An emotional bond creates loyalty before a prospect makes a purchase decision. And it keeps getting stronger even after a prospect turns into a customer. Nothing is more vital to retaining customers than a strong emotional bond.
The driving forces behind purchasing decisions and customer behavior are often instinct and emotions, not rational thought.
According to MBLM’s Brand Intimacy 2022 Study of the emotional bond US consumers have with the brands they use confirms that the brands that foster the most brand intimacy are also the ones that grow the fastest. This means that all businesses and brands can profit from marketing that forges strong emotional bonds with their customers, which will ideally develop a feeling of brand intimacy.
Here are five strategies businesses can adopt:
Humanizing the brand
It always pays to humanize the brand by showcasing the people behind it on the website because it’s far simpler to connect emotionally with a person than a concept. This is true for businesses of all sizes. It will always be beneficial to foster an emotional bond to feature the founders on the website and possibly the executive team, even the entire team or those team members who engage with customers.
The details that organizations disclose about their teams are equally crucial. It’s better to personalize them by giving information about their life or interests rather than just listing their credentials.
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Creating trust by being authentic
All emotional bonds, including those between customers and brands, depend on trust. Customers must believe in the authenticity and reliability of a brand before they will trust it. This can be accomplished in a variety of ways. Real customer reviews and videos are a fantastic method to increase brand trust with potential customers.
A behind-the-scenes look can also be helpful. For example, brands could make a “meet the team” video, or a tour of the office, showing who does what and a little bit about them. Another strategy to establish trust with customers is to interact with them, for example, by responding to their inquiries promptly.
Also, it’s essential for companies to consistently deliver on their promises if they want to establish a strong, long-lasting emotional bond with their customers.
Developing two-way empathy
Every emotional relationship needs two-way empathy, which is something that the brand must develop.
They must begin by thoroughly understanding the characteristics, needs, and pain points of their customers. With this understanding, brands can connect with the customers in a way that they can relate to, by adopting a communication style that they are accustomed to and comfortable with, and by making them feel as though they understand them and are just like them. Building online or in-person groups of people with similar interests can also be beneficial.
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Finally, companies need to develop and maintain relationships with their customers. They need to keep track of their buying habits and communication preferences so that they can communicate with them effectively. This may also involve additional useful communications that speak to their needs and interests, depending on the type of business.
Utilizing emotional triggers
A powerful strategy for creating an emotional bond with customers and boosting sales is the use of emotional triggers in website messaging.
Depending on the specific brand and product, countless emotional triggers influence buying decisions.
The secret to using emotional triggers effectively is to let a brand’s understanding of their consumers’ motivations for making purchases guide them in choosing the right one and then properly adapt the messaging and visual content.
Storytelling is key
Since the beginning of time, stories have helped people bond. By telling stories that have an emotional component, businesses and brands can engage customers and forge strong emotional bonds. This could entail telling the brand story or customer success stories. Integrating emotional triggers into storytelling can create an incredibly powerful purchase motivation and emotional bond.