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Marketing Automation Doesn’t Mean Losing the Human Touch

June 18, 2019
Marketing Automation Doesn’t Mean Losing the Human Touch

As a society, we've done a good job of making things more automated, coming out with new technology on what seems an almost daily basis.

But what has that really done for us?

  • It's made consumers smarter
  • It's made consumer’s trust harder to gain
  • And it's made industries more competitive

But with never-ending task lists, constant expectations to meet, and a “not enough hours in a day” mindset, how do we automate marketing - but keep it human at the same time?

Start By Getting To Know Who Your Customers Really Are

Who are they?

How do they talk? Where do they hang out—both online and in the real world?

What problems are they having? What are they searching for online?

And, most important, how can YOU help THEM?

Getting these answers isn’t a simple process, actually. Nor or should it be—humans are complex beings.

But to make automation work, you need to make the way in which you talk to them and target them simple.

That starts by understanding who they are and what they want.

Meet them where they’re at...and give them what they’re looking for.

Put Yourself in Their Shoes

Imagine you're searching for a local service provider to come and do some repairs in your home.

In some cases, you may already have a name from past service or a referral from a family friend or neighbor.

But what if you don't?

  • Where do you go?
  • What do you search for?
  • What do you look for once you find information?
  • How long do you spend searching for information?
  • What makes you decide that you want to contact a company?

Your customer goes through this same process.

The first step of their journey is “problem awareness.” At this stage, they may not even be aware they have a problem, let alone be interested in buying from you.

The second step is “solution awareness.” Here they know that solutions exist, but they typically don't know that you exist yet.

It's only by doing their research that they may become aware of you and your competitors. This is the third step—“vendor awareness”—and it represents your opportunity to shine when stacked up against your competitors.

How This Looks In The Real World

Let's go back to our example of you needing a local service provider for a home repair.

You're in the middle of research and have come across Company A, Company B, and Company C. And you’re ready to compare the three before contacting anyone.

You visit Company A’s website and find that they provide the service that you're looking for but it's difficult to figure out exactly how they work or even what the price might be. You figure they’re a good option, though, because they have a lot of positive Yelp reviews.

Over on Company B's website, you find some more information and some helpful blog posts that have the potential to lead you to a solution without even having to call them. They even have a coupon that might work for the repair you need. You fill out a contact form on their website with some information about what you’re looking for but don’t get a confirmation.

Finally, you visit Company C’s website. The homepage has messaging that immediately speaks to you and your needs. It leads you through a path that educates you on your problem.

You visit their blog and read a couple of posts where you find a downloadable checklist with items to check before calling for repair service.

After downloading the resource, you get a few emails with more information on what you read on their website. You don't feel pressured by them and they're messaging is more conversational than “sales-y.”

You feel more comfortable with Company C and you haven't even talked to them yet.


They did their research. They spoke to you like a human. And even though you could tell you were being automatically sent emails, you appreciated that they only sent you what YOU were interested in.

What About Your Business?

What about your own business? Are you Company A, B, or C?

Company A and B are losing customers, so you want to be Company C… Obviously.

But how?

It starts by knowing your customer better—and to help you we’ve prepared an easy-to-use worksheet.

Download 7 Steps to Knowing Your Customer Better now.

Want to talk more about how we can help you? Click the button below to book a time to talk with us, or give us a call at 916.608.8913

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