Hey you! reading this! Where are you now? At the office? At home? Taking the dog out for a walk? Should we address you as a business? A customer? Or maybe a human being? 

Traditionally, advertising was split into B2B and B2C, reflecting a clear divide between work and home. Yet, smartphones, social media, and digital marketing have since blurred these lines. 

The B2H (Business-to-Human) approach tackles this issue. It recognizes that nowadays, we are no longer addressing a business but are reaching out to an individual, and we engage with them whether they’re in the office, relaxing on a beach, watching TV, or working out at the gym.  

When planning your next marketing campaign, don’t just imagine your prospect in an office from 9 to 5. Instead, picture them in a situation where their attention might be at its lowest, and challenge yourself to elevate your content engagement to capture their interest. 

Here are 4 Tips for a B2H Marketing Approach: 

1. Be a Guest on the Right Channels: Consider yourself a guest no matter the channel you’re on. Don’t try to force your creative content onto the platform. Instead, tailor your creative approach to fit the specific channel, especially for social media. Each channel has its own flow and disrupting that flow can be a big mistake. 
2. Focus on Value Delivery: People are bombarded with marketing messages. Provide valuable content that educates, entertains, or solves a problem for your audience. Choose the type of value you deliver based on the channel you’re on. 
3. Communicate with Your Customers: In today’s social media-driven world, businesses have the advantage of direct communication with their audience. There’s no need to guess what your customers think; simply engage with them via social media and email. Be proactive, ask questions, respond to feedback, and address concerns in real-time. Open different lines of communication to strengthen your relationship with your customers. 
4. Respect Your Audience’s Busy Lives: Instead of lengthy marketing content, get to the point fast. Understand that your customers are busy, so keep it short and straightforward. 

Typically, articles like this conclude with a summary, but since we genuinely adopt a B2H approach, we skip it. After all, you don’t summarize yourself in real-life conversations.

If you’d like to enhance your marketing strategy with the B2H approach, just let us know, and thanks for reading.