Marketing to prospects and existing customers is essential for small business success. While there are a number of different marketing strategies to initiate including: direct mail, media advertising, email advertising, Internet marketing, article marketing, and social media marketing; the message and value you introduce to the customer or prospect determines your overall success. These days, emotional marketing strategies are growing in popularity.
No matter how much money a business dedicates to their marketing program, the program is only as effective as the message expressed to the customer. Emotional marketing strategies have existed for years. Now that businesses are recognizing the benefits of connecting with the customer of an emotional level, more and more businesses are relying on these strategies to increase sales and profits.
The purpose of emotional marketing is to make an emotional connection with your customers and prospects. If you are able to make the customer relate to a product, service or brand at even the most basic level, you will notice an increase in inquiries and warm leads making proactive steps to inquire on your services and products. The key to developing an emotional marketing plan that works is believing in your marketing message. If the company does not advertise core beliefs that are true to the company, it will be noticeable in the marketing message.
The first step to emotionally connect with your target audience is by identifying how your products or services can emotionally connect with people in the community. To determine how you can build and create this, you will need to think about the big picture. By communicating the long term benefits you can provide your customers relating to your brand, you will build expectations and a want or a need. By delivering a promise that is either communicated by employees of the company, the owner, or even existing customers you will build a stronger relationship and you can market the experience rather than the product or service.
The reason a customer invests in your business is because they expect to receive a positive experience. You can communicate a positive experience in many different ways including: customer tutorials, word-of-mouth, discussion forums, and free trials. Emotional marketing combined with other effective Internet marketing methods will increase your book of business and give you the tools necessary to earn long term relationships. Engage with this powerful strategy and connect with your prospects in a way that will build brand recognition and trust.