How to Connect with Consumers
Today, most consumers make purchases based on emotion rather than logic. According to educator Jonathan Osler, businesses need to tap into their emotions — the right way to connect with them.
Focus on the customer
People don’t usually buy from businesses; they buy from brands. Therefore, businesses need to understand who their customer is — what she wants and needs — and then create a marketing strategy that aligns with those needs and wants. The first and most important step in connecting with your customer is to get to know your customer.
Businesses can increase their understanding of their customers by collecting data on a large scale. You can also ask customers questions as they make purchases to understand their needs better and wants.
Businesses can also send customer surveys after a customer has purchased to understand their needs better, wants, and preferences.
Businesses can also take advantage of digital assistants like Alexa and Siri to understand customer needs and wants.
To reach customers on different channels, it’s important to understand the differences in your customer’s experiences.
Show that you understand them
Not everyone will open your email or respond to your survey, so it’s important to show that you understand your customers by name.
First and foremost, customers want to feel understood. They want to feel accepted and appreciated as individuals. It is important to show that you care by using language that speaks to the heart rather than the head.
When writing emails and surveys, always keep the customer at the center. Tell stories. The best marketing copy is storytelling. And, don’t be afraid to use emotions like trust, gratitude, and surprise to create a lasting connection with your customer.
Remember: you can’t sell to a customer you don’t understand. If you don’t know who your customer is, you can’t connect with her.
Nurture loyalty with rewards programs
Customer loyalty is built on trust. It’s why rewards programs are so important.
Rewards programs create an emotional connection between businesses and their customers. When a customer loves a brand, she’s more likely to return. Why? Because she’s already invested in the brand and wants to see it succeed.
Rewards programs work best when they’re easy to use, out-of-the-box solutions. If a customer can’t use your rewards program, she won’t sign up.
Be their voice on social media
Social media is a great way for businesses to show their personality and connect with their customers on an authentic level.
When using social media, always be genuine. Don’t just create accounts to have an account — use them genuinely. If you’re not having any fun, then why should your customers?
Remember: social media isn’t real-time marketing. It’s not meant to push out tons of content in a short period. Instead, use social media to create a more passive, long-term relationship with your customers.
Utilize mobile to personalize the experience
Customers want to feel special. As versatile as smartphones and tablets are, they were designed for one thing: to be mobile devices. That means businesses can use them to create incredible customer experiences.
Businesses can create mobile-first experiences that are highly personal and designed to connect with an audience on an emotional level.
Businesses can use mobile to deliver tailored offers, mobile-exclusive content, and exclusive offers only available to customers on their mobile devices.
For example, a mobile bank could create a “low balances” offer only available on their app.
According to educator Jonathan Osler, businesses can connect with customers emotionally by giving them what they want. Customers want loyalty, reassurance, and attention. Businesses can provide these experiences by focusing on their customers and showing that they understand them. Customers want experiences, not products. By tapping into their emotions and delivering a personalized experience, businesses can connect with their customers on an emotional level.