The challenge many brands face is successfully creating emotional connections, and not just in their campaigns. Yes, emotional connections are a powerful thing, but only when they work. When customers detect insincerity, or efforts just miss the mark, things can go badly. When customers sense that a brand is faking it, it’s repelling to them.
The key is forging genuine, lasting emotional connections with your customers. These connections can make a huge difference when it comes to earning repeat business, creating loyal customers, and maintaining your audience even when the competition is intense.
Connecting with a potential customer is much different from an established customer. The same applies when dealing with an unhappy customer vs. one that has had good experiences with your audience. Your focus must be on pleasing customers in all phases of the buyer journey. Here are a few things you can do to ensure that your efforts work for all of your customers:
Use customer journey mapping to identify places where you can best make emotional connections. Look for points of friction and frustration as well as places to provide more personalized service.
1. Create content that addresses customers in all stages of the sales funnel.
2. Don’t pander to one audience group at the expense of another. Avoid generational slams, for example, or pandering to divisive issues
3. Identify common values, goals, and concerns.
Making an emotional connection goes beyond your content marketing efforts. In order to connect genuinely with your target audience, the brand personality and care you present in your ads and online content must continue through the entire customer experience. There are some additional challenges here if your business crosses cultural or international lines. If you cultivate a warm and caring presence online, but your customers experience something entirely different in store, or when dealing with customer support, that’s a problem. Creating an emotional connection with your customers isn’t just a marketing effort. It cannot only be something that is done online or through your advertising.
Customer facing employees must understand your goals, and they must believe in your goals enough that they carry your messaging sincerely when they interact with your customers.
Marketing is an emotional endeavor. If people simply made purchasing decisions based on logic, the field would look entirely different from it does. The most successful companies are often the ones who can create genuine emotional connection with their audience members.Emotional marketing works, but its success depends on taking the right approach. TalkAgent understands its customers, addresses the needs of customers, employee storytelling, involves customers in stories, prove that they share values with audience, and earns trust by showing thought leadership. Finally, everyone in the position to engage with customers must understand how to make these connections and value those connections. This requires appropriate training, resources, and getting buy in from the people who are in contact with customers on a regular basis.