Brands building their marketing strategy around the product using traditional business models focused on the product or service may no longer work in today’s marketplace solely because the people are now more interested about how they feel about their interactions with the brand in terms of the buying experience and after sales service. Sales nowadays are becoming less and less dependent on the product so marketing must be more on poking that emotion. Harvard research revealed that most people buy based on their emotions or the subconscious where positive experiences appeal more to emotion than a static product or service. Customers buy experience, not the product. Creating a great customer experience that makes people feel good is more likely to make them respond to your call-to-action and make the purchase. Understand that experiences are relatable. Because of this, forming a relationship with the customers by provoking their feelings or cravings can be strategically done when you promote the experience using emotional marketing. The value of experience is so powerful that it has created new business models that’s more on promoting the experience rather than the product. Affecting the way your customers feel creates strong brand attachments, shapes brand evaluation. Emotional branding naturally stimulates the affective state, shapes experiences, and appeals to the customers feelings without even giving them the pitch. But what should you consider to ensure a satisfying consumer experience?

To create a strong brand perception and attachment, the key is to belong. It is all about perception and how you make the customers feel when they purchase your product or service, that will keep them coming back for more. One technique is to create relatable videos or stories. When you capture the right moment and make them feel good, provide the experience they crave, then they would likely connect with the brand, share the feeling, and most of all, buy what you sell. Emotional branding is the process of forming a relationship between the consumer and the brand by provoking their emotions. Marketers often achieve this by creating relatable content that appeals to the feelings, ego, needs, and dreams. A positive customer perception combined with the great experience creates business sales including loyalty.

Promote the experience, not the product through meaningful conversations using social media. Customer-centricity is a strategy within business that seeks to create a positive customer experience at every stage of the customer journey. Always keep them at the back of your mind when looking at the flaws on your customer journey. Every step of the customer journey matters. Define the touchpoints and resolve the pain points. Alter any portion of the surroundings that may dampen the mood such as music while waiting, tone of voice of the customer service, greetings, or anything that involves how a mind influences reality.

Take note that the experience of using the product will be exactly the same regardless of where and how you bought it but the buying experience totally differentiates what customers experience from the brand. It even encompasses the whole lifecycle of the product, from the moment you decided to buy it until it serves you no more. Indeed, it is in the buying experience that makes consumers return for more and where digital marketers should place every effort to beat the competition. Some areas to consider are return policy, customer service, and offering a personalized experience. The goal is always to create the best experience.

Selling the experience can turn leads into followers that you can easily convert into sales in the future. The goal of experience marketing is to create a really good buying journey experience through customer value optimization. At the end of the day, you need to create an experience worth sharing, something that makes people connect and remember you because of the experience. The need to shape thinking is irrefutable. Innovate your communication strategy to create brand perception as well as gain their undivided attention. Silence is deafening especially when it comes to ROI impact.

Bad marketing decisions made against the backdrop of competition are usually the root cause of a business declining sales and eventual demise. A distorted broken voice may not create sales so create only the expectations that you are able to deliver. Understand that expectation is a strong foundation in building brand awareness. It would be worth a try to shape consumers thinking through a chosen narrative with the right brand persona that people can relate to. Today, we are faced with a growing number of choices laid down at our fingertips which make more and more people base decisions on how they wish to experience something. make time for what matters – the experience and perception.

Get traction, connect, and gain business momentum using emotional marketing. Put everything in motion with the help of your brand persona that sets the attraction combined with the experience which shapes the brand perception. But where do you begin? Just like you have your own brand persona, you should also define your buyer persona. Creating an ideal customer profile in terms of psychographic, interest, demographic, and financials can be a daunting task. Every marketing plan starts with something somewhere and you’d better be careful in determining your lead qualifications.

Segment your target market. If you are running a business that requires your customers to physically come to your store or property to spend, it is absolutely necessary to understand and highlight what the experience is and position your marketing efforts beyond just that of convenience. Build a simple sales plan based on a specific market segment. Focus on the group and be as efficient as possible in creating a pipeline model. You may need to upgrade your copywriting skills during the implementation. Well, innovation is never a straight line but at least you have to keep everything simple. Deliver the experience and invest in tools necessary to provide it. Consumer demand will continue to drive innovation and shift insights about how you play catch up with experience.

Shirley Chio | Virtual Assistant (Remote, Work from Home)
Your Arm Extension in Content Marketing
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