Humanizing tech: shaping emotional connection with tech businesses

The importance of timing

Building an emotional connection with an audience takes time and consistent effort for a company, it's not a one-time action. Why? This study reveals that 73% of consumers trust a product or service based on its quality

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BUILDING A DEEP EMOTIONAL CONNECTION WITH AN AUDIENCE TAKES TIME AND CANNOT BE ACHIEVED OVERNIGHT
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A company can establish trust and credibility with their audience by being consistent in their approach, such as consistently delivering on promises, responding to customer feedback, and showcasing the people behind the company. Through consistency, a company can slowly build trust and establish a deeper emotional connection with their audience

THE REASON BEHIND THE STRUGGLE

Tech companies may specifically struggle to create deep connections with their audience for a variety of reasons, including:
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/ Prioritizing the development of cutting-edge technology and products can make bonding with customers less of a priority
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/ The fast-paced and highly competitive nature of the industry can make it difficult for companies to find the audience time
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/ The perceived impersonal nature of technology can make it difficult for people to form emotional bonds with tech companies
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/ With the rise of automation, people might see technology as a replacement for human interaction, not a facilitator of it
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/ A lack of effective communication about the benefits and value of their products or services and how they can positively impact people's lives can be a real deal-breaker

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EXPLORING POTENTIAL SOLUTIONS TO THE CHALLENGE

/ Tech companies may focus on building personal connections and fostering a sense of community. This can include utilizing a conversational tone in communication, being responsive to customer feedback and questions, and highlighting the people behind the company
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/ Creating a sense of trust and reliability, and emphasizing the positive impact their products or services can have on people's lives, tech businesses can strengthen the emotional connections with their audience. This could be done by showcasing customer testimonials or success stories, or highlighting the ways in which the business is making a positive impact on society
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/ Humanizing tech companies by highlighting the individuals behind the products and their motivations. This helps to avoid appearing arrogant and allows customers to better connect with the company and its offerings

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WHAT OTHER ACTIONS CAN TECHNOLOGY COMPANIES TAKE?

/ Focus on storytelling and illustrate how your product can make a positive impact on people's lives, rather than solely discussing technical details
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/ Encourage active communication by asking questions, participating in comments, and providing topics for discussion
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/ Speak in a language that is easy for the audience to understand and avoid using industry-specific jargon
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/ Maintain consistency in your communication by meeting customers' expectations for how and when you engage with them, such as replying to comments or direct messages
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/ Effectively manage crises by keeping your audience informed and addressing important issues instead of remaining silent or disappearing
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/ Pay attention to customer feedback on social media and adapt your strategy accordingly. Utilize the power of social listening to understand what customers are saying about your company and products

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Green Mountain Power (GMP), a Vermont-based utility company, is a sustainable tech company that has effectively established a strong emotional bond with its audience. This is achieved through the provision of renewable energy options, transparency in sustainability efforts, and educational programs aimed at reducing energy consumption. GMP leverages social media to foster a sense of community among customers and further strengthens this connection through events, initiatives, and engagement on social media platforms

Sustainable tech companies should continuously adapt and evolve their strategies to maintain and strengthen emotional connections, while being open to feedback and willing to change their approach if it's not resonating with their audience

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We at Bolder support the growth of responsible companies and promote their visibility. Stay in touch for more commentary and tips on conscious marketing

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Best,
Bolder agency team