Sandra Miller

As a marketer, do you always focus on building emotional connect with consumers to make them buy products?

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Jef Lippiatt

Jef Lippiatt , Owner at Startup Chucktown

Sandra,

I think that creating emotional connections with customers is the best way to drive customer loyalty. Unique experiences and personal communication help customer see you as more than a product or company.

They will begin to see you as an integral part of their day or life. When customers know that you are doing what you can to connect with them, they are more engaged with you and your products.

I think the "conversational" style of writing and producing content seems less intimidating and helps create comfort for customers. You also want to encourage dialogue. In this day and age there is no reason marketing and advertising can't be a two way street.

I also think that showing customers that you are not just a "good listener" but an "active listener" will forge strong connections. When customers can see that you are acting on their feedback it strengthens the connections you already have in place.

Don't ignore customers after the sale. Re-engage them to see how they enjoy the product or service. Use it as a way to see if they understand and are getting the full benefit of your products and services. In fact, you could use it just as a chance to say thanks for continuing to be a customer with us.

Without an emotional connection you get customers that will leave you for a competitor based on arbitrary things like (cost, product options, season, peers, etc.). I say these are arbitrary because a customer that feels valued and connected won't abandon you to save a few dollars. They won't even leave you because a competitor's store is closer in proximity to where they live.

An emotionally connected customer will usually only leave in extreme cases and most of them would be the fault of you or you company.

  • you've quit emotionally engaging with them (your fault)
  • your prices have gone significantly up (without communicating value or getting feedback - still your fault)
  • your products or services haven't kept up with competitors (this is a long term comment - if you haven't updated your offerings in years, they may abandon you. Yes, still your fault)

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