If you want to sell something, then you have to give your customers the opportunity to feel important—and it all starts with customer connection.
The reason for this is simple: Everyone has a deep-seated need to feel as though they matter. When we're connected to something, we feel like our opinions and thoughts are important.
When you connect with your customers, they will be more likely to do business with you again. They'll also tell their friends about their experiences with your company or brand—which means even more sales for you!
This article will dive into the science behind customer connection. It will outline everything you need to know to create meaningful connections with your consumers.
Who's your audience? In the world of marketing, this question gets asked a lot. And for good reason!
Identifying your target audience is a crucial step in customer connection. This step helps you find who you’re trying to reach, what they want, and what they need. With this knowledge, you can target content and marketing strategies toward people who have the highest chance of buying your products or services.
So, how do you identify your target audience? Market segmentation.
Market segmentation is a strategy used by successful brands such as Volkswagen, Kellogg’s, and Coca-Cola. The basis of this strategy is that not all potential customers have the same needs or interests. Because of this, target audiences are divided into 4 categories.
- Demographic: based on gender, age, ethnicity, religion, family size, occupation, and income
- Geographic: where the customer resides provides important information on needs, interests, and language
- Psychographic: based on the psychology behind customer behaviour (personality traits, values, interests)
- Behavioural: analysis of customer buying patterns and decision-making (time of purchases, the reason behind purchases)
By dividing customers into segments, you can create various marketing and customer connection strategies catered to each category.
Successful customer connection is based on how well you know your target audience. A broad marketing campaign does not feel as personable as curated marketing.
Emotional Connection Score (ECS)
The Emotional Connection Score (ECS) measures the percentage of customers who are emotionally connected to your brand.
ECS is a valuable tool to gauge if your customer connection techniques are working. Emotional connections can dramatically increase the number of customers your business has. To put this into perspective:
When customers are emotionally connected to a business, the business sees a 50% to 100% increase in customers
In other words, implementing ECS into your marketing is simple and well worth your time.
For your convenience, we broke down ECS research and implementation into 3 steps:
The first step is acquiring a data set focused on emotional motivators for customers in your industry. These motivators can include:
- A sense of freedom
- Feeling secure
- A sense of belonging
- … and many more
The second step is to analyze motivators that led to a big spike in purchases. These emotional motivators are the most profitable.
Lastly, incorporate these emotional motivators in your marketing campaigns and customer connection strategies.
Techniques to Improve Customer Connection
Now that you’ve identified your target audience and their emotional motivators, it's time to implement this information in building a great customer connection.
To help you get started, we included a couple of options below:
The first way you can improve customer connection is by curated marketing. Once you’ve performed market segmentation, analyze the emotional motivators for each segment. Then, incorporate the motivators to create marketing materials for customers in each segment. This process might take longer than a broad marketing campaign, but it is more successful at creating a meaningful customer connection.
The second way you can improve customer connection is by keeping track of the ECS after each marketing campaign. This will provide you with a quantitative value of the success of your marketing to build a good customer connection.
We Can Help!
Analyzing data, researching your target audience, and creating custom content take time away from growing your business.
We recognize that and want to help.
The team at Choquer Creative is experienced in the science behind customer connection. For every client we help, we use updated data and SEO techniques to reach potential customers. Not only can we help your brand build a great customer connection, but we can also build brand trust and loyalty.
Contact us today to learn more about how we can help increase customer connection for your business.
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