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Astudy by International Practitioners in Advertising analyzed nearly 1,400 marketing campaign case studies. They concluded that campaigns that used emotion performed better than those that took a rational approach. Clearly, customers respond well when they can connect emotionally with brands.
The challenge many brands face is successfully creating these emotional connections, and not just in their campaigns. Yes, emotional connections are powerful, but only when they work. When customers sense insincerity, or efforts simply don’t hit the mark, things can go awry. When customers feel a brand is faking it, they find it repellent.
The key is to build sincere and ultimately emotional relationships with your customers. These relationships can make a huge difference when it comes to winning back business, creating customer loyalty and keeping them by your side even when competition is intense. Here are 5 tips to make sure this happens.
People with shopping bags waiting
1. Show respect and concern for the needs of all customers
How do you connect with your entire audience when they are diverse? What do you do when something that works for one customer is useless for another? These differences aren't just demographics, either. Building a connection with a potential customer is very different from building a connection with an existing customer. The same is true when dealing with an unhappy customer versus one who has had good experiences with your audience. You need to focus on satisfying customers at every stage of their buying journey.
Here are some things you can do to ensure your efforts work for all of your customers:
Use customer journey mapping to identify places where you can make the best emotional connections. Look for points of friction and frustration, as well as places to offer more personalized service.
Create content that addresses customers at all stages of the sales funnel.
Don't pander to one audience group at the expense of another. Avoid generational attacks, for example, or pandering to divisive issues.
Focus on unifying and positive messages.
Deliver great experiences by communicating with empathy
Be wary of nostalgia-based marketing if you have a diverse customer base.
Respect culture and origin. Be inclusive and respectful in your marketing.
Speak to customers in a conversational tone without flattery.
Identify common values, goals and concerns.
Coffee shop counter with baristas and customers.
2. Get acceptance from employees who deal with customers
Creating emotional connections goes beyond your marketing content efforts. To authentically connect with your audience, the brand personality and concern you present in your ads and online content needs to carry through the entire customer experience . And there are some additional challenges when your business crosses cultural and international boundaries. If you foster a friendly and attentive online presence, but your customers experience something completely different in-store or when dealing with customer service, we have a problem.
Creating emotional connections with your customers is not just a marketing effort. It is something that can not only be done online or through ads.
Customer-facing employees need to understand your goals and believe in them enough to carry your message sincerely when interacting with customers. Here are some things to keep in mind:
Reflect the company's brand personality
Branding often means developing a personality that can be seen consistently through your interactions and presentations. Maintaining a consistent style that matches your target demographic helps you be seen as relevant. This can be shown in many ways, from the visual presentation of your landing page to the language you use to interact with your customers.
Your branding strategy should include understanding who your audience is so you can stand out and appeal to them. If your target demographic is younger people, engaging with them using colloquial language and pop culture references (like slang or memes) is much more effective than using serious or formal terms, which would be more appreciated by a professional audience.
Showing empathy
Does this company care about me? Do they value me as a customer and as a human being? For many, the answers to these questions have more to do with who is responsible for customer loyalty than with price or product selection. By demonstrating genuine concern and empathy, customer-facing employees help form and cement important emotional bonds. Customer service scripts can help by providing a useful foundation for agents . However, many organizations believe that giving agents and employees more autonomy in customer relationships is actually more effective.
The bank teller who calls your name the minute you walk in, the waiter who indonesia whatsapp number data knows your order before it's taken, the hairdresser who asks about your mother—all these things remind us that the people who serve us care enough about us to remember something about us. In those moments, they mean more to us than those who exchange goods and services for our money. They are colleagues, confidants, or friendly faces.
Give your customer-facing associates more opportunities to do the same. Yes, a certain level of familiarity may not be as easy to achieve as in some industries. A customer service agent at an international software company can't get to know the customer the way a waiter at a neighborhood restaurant can. Still, you can make an effort to note the customer's preferences and interests in customer service records. This information can be used to engage with the customer and demonstrate interest.
Well-trained employees who have been given the opportunity and support they need are your best assets in building lasting connections with your customers. What's more, they are a great source of information and insight into customer opinions and values. They are the ones who experience customer contact firsthand.
3. Tell stories and listen to them too.
People connect with each other the moment they hear your stories. The same goes for brands or the people behind brands. This is why storytelling is so impactful when it comes to building connections. Present something as a well-written story and people will connect with it and with you.
Opportunities to create and share stories are everywhere. First, tell your story. The journey you embarked on when starting your business, the reasons you're passionate about your products and services, and the things your team has come to value are all stories you can use to connect with your audience. Share them on your website and in your blog posts. Use images and videos to bring those stories to life.
In marketing, storytelling isn’t just about things that have already happened. You can also tell stories about the future, making prospective customers the main characters. Share stories about your products and services that help them imagine how to use and benefit from them. Share scenarios. Use universal experiences to make them relate to your brand and products on an emotional level. Here’s a story about the importance of writing better emails. The article does a great job using the customer as the main character. The brand becomes the helpful friend who is there to advise and help the friend achieve their goals.
Lastly, people don’t just form emotional connections by reading or watching stories. They also do so by sharing their own. Give them platforms to share their stories and concerns with your brand or with like-minded people. Here are some effective ways to engage with customers so they can share their stories.
Identify law firms and important users
Connect with people who are familiar and loyal to your brand. Encourage them to share their insights and advice on social media pages and community forums. This shows them respect for the values and insights they may share. In return, they play a very important role in building a community around your brand.
Provides a forum for sharing images and videos
Brands like Mod Cloth encourage customers to contribute photographs, stories, and even videos of their experiences with their products and services. This makes customers feel like a valued part of a community and helps satisfy the desire to share experiences with others. Ask customers to share on your social media and website. Use their stories and images in your campaigns.
Use contests
Brands have used contests to encourage sharing and connection since before social media was even an idea. Food producers have recipe contests. Diaper companies encourage people to run their babies around for fun or to be cute. A contest is a great way to encourage engagement and sharing.
Ask clients to participate in specific groups and case studies
Targeted customer groups serve a purpose beyond identifying what customers want and how to move forward with your products and services. They provide your audience with a platform from which they can voice their opinions and share their experiences.
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