We all want to sell our products or services, and that drives everything we do. That's why we strive to get customers and clients to fall in love with our brands. That emotional connection we want to make is the special ingredient that’s hard to obtain, but critical for long-term success.
While connecting emotionally with your customers sounds easy, it's more difficult than you might think. Do your customers look at your website or talk with your sales reps and immediately fall head over heels? Probably not. As you strive to create an emotional connection, you need to consider countless factors that add up to a feeling of intimacy between your brand and your customers.
1. Know Your Buyers
Who buys your products? What excites your customers? What motivates them? What are their challenges? What makes them get out of bed each morning? Who should buy your products, but isn't doing so right now? Get to know the demographics of your target markets. Where do they live, how old are they, what life stages are they moving through, and what other products do they buy? The more information you have about your customers, the more you can be responsive to their needs.
2. Know Their Motivations
Wooing your customers takes more than data. It takes an understanding of their motivations. Imagine that you are a ski area. You know that your customers include a large group of 30 and 40-something parents who want to enroll their children in ski lessons. Why do they want to enroll? Is it a social event for the kids? What will the experience be like? Will their kids be reluctant to try something new? Will they be afraid of being away from their parents? Are there activities that the parents can do when their kids are in ski school? Show the family what the whole ski school experience is like. Maybe it’s a fun engaging video. Understanding your customers' motivations will help you tweak your message to really speak to their interests.
Create a story that connects your customers and your products.
3. Make the Connections
When you're creating sales information about your products, make a connection to your main marketing strategy. How can you connect your products with your customers' needs and desires? If your customers or potential customers are looking to purchase a new home and are in need of a mortgage and financial advice, provide them with content that will help educate them about the process. Maybe you offer a toolkit for first-time buyers or an ebook with detailed demographics and information on schools and real estate information. Understanding the needs of your customers and consistently delivering the information and products or services you know they want will help win both their hearts and minds.
4. Tell a Story
Connections work best when they're placed in a story. What's the story of your brand? Does your specific product have a story that nests inside that larger tale of your brand? Stories are romantic. Tell the tale of a quest, a triumph, or a need fulfilled and share it with your customers--you'll draw them into the narrative and invite them to be that hero.
5. Improve Yourself
Once your customers really, really like your brand, make them fall in love by showing constant responsiveness and improvements to your products. If you sell ski packages, listen to your customers' desires for new packages for families or off-peak times and create them to suit your customers needs. Incorporate this responsiveness as a key part of your marketing strategy. Let your customers know that you care and that you're integrating their feedback to make yourself better.
As you develop your connections with your customers, Nomad is here to help. We can show you how to grow your business through authentic and positive emotional connection in marketing.