Consumer behavior is one of the most crucial aspects of business strategies. If a business owner is unable to understand the shift in consumer buying trends and why they occur, then the entire business will be in danger.
These trends are not just limited to the surface; they are also influenced by emotions. In fact, a study found that 86% of consumers’ buying choices were influenced by nearly 10 emotional factors!
As a business owner, you also need to develop an emotional connection between your company and what your audiences want. So, come on, let’s see how businesses can connect with their customers emotionally!
Understand the most and least loyal customers
While it’s important to appreciate all kinds of customers, you’ll get the most important data from the customers who buy the most and the least from you. Understand why a certain set of customers are so loyal to your company.
Circulate an online feedback or survey to identify your most-loved products. Similarly, prepare a feedback form for customers who visit your website but don’t buy, and ask them what delayed/canceled their purchase decision.
When you focus on customer experience and listen to their feedback, they will automatically feel an emotional connection with your company.
Distribute custom business cards
Business cards, though an old form of promotion and marketing, are as relevant as ever! A customized business card shows your clients that you truly care about their shopping experience.
This, in turn, makes them emotionally involved with your brands. If you’re thinking of printing creative business cards, go for digital or metal ones.
For example, metal business cards with a QR code in them can be tapped against the receiver’s smartphone. This will instantly take them to your company website, social media channels, or any other web link that is connected to the digital chip.
Maintain a CRM system
A customer relationship management (CRM) system will help you maintain good customer relations.
As your business grows, it becomes harder for you to maintain equal relations with every client who buys from you. Things can become much simpler with dedicated CRM software.
This software will help you track different customer metrics like customer interactions, buying behavior, and other shopping habits.
For this, you’ll first have to segment your customers into different groups based on demographics and psychographics and then send them targeted offers.
Communicate in a more personal way
When you’re running a business, it can become easy to get lost in the more technical aspects of what the company does. But if you wish to connect with customers on a more emotional level, you have to show them the more human side of the business.
For example, place focus on your employees and conduct weekly meetings with them to understand their viewpoints.
Make sure that your employees feel loved and respected and are passionate about the bigger goal. You can even upload employee or customer testimonial videos on your company website.
Be transparent
Honesty is one of the most loved virtues in the professional industry. When customers view your approach as honest and transparent, they’re even more intrigued to know and buy from your company.
Therefore, you must avoid false promises or over-promotion of your products at all costs.
While it’s fine to highlight the benefits and USPs of your products and services, you should make sure that your company delivers what it promises. And in case there’s a product mismanagement, don’t be afraid to apologize to your audience and improvise.
Improve customer engagement
Most small and medium businesses reach out to customers through different promotional methods. But a true marketer knows that it’s equally important for customers to engage with the content that you post.
For example, you can post polls or a quick Q&A session on Instagram with your followers. Or develop a Snapchat filter related to your latest launch and encourage your followers to post a picture with it.
Social media is a great place to boost customer engagement, and if you can think of creative ways to grab people’s attention, you must do so!
Conclusion
Building an emotional connection with your clients takes consistent effort and a lot of time. Even if you don’t see immediate results, don’t stop working. Track the engagement metrics regularly and identify the areas for improvement.
