In a digital reality in which marketing and sales are everywhere, the market is increasingly competitive and the consumer is demanding by nature – he recognizes that he has access to all the information, that he can compare solutions and that he wants more than just a quality product.

Humanizing communication has ceased to be a differentiator and has become a given in order to keep up with the competition. Brands that create an authentic and vulnerable connection are the ones that stand out, win the public’s trust and manage to build loyalty.

Humanization: point 0

With a market saturated with advertising messages – on and offline – consumers want to nurture connections and feel that by buying from a brand they are fulfilling a sense of belonging, because of everything the brand represents to them. It’s no longer a question of putting the brand on a pedestal in front of the customer, but the other way around, where the customer has the power to choose the player whose values are aligned with their own and who represents something they identify with.

• Connect, Emote and Convert: The Power of Humanization Strategies in Marketing 1 Humanizing your content marketing strategy involves integrating elements such as: Authentic storytelling: by sharing narratives that resonate emotionally with your audience, whether through your campaigns, work processes or vision.
• Personalized communication: by interacting with the audience in an individualized and genuine way, giving exclusive details in Instagram Stories, for example.
• Empathetic and accessible tone of voice: humanize the language and avoid cold, corporate speeches that the brand’s personas simply don’t identify with.
• Active and intelligent presence on platforms: generating buzz and attracting attention, also responding to comments and participating in relevant conversations.
• User-generated content: as well as being able to encourage your consumers to share their experience, you can use so-called user generated content (ugc), where you collaborate with creators of authentic content from the user’s perspective, making it more relatable.

How to make a business more human?

Whatever the size of your brand, there are strategies you can apply to make it more humanized and closer to your audience:

1. Be genuine: share achievements, challenges, customer testimonials and other content that makes it easier for the consumer to sympathize with the brand and associate it with a certain profile.
2. Interact intentionally: respond to comments, direct messages and mentions quickly and personally.
3. Show behind the scenes: show the routines in the office or factory – who the team is and what they do on a daily basis, processes for coming up with new products and related content that helps build a perception of your dynamics and vision. More than good advertising and a product of Connect, Emote and Convert: The Power of Humanization Strategies in Marketing 2 quality, it is this ideology that makes people relate and return.
4. Give voice to your values: take an authentic and vocal stance on issues that are relevant to your purpose, which will attract the right audience.

Conclusion

Humanizing marketing is a powerful strategy for gaining consumer trust and loyalty. Brands that communicate in an authentic, empathetic and realistic way are the ones that remain in the public’s memory and become real references in their customers’ lives.

If your brand is not yet prioritizing humanized content, it may be time to rethink your strategy and get closer to your target audience in a conscious and effective way. After all, in today’s marketing, it’s not enough to sell – you have to create connections to ensure that the customer will buy again.