Bryan Kramer’s assortment of marketing badges are impressive. But it’s his unique approach to marketing that’s most commendable. Bryan is credited with initiating the H2H (human to human) business movement in marketing and social. The concept behind it is just as it sounds — more of you and less of everything else. That’s right, human connection is making a comeback.
In this episode, Bryan explains the value of human interaction in digital marketing and how and where to implement it in your strategies to wow your customers and gain a massive competitive edge.
- Why businesses that participate in conversation have the advantage over ones that don’t
- Chatting on Facebook Ads
- Facebook vs YouTube video marketing strategies
- The human marketing funnel
- How to decide what part of your funnel to humanize and what to automate
- Why you should address emotionally charged comments on social media
- Testing Messenger Ads: Warm traffic vs. cold traffic, which is more responsive?
- A new Facebook Messenger strategy
- The best type of answers to give on Messenger
- Facebook videos that get the best response and most engagement
- How to retarget in a human way
- Why a marketer’s job is more important than ever in the AI era
- Bryan’s marketing predictions
- Worked for an agency right out of college
- Started his own agency 17 years ago
- Career took off when his message (There Is No B2B or B2C: It’s Human2Human) went viral
- Inspired him to write the book
“Your message — and what I couldn’t agree more with — is we need to inject more of the human aspect back into marketing.“-AE
“I think being human is your competitive advantage.“- BK
The Human Marketing Funnel:
- Lay out your current funnel or build one
- Review each area and identify where human touch points make most sense in order to close a sale (drop off in click-thru rate, abandoned carts, actions that require a better engagement)
- Consider the customer journey
If you’re a small business or just getting started, have interactive conversations toward the beginning of your funnel.
- Discover pain points
- What is the solution and can you provide it for them?
- How can you shape your product or service around that?
If you have a sizable list, build a longer tail funnel and use human interaction toward touch point 5, 6, or 7.
“In one of my bots that I have running, I have “talk to human” so that you can talk to me anytime.” – BK
It takes a lot of effort and energy for somebody to reach out. If a brand never replies back to something that was emotionally charged — positive or negative — they leave the relationship on the table.
Adding human aspects to Facebook Ads
Develop an ad on Messenger that says “message me here” and pose a question to your followers
- They start communicating with your bot immediately if you’re using one (like ManyChat)
- You respond back to them and begin developing a human relationship with them.
Facebook Ads should be treated like your funnel
- If you want to really connect with people, warm them up.
- Let them know who you are, provide value, give them a chance to get to know you and know them.
- By the time they get to the offer, the logical next step is to provide them more value with your product or service.
Bryan’s results: Testing Messenger Ads with warm and cold traffic
- Warm: People don’t answer the questions. They just ask “are you really there?” Would rather have more value than more conversation.
- Cold: People feel like they have a chance to actually converse with someone.
Brian has seen more opportunity with cold traffic.
Facebook video Ads
- If you’re focusing on building relationships, shoot smartphone videos
- Only invest in higher quality video for major launches
Bryan’s marketing predictions:
- Artificial intelligence could replace various jobs (commodities or a process) but humans will always seek out human connection.
- Stay relevant by injecting humanity back into the business.
- Make sure everything connects to the brand, product, or another person.
“You and I are living in the coolest time to be marketers.” – BK