Do Your Clients Feel an Emotional Connection to You?
We’re a culture that separates social from work – emotion from logic.
One of the revelations I experienced from this week’s Ray2Go Show was Randy’s story of how he became a loyal Coca-Cola fan.
Coke Inc has all the resources in the world to create these “lifestyle” ads that pull at our heart-strings. Think the polar bears and “ I want to Teach the World To Sing ”.
Yet, it was the Coke salesmen who serviced Randy’s Grandfather’s General Store that formed his brand loyalty.
The personal service given to his appreciative grandfather made a lifelong impression.
The memories of the visiting Coke salesmen wove themselves in the emotional fabric of boyhood nostalgia.
Wouldn’t it be great if our followers felt that level of loyalty to our brand?
View the video replay of our Ray2Go Show Here:
If you prefer listening on the go, here’s the Soundcloud version:
The role of emotion in decision-making.
How often have we heard that we shouldn’t let emotions cloud our judgement?
Maybe this is why brands struggle so much with social media.
They hear all the rational reasons for using it as part of their marketing strategy yet, they’re suspicious of mixing social with work.
If they take a step back and look at how they built their business, they will see hours of person to person networking to build reputation and trust.
They don’t see this as marketing.
They see it as just good business.
There are two issues here.
– Anything that gets your brand in front of people is marketing.
– Advertising is one aspect of marketing and since the majority of businesses use social media as advertising platforms, social is synonymous with selling.
The Ray2Go Post-Show Blab: How to connect emotionally to your audience.
After reaching consensus on the importance of making emotional connections with our audience, the Ray2Go crew took to Blab.
, Randy Bowden , Scott Scowcroft and I were joined by Jessica Dewell in a conversation about the importance emotions play in decision-making, how video can help and the Mani Saint Victor, MD emotional affect of universal healthcare. 😉
The video replay of our post-show Blab:
The Soundcloud version:
The “ From Promotion to Emotion ” study found that buyers with a strong emotional tie to your brand are:
– 5 times more likely to consider buying from you
– 13 times more likely to buy, and
– 30 times more likely to pay a premium
A client who feels an emotional connection to you will go out of their way and pay premium prices for your services.
How do we create emotional connections?
The obvious thing to do is Be Human.
1. Have empathy with customer’s problems and solve them.
2. If you don’t have the answer, find it.
3. Connect on social media and share some of yourself along with tips.
4. Make your content the kind that people will feel good sharing because it reflects well on them and it helps their friends.
5. Offer opportunities like Blab and Hangouts to meet face to face. (Unlike text or video blogging, we communicate on many level, verbal and not when we meet face to face.)
“In the language of the visual web, when we share a video or an image, we’re not just sharing the object, but we’re sharing in the emotional response it creates.” ~ Google’s Abigail Posner
Other resources I found while researching this topic for the show:
How Emotion Shapes Decision Making
8 Ways to Get More Social Shares Without Annoying Readers
How Creating an Emotional Response Helps Drive Action With Video
The Power of Emotion in Content Marketing
The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale
12 ways to achieve emotional marketing for your B2B company
Our Ray2Go Show Panel:
Scott Scowcroft – The ScottTreatment: Twitter: @ScottScowcroft
Randy Bowden – Bowden2Bowden marketing & branding virtual consultancy firm:Twitter: @bowden2bowden
Jessica Dewell – JessicaDewell.com A Business Strategist, Consultant, and Speaker: Twitter: @jess_dewell
B.L. Ochman – Google+ Events, Coaching, Digital Strategist: – Twitter: @whatsnext
Ray Hiltz – Social Strategist, Google+ Specialist: rayhiltz.com – Twitter: @rayhiltz
You can view past shows on my YouTube Channel or the audio podcast on Soundcloud .
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Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call