10 steps towardsMORE HUMAN MARKETING

BYE BYE, MARKETINGAUTOMATION,

HELLO HUMANS!

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

WE’RE NOT SAYING YOU SHOULD GIVE UPON MARKETING AUTOMATION ALL TOGETHER

WE’RE NOT SAYING YOU SHOULD GIVE UPON MARKETING AUTOMATION ALL TOGETHER

HUMAN INTERACTIONJUST DON’T GIVE UP ON

MARKETING AUTOMATION IS GREAT

MARKETING AUTOMATION IS GREAT

It drives a

14,5% INCREASEin sales productivity

MARKETING AUTOMATION IS GREAT

It drives a

14,5% INCREASEin sales productivity

It can bring in

4 TIMES MOREqualified leads

MARKETING AUTOMATION IS GREAT

It drives a

14,5% INCREASEin sales productivity

It can bring in

4 TIMES MOREqualified leads

It can generate

50% MOREsale-ready leads

THE EXPEDIA CRUISE SHIP CENTERS EXAMPLECLICK HERE TO SEE FULL CASE STUDY

BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION

THE EXPEDIA CRUISE SHIP CENTERS EXAMPLECLICK 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 EXPEDIA CRUISE SHIP CENTERS EXAMPLECLICK 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

AND YOU EARN A LOT MORE

THE SCi SALES group studyCLICK HERE TO SEE ARTICLE

AND YOU EARN A LOT MORE

THE SCi SALES group studyCLICK HERE TO SEE ARTICLE

68% of buyers talked to a sales person before

making their last 3 purchasing decisions

AND YOU EARN A LOT MORE

THE SCi SALES group studyCLICK 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

YOUR MARKETING MORE HUMANIT’S NOW TIME TO START MAKING

(This guide contains general guidelines and one practical example for each step of the process. ENJOY!)

1 EMPOWER YOUR EMPLOYEESThey’re the one making your brand human

1 EMPOWER YOUR EMPLOYEESThey’re the one making your brand human

Only use scripts for learning purposes

1 EMPOWER YOUR EMPLOYEESThey’re the one making your brand human

Only use scripts for learning purposes

Don’t let your policy kill all creativity

1 EMPOWER YOUR EMPLOYEESThey’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

1 EMPOWER YOUR EMPLOYEESThey’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

BY JETBLUEA 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

2 PROMOTE YOUR EMPLOYEES100 employees accounts have a lot more power than 1 branded account

2 PROMOTE YOUR EMPLOYEES100 employees accounts have a lot more power than 1 branded account

Organize social media trainings

2 PROMOTE YOUR EMPLOYEES100 employees accounts have a lot more power than 1 branded account

Organize social media trainings

Invite everyone to create content for your blog

2 PROMOTE YOUR EMPLOYEES100 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)

2 PROMOTE YOUR EMPLOYEES100 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

BY HUBSPOTPUTTING 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

3 STOP TALKING ABOUT YOURSELFFor every post about yourself post 19 about others (Guy Kawasaki)

3 STOP TALKING ABOUT YOURSELFFor every post about yourself post 19 about others (Guy Kawasaki)

Put your customers in the spotlight with case studies

3 STOP TALKING ABOUT YOURSELFFor 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)

3 STOP TALKING ABOUT YOURSELFFor 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

3 STOP TALKING ABOUT YOURSELFFor 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

BY SHEP HYKENEXCELLENT 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)

4 LOOK FOR FRIENDS NOT FANSIf they like you, people will become fans of your brands eventually

4 LOOK FOR FRIENDS NOT FANSIf they like you, people will become fans of your brands eventually

Look for conversations, not praises

4 LOOK FOR FRIENDS NOT FANSIf 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

4 LOOK FOR FRIENDS NOT FANSIf 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

4 LOOK FOR FRIENDS NOT FANSIf 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

BY BRYAN HARRISTHE «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

5 BE READY TO WORK HARDNothing good comes easy as the popular saying goes

5 BE READY TO WORK HARDNothing good comes easy as the popular saying goes

Do what your competitors are too lazy to do

5 BE READY TO WORK HARDNothing 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

5 BE READY TO WORK HARDNothing 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

5 BE READY TO WORK HARDNothing 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

BY NEIL PATELWORKING 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

6 USE DATA TO HELP CUSTOMERSStop storing data and start using it in your customers’ interest

6 USE DATA TO HELP CUSTOMERSStop storing data and start using it in your customers’ interest

Look at customers data with a human point of view

6 USE DATA TO HELP CUSTOMERSStop 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

6 USE DATA TO HELP CUSTOMERSStop 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

6 USE DATA TO HELP CUSTOMERSStop 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

BY AMAZONUSING 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

7 RANDOM ACTS OF KINDNESSA simple act of kindness can sometimes bring huge results

7 RANDOM ACTS OF KINDNESSA simple act of kindness can sometimes bring huge results

Give out random relevant discounts to returning customers

7 RANDOM ACTS OF KINDNESSA 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

7 RANDOM ACTS OF KINDNESSA 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

7 RANDOM ACTS OF KINDNESSA 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

BY ZAPPOSSPREADING 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

8 ASK MORE QUESTIONSThe best way to get someone’s attention is by showing you’re listening

8 ASK MORE QUESTIONSThe best way to get someone’s attention is by showing you’re listening

Ask people why they need your product

8 ASK MORE QUESTIONSThe 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

8 ASK MORE QUESTIONSThe 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

8 ASK MORE QUESTIONSThe 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

BY APP SUMOASKING 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

9 TELL YOUR STORYEmotion is the key! Nothing gets shared like personal stories

9 TELL YOUR STORYEmotion is the key! Nothing gets shared like personal stories

Don’t be afraid to be vulnerable

9 TELL YOUR STORYEmotion is the key! Nothing gets shared like personal stories

Don’t be afraid to be vulnerable

Be transparent, share your experience (failure and success)

9 TELL YOUR STORYEmotion 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

9 TELL YOUR STORYEmotion 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

BY BUFFERSHARE 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

10 Make it easy to talk to youNever underestimate the power of one-on-one conversation

10 Make it easy to talk to youNever underestimate the power of one-on-one conversation

Offer several ways to reach you (email, video chat, phone...)

10 Make it easy to talk to youNever 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

10 Make it easy to talk to youNever 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

10 Make it easy to talk to youNever 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

BY AMAZON KINDLEMAKE 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

WITH LIVE VIDEO CHATWE 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

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

TOGETHER!LET’S START BUILDING THE MARKETING OF THE FUTURE

LET’S DO THIS

Listen to your customers’ voiceand increase your online sales

http://customericare.comFollow us on Twitter: @customericare

SUBSCRIBE TO OUR NEWSLETTER

Thank you!

Aurelie ChazalMarketing Manager at Customericare