Your customers are human, you should be too

By Helen Fisher on June 7, 2018

A human approach will lead to greater success.

Digital marketing is about creating meaningful communication between your company and your customers. It is critical to develop a sense of what your clients and prospects are looking for when they interact with your business. In order to accomplish this, you must treat your customers as human beings, not just potential sales.

Even with a massive marketing budget and all the technology you need to capture and analyse data, it’s possible to miss important clues about your customers’ needs. Are they looking for help with money issues? Are they comparing independent financial adviser fees? Do they want to know how to find a financial advisor?

You must ensure that your digital marketing schemes accurately address specific customer enquiries and their position in the buyer’s journey. Failure to do so could result in lost sales, customer dissatisfaction and missed opportunities to convert leads.

How to humanise your digital marketing

We cannot overemphasise the importance of humanising your digital marketing. Striving to make your business more relatable to existing and prospective clients through all touchpoints is one of the best ways to strengthen your online strategy.

A successful digital marketing campaign will take into account customers’ different habits and preferences, communicating thoughtfully and sincerely with each. The overarching principle, though, is to focus on the human element.

The following are some of our best tips for humanising your marketing.

Use a conversational tone

Smart consumers know when they’re getting a generic sales pitch. To stand apart from the competition, your financial adviser firm should strike a more conversational tone to show clients and prospects that there are humans behind your online presence.

Advertisements, social media and blog posts, web pages and other marketing communications should sound like they were written for humans, by humans. When customers can relate to your message, it can be hugely motivating in driving them further down the sales funnel.

To improve the tone of your marketing communications:

  • Stay away from industry jargon
  • Create content that sounds the way people talk
  • Understand your target audience and write in a way they’ll understand
  • Consider adding a bit of humour when appropriate

Maintain transparency

A company that lacks transparency comes across as dishonest or untrustworthy. When you’re asking people to trust you with their hard-earned money or offering financial planning help, it is important to humanise your firm by increasing transparency.

You can make your business more human by giving customers a glimpse at the people and principles that drive your company, including:

  • Creating content that shows a behind-the-scenes look at your office
  • Introducing staff on your website or social media channels
  • Posting an FAQ page
  • Composing videos or webinars that educate or inform customers
  • Publishing your company values or mission statement

Use social media effectively

Social media is a significant tool in any digital marketing campaign. Using it properly can produce incredible results, but misusing it can leave you feeling drained and frustrated.

The best way to leverage the power of social media is to think of it as a way to connect with your customers, not merely a tool for self-promotion. If you can deliver value and meaningful content via your firm’s social channels, it will go a long way towards humanising your brand.

Some effective uses for social media include:

  • Sharing industry news
  • Curating content from other trusted sources
  • Posting behind-the-scenes photos and videos
  • Sharing community events or highlighting service initiatives
  • Hosting live video events, Q&A sessions or staff interviews

Tell your story

Every company has a story and one of the easiest ways to humanise your digital marketing is to share yours. This can be done on your website or blog, in a video or on social media. You can tell it all at once or tease it out over a series of posts or articles.

Start at the beginning and be honest about stumbles and roadblocks along the way. This not only shows customers that you’re human but also proves that you have the ability to overcome challenges. Clients and leads will develop a deeper emotional connection with your firm, which improves trust and can generate conversions.

Share client testimonials

Many marketing studies have shown that consumers place a good deal of trust in online reviews and testimonials when making a decision about spending on a product or service.

Dedicate a page on your website or a regular social media post to sharing testimonials from satisfied clients. Remember to get the customer’s permission before using their stories, and always be clear about your intentions when requesting testimonials. This kind of social proof can be a huge boost to your digital marketing.

Respond to feedback

Customers do not want to be ignored, so respond to emails, reviews, messages, social media comments or website enquiries quickly and respectfully. Being responsive to customer feedback, both positive and negative, establishes your firm as one that cares about communicating openly. This goes a long way towards building consumer trust in your business.

Know when to let go

Today’s savvy customers generally know what they want and how to go about finding it. In the digital space, they are fairly comfortable using search engines to get information and may browse online reviews to influence their purchases. While some may appreciate repeated follow-up after initial contact, others will be annoyed by the intrusion.

It is important to pick up on and respect digital cues such unreturned voicemails or unsubscribes and stop requests on automated text messages (vitally important under General Data Protection Regulation rules), to preserve the relationship and remain top of mind further down the sales journey when the customer may be ready to engage.


When it comes to important decisions such as seeking financial advice, people want to know they are dealing with human beings, not a nameless, faceless corporation. Humanising your digital marketing helps build consumer trust and improves your reputation online.

Focus your marketing initiatives on creating relatable, personalised content that delivers value and meaningful connections with both existing clients and potential leads, and you will be sure to notice an improvement in your return on investment.

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Lead Tech provides high-quality leads for the financial advice, equity release, retirement and private medical insurance markets.

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