Making Your Brand More Human: Strategies for Connection

In today’s digital landscape, whether you’re targeting businesses or consumers, one thing remains constant: our audiences are human. As social beings, we have an inherent need for connection and relatability. Despite this understanding, many brands still overlook opportunities to showcase their humanity, leaving potential customers feeling distant.

The Common Goal: Connecting with Audiences

When collaborating on web projects, we often hear two contrasting requests: smaller brands want to appear larger, while larger brands seek to convey a more personal touch. The irony is that all brands can benefit from a more humanized approach. The quickest way to forge a stronger connection with customers, website visitors, and prospective clients is to highlight the people behind the brand.

By showcasing your team members, values, and story, you create a more relatable image that resonates with your audience. This article outlines research and techniques that can help any company foster a more personal connection in their marketing efforts.

1. Humanize Your Service Pages

The Importance of Personal Connection

Service pages are crucial touchpoints for potential customers. Visitors arriving on these pages typically have transactional intent, which means they are evaluating whether to make a purchase or engage your services. It is essential to make these pages inviting and relatable.

Unfortunately, many service pages lack any personal touch. They often feature generic images or, worse, stock photos that lack authenticity. These pages can feel cold and uninviting, making it difficult for visitors to form a connection.

Strategies to Enhance Service Pages

• Show Real People: Including genuine photos of your team members can make a significant difference. People connect better with faces than with faceless brands. By showing the individuals who make your company tick, you invite visitors to see the human side of your services.
• Create a Conversational Tone: Your copy should feel approachable. Consider emulating a friendly sales conversation rather than a sterile business pitch. Use language that reflects your brand’s personality, and don’t hesitate to infuse some warmth into your messaging.
• Include Customer Testimonials: Real stories from satisfied clients can enhance credibility. When potential customers see relatable experiences from others, it can alleviate fears and build trust.
• Visual Storytelling: Use visuals to tell your story. Infographics or videos that illustrate your processes or values can effectively engage visitors and create an emotional connection.

By making these changes, your service pages can emulate a personal interaction, increasing engagement and trust.

2. Enhance Your Calls to Action (CTAs)

The Role of CTAs in Sales Pages

Every effective sales page culminates in a call to action. A well-crafted CTA is essential for converting visitors into leads. However, not all CTAs are equally effective. Some may be too generic or lack the personal touch that encourages engagement.

Making CTAs More Human

Take a close look at your existing CTAs. Are they simply instructive, like “Contact Us,” or do they provide context about who the visitor will engage with?

• Add Faces: Position images of team members near the CTA to enhance personal connection. When visitors see a friendly face, it humanizes the action they are about to take, making them more likely to click.
• Use Conversational Language: Phrases like “Chat with an expert” or “Schedule a call with our founder” feel more inviting and less transactional. Consider using verbs that create a sense of ease and approachability, such as “Let’s talk” or “We’d love to hear from you.”
• Create Urgency with a Personal Touch: Instead of generic prompts, consider language that implies urgency while still sounding personal, like “Join our community of satisfied customers today” or “Let’s solve your problem together.”

Implementing these simple tweaks can lead to improved click-through rates, as people are more likely to engage when they feel a human connection.

3. Revamp Your ‘About Us’ Page

Understanding Visitor Intent

The ‘About Us’ page often ranks as one of the most visited pages on a website. People are curious about the faces behind the brand and want to know more about the company’s story and values. This page is not just a formality; it’s a crucial opportunity to build a rapport with your audience.

Crafting a Compelling About Us Page

• Tell Your Origin Story: Share how the company was founded and the passion that drives your team. Consider including anecdotes or challenges that were overcome during the journey to add depth to your narrative.
• Highlight Your Team: Display images and bios of your team members to personalize the experience. This transparency helps visitors feel connected to your brand. Instead of generic titles, include personal insights or fun facts about each team member to make them relatable.
• Share Your Values and Mission: Explain what your company stands for and what motivates your team. This helps align your audience’s values with your brand, fostering a deeper connection.
• Invite Interaction: Consider adding a section where visitors can reach out to team members directly or ask questions. This openness can make your brand feel more accessible.

An engaging ‘About Us’ page does more than provide information; it creates an emotional bond between your brand and your audience.

4. Infuse Humanity into Your Social Media Content

The Power of Social Engagement

Brands today have an ongoing dialogue with their audiences through social media. Each post is an opportunity to make a personal connection, yet many miss the mark. A human touch can set your content apart in a crowded feed.

Making Social Posts More Relatable

• Use Real Images: Posts featuring team members tend to perform better than those with generic images. Consider sharing behind-the-scenes moments or team outings to showcase your company culture. This not only humanizes your brand but also invites your audience into your world.
• Incorporate Quotes: Posts with quotes often see higher engagement rates than those with statistics. They invite readers to connect on a personal level. Consider sharing inspiring quotes from team members or client testimonials to create authenticity.
• Create Interactive Content: Engage your audience with polls, questions, or user-generated content. This invites participation and creates a sense of community around your brand.
• Celebrate Milestones and Achievements: Share personal milestones of your team members or company achievements. Recognizing anniversaries, promotions, or team successes fosters a sense of camaraderie and connection with your audience.

These strategies can significantly enhance your social media effectiveness and boost overall engagement rates.

5. Personalize Your Email Marketing

The Importance of Sender Names

Email marketing remains one of the most effective ways to reach your audience. However, the success of your emails hinges on how personal they feel. A small change can lead to a significant difference in engagement rates.

Simple Changes for Better Engagement

• Use Personal Sender Names: Instead of using a company name, opt for a team member’s name. This small change makes your email feel more like a conversation between people rather than a faceless corporate message.
• Craft Engaging Subject Lines: Combine personal sender names with compelling subject lines to increase open rates. Consider using questions or playful language to pique curiosity and encourage opens.
• Include Personalization in the Body: Use the recipient’s name in the email body and reference past interactions or interests. This personal touch can increase engagement and make the recipient feel valued.
• Encourage Two-Way Communication: Invite your readers to respond or ask questions. A simple “Reply to this email if you have any questions” can foster interaction and strengthen relationships.

These minor adjustments can lead to significant improvements in engagement and response rates.

Why Brands Hesitate to Showcase Humanity

Despite the advantages of humanizing brands, many organizations hesitate to take this step. Common concerns include:

• Internal Politics: Questions arise about who should be featured and how to represent the team. Brands may struggle with internal dynamics and decision-making processes that hinder authenticity.
• Self-Consciousness: Employees may worry about how they appear or feel uncomfortable being in the spotlight. This can lead to missed opportunities for genuine connection.
• Quality Concerns: Some brands fear that their images may not meet a perceived standard of quality. However, authenticity often trumps perfection in the eyes of consumers.
• Competitive Fears: There may be concerns about competitors poaching talent when they see who is behind the brand. While valid, this fear can be mitigated by fostering a strong team culture that employees want to be a part of.

While these worries are valid, they shouldn’t outweigh the benefits of humanizing your brand. The emotional connections that can be forged are invaluable.

The Path Forward: Embrace Your Humanity

Being more human in your marketing doesn’t require extra resources or complicated strategies. It’s about bringing the most authentic elements of your brand—your people—into the forefront. Until you take this step, your audience may struggle to connect with your brand.

Take Action with Convirzon

If you’re ready to transform your brand’s online presence and make meaningful connections with your audience, Convirzon is here to help. Our digital marketing strategies are designed to highlight the humanity behind your brand, ensuring you stand out in a crowded marketplace.

We specialize in crafting tailored marketing solutions that resonate with your audience, from creating personalized web content to enhancing your social media engagement.

Get in touch with Convirzon today to explore how we can assist you in creating a more personal and engaging online experience for your audience. Let’s work together to make your brand truly human!