Trying to win your customer’s loyalty – and keep it – can be a difficult prospect in today’s ever-changing marketing world. One of the best ways to ensure that you keep a customer for the long term is to develop a more personal relationship. Make them feel like they are a part of something, and they will want to keep coming back. Find a way to connect with your customer emotionally, and you may have a customer for life.
Emotion Drives Purchasing
People don’t often make their choices based on logic. If we did, decisions wouldn’t usually be difficult. What makes a decision hard is that we feel an emotional urge to do one thing over another – even when logic would dictate that another option is better. When you understand the power that emotions hold over what we decide to buy, watch, read, or enjoy, you will truly understand the value of emotional advertising.
Consider Your Customer
In order to develop the best marketing strategy, you’ll need to understand your customer and what things will appeal to them on an emotional level. You can then pick a theme and develop your campaign, be it photos, a story, or a video. If your target audience is moms, relating to children or babies might do the trick. If your audience is older men, a nostalgic memory might be the way to go.
Design Your Strategy
Once you’ve identified your customer and picked a “theme” of sorts, it’s time to figure out how you’re going to make that connection. To really draw in a customer, you should consider several posts based around your theme. Decide what emotion you are trying to elicit, and go from there. Everyone remembers the guilt-inducing Sarah McLachlan video for the SPCA, because it hit us hard. While guilt and sadness are powerful and effective emotions to tap into, they aren’t always practical depending on what you’re selling. Memories, nostalgia, fun, and love are all good ways to get people to connect to your brand.
Make it Relate to Your Product or Service
Today’s internet user is often fairly reactive. Telling a sad story that in no way relates to your business is a tell-tale sign that you’ve only done it to boost views. As Sophia Mest from BizDb argues, a discerning user will quickly recognize a marketing gimmick, and your credibility will wane. Just writing a heartwarming story about puppies and kittens isn’t going to stick well if your business is in automotive parts. Now, if you found a kitten sleeping on the engine block while changing the oil, that’s a story that will seem both relevant and genuine to your audience.
Build on the Story
It may literally be a story. You can tell it with a series of pictures released at different intervals, or you can run a Twitter campaign of one sentence at a time. Drawing it out like this will build interest, and anticipating the next chunk will keep people coming back to your page. It’s one thing to make regular and consistent posts, but another thing when those posts are part of something larger. If they pick up on the third installment, they may scroll back through your feed to find the other two, and will spend more time browsing through your other posts looking for it. Once you’ve got them hooked, they’re probably going to follow you in hopes of catching the rest of the story, and now you have one more follower or subscriber.
Using emotive tricks like this is not just a good way of doing things, it’s becoming a necessity in today’s market. As attention spans seem to diminish, customers will make their decisions quickly, and are quick to dismiss content that doesn’t engage them well. Paying attention to maintaining that relationship with your customer is vital for your marketing plan.