Marketing activities inform and influence your customers – and they also should enhance your relationships. If your marketing has heart, you are making an emotional connection with your target audience.
More often than not, consumers are making their purchase decisions driven by feelings rather than logic. That means emotional marketing can contribute to creating those meaningful relationships that result in brand affinity – and brand loyalty.
In fact, an emotional connection may be what sets you apart from your competitors.
- Following are 6 ways that you can add some heart to your marketing.
- Educate your customers about your products or services. Give them information they can use and they will be grateful for it.
- Inspire your customers with ideas. Give them new ideas for making use of your products or services—ideas they may never have considered.
- Engage your customers in sharing their thoughts about your product or services. Ask them for their input and start a conversation.
- Offer specific ideas for gift-giving and seasonal celebration. Make special offers to engage your customers in celebration of a holiday or a business milestone.
- Tell some compelling stories – about your products/services or about individuals who have benefitted from them. Maybe share stories about the employees who work in your business.
- Execute a sponsorship with an event or support an organization that aligns with your values – and make sure your customers know about it. You might invite them to participate with you in some way, making an even stronger connection with your business.
All of the ideas above can become content developed and shared on your website, in social media, in e-marketing campaigns, in webinars and in traditional advertising – or in a combination of several media to create synergy. Utilize your brand messages as well images and video to reinforce the emotional connection with your customer.
For a copy of our recent presentation on this topic – including some examples – email Jane@activcg.com and you can learn more about how to put heart into your marketing and communications.