Emotional Marketing is a technique used to connect with clients and understand their feelings-based reasoning for doing business with a company. Rather than being strictly logical, people make decisions for a myriad of reasons. As such, it’s important to understand how to connect with people through marketing to help your business succeed. It will also help you facilitate meaningful customer relationships.
People crave stories. Stories show how a string of events come together to ascribe meaning to the past and give direction to the future. The more compelling the company narrative, the more likely someone will keep buying your product. To a client who relates to your company story, their business with you represents an opportunity to become part of your story and feel more meaningful. For this reason, don’t ignore your About Us section on your website. Beyond that, find more ways to weave in the distinctive elements of your company narrative like making customer testimonials and reviews more visible. These allow customers to talk to their peers about how your product affected their lives—their story becomes part of yours.
A more obvious way to connect with people through marketing is by intentionally meeting with them rather than using more impersonal means. Digital advertising often allows potential customers to simply click out of or scroll past your ad. This is because it often lacks the personal cues that face-to-face contact allows for, such as your face, voice, tone, and responsivity to their concerns. By physically meeting with potential customers at a conference, they can account for all of these aspects and, in turn, easily come to trust you and your company. And if you find you don’t have the time to extend your personal reach, you can get creative. For example, prioritizing voice over on your video ads significantly helps reach more people while maintaining the human element you want.
Modern marketing increasingly focuses on how buying a product allows a consumer to do good and be good. Whether a company donates a pair of shoes for every pair purchased or rounds up your purchase to the next dollar to contribute to a hospital, implementing a social cause is meaningful. This increases the overall value of your product because rather than consumers’ splitting their money between purchases and charitable giving on their own, this combines the two. And if someone is unable to decide they should go through with a purchase, the bonus of participation in a social cause can easily convince them.
Finally, ensuring you have a positive presence in your local community helps you build up a remarkably durable client population. People’s hometowns are where their kids play and go to school, where they may have grown up themselves, and the place that they know better than anywhere. These local clients’ intimate connection to their community means they uniquely value a company’s investment there. Sponsoring local programs directly leads to a trusting consumer relationship that goes beyond supply and demand for a product.