay Baer says, “Helping is the new selling.” By working to meet your buyers’ needs, you show them you care about them personally. If you relate to their problems, they’ll realize they mean more to you than just a number on your financial report.
Your sales are important. But the people on the other side of your sales are even more important. At the core, all of your work is human-to-human. Focus on your buyer’s journey, and you’ll be thrilled when customers commit to your brand and continue to come back to you for more.