Seven Ways to Show up Human in Your PR and Marketing Efforts

Macro changes due to COVID can also be discovered with new research and research. This is the good old market research:

  • Market research reports
  • Read consumer review sites
  • Analyze your web analytics data

Add your research and interviews

After collecting all of your previous contributions, you will have many expert opinions. This information needs to be consolidated and classified into a meaningful structure to make building your characters as easy as possible.

Build a solid model

There is no “right way” to build a copper persona model. The features integrated into the model should simply be necessary to achieve the overall objective of obtaining a real snapshot of the intended customers.

Your custom templates should emphasize the attributes that illustrate the intended customer. You should be able to describe the customer as if he were a real person that you know in real life.

With a solid model, you can create benchmarks when making marketing and sales decisions that depend on different customer profiles.

Humanize the abstract

Incorporating human elements into your model allows you to translate abstract research into a realistic avatar. Conceptualizing your customers with such humanized characteristics will be useful if you use your characters to make the right sales and marketing decisions.

You do not necessarily need to represent all the customers relevant to your business; there will be a natural variation from customer to customer. If you work with people who look like real people, the decisions you make will be more authentic and reliable.

Be specific

Make sure that your personalities go to the heart of who your intended customer is. For example, if Michelle wants to buy affordable solutions, her challenge need not be just “value for money”. Add more details, such as purchasing primary products that provide an adequate 5-10% return.

Integrate the characters in your company

Once developed, the characters must be shared by the entire team and included in all business functions. It should serve as a guide for all decisions involving your customers, especially sales and marketing.

So, where do you start?

Be funny! Highlight people! Borrow troops from movies and TV to speak your mind. Cradle of the tactics used by the best brands, direct to the consumer! Cross-pollination!

All of these are good advice, but it can be difficult to generate brand-centric stories that start and end with ROI for stories full of human characters.

Here are seven ideas:

  1. Find the hero in your company, or better yet, someone in the depths of your organization who most closely resembles your customer.
  2. Review your founder’s story. A founder’s story can resonate with customers and potential customers; it can provide emotional attachment and a window into the soul of your business. It has to do with what you offer, by whom, and why you are different.
  3. Organize storytelling seminars with a diverse group of team members to ensure your business story resonates.
  4. Celebrate your customers. Go beyond the case study.
  5. Share something simple that generates conversations that lead to your brand.
  6. Identify enemies, obstacles, puzzles, and traps. Show how you can help to overcome it.

Check the jargon of the door. If you use jargon to describe who you are, what you do, how you work, or why your solution is better than your competitor’s, then you sound like everyone else.

Humanizing your B2B marketing leads to more innovation and more empathy for your people. You’ll also have a lot more fun telling these stories along the way.