Forging emotional connections with your target audiences is marketing gold. And given the public’s widespread enchantment with the digital world and its toys, the web is a great place to craft those connections. If you think about it, emotional connections are the reason we consume media in the first place: to make us laugh, or cry, or think, or even scream. And, hopefully, to get us buzzing about what we’ve experienced.
Sure we forget a lot more media experiences than we remember, but that begs the question: What is it that makes some brands’ online interactions resonant and memorable while others fall flat? And how can your brand continue to evolve and create relationships with audiences that produce lasting emotional connections—connections that are personal, relevant, and moving?
A recent survey confirms that consumers have a limited number of brands with which they regularly interact (approximately five). They expect personalized, relevant, targeted, convenient and timely information from these brands and reward brands who meet these needs with loyalty, attention and an increased response to calls-to-action.
So to help you become a BBF (best brand forever), here are a few things to keep in mind for content creation, branding, channel distribution and messaging:
Establish your brand as a category expert and build content creation strategies around that expertise. Then share this highly relevant content in targeted and personalized ways, ideally integrating your channels so behaviors are observed, understood and rewarded with relevant, targeted messaging.
ou won’t create online experiences that are memorable by doing what everyone else does. You must find ways to stand out and be noticed. It’s good to know what the competition is up to, but your brand can do better. Treat every blog post, email, and tweet as if it really, truly matters. Giving it 150% every time means pushing further with your creativity, your knowledge of used mediums, and your understanding of your audience’s needs and preferences.
Trust is the core of all relationships and your brand’s relationship with its targeted audiences is no exception. Most consumers say that an existing relationship with a brand, based on trust, contributes to whether or not they pay attention to email and other messages. Building trust-centered relationships online is a lot like doing it in real life: Be honest, be considerate, and be your true self.
enerating new business is important for most organizations, but it should never be more important than taking good care of the customers whose business you currently enjoy. Existing customers create revenue and, if well treated, other new customers.
We hope these ideas help you become a BBF and grow more evocative and meaningful emotional connections with your audiences. Remember, online relationships are just like the good relationships you enjoy in the real world: They benefit from good listening, care-taking and going the extra mile.