Author and branding consultant Alina Wheeler once said, “Brand is the promise, the big idea, the expectations that reside in each customer’s mind about a product, service or company. Branding is about making an emotional connection.” The perfect clarification of what branding is all about, and being able to connect is at the heart of it all. When it comes to digital marketing, creating that connection is more important than ever. Especially on channels such as social media like Twitter and Facebook; places where audiences are actively seeking human connectivity. Get your entire digital strategy right, and there will be many advantages. In fact, good engagement can shape everything from the online buying journey to customer loyalty. And here’s why:
Emotional Connection is More Important
Many companies focus so much time and energy on mapping customer experience. Whilst surveys and customer tracking can be hugely beneficial, being able to create an emotional connection is still the most important factor in getting someone to choose your brand or your product over another. Online customers are savvy – they expect choice and they have the resources to contrast and compare ruthlessly – so how do you stand out in a sea of competition? Research shows that the most effective way to maximise customer value is to move beyond customer satisfaction, and connect with customers at an emotional level. So creating communications with a human approach over relying on algorithms and data is something to seriously think about.
Better Brand Awareness
Creating a connection with customers can help you boost brand awareness – because emotional connections and experiences are usually logged in the brain. This is the way to be remembered. The internet is cluttered with advertisements, marketing plugs and promotions. Whether you’re researching holiday destinations, doing your online banking, or browsing Facebook, someone is always trying to sell something. In a world where customers are almost desensitised to marketing, it’s important to be heard above all the noise. The most successful way to be heard is to forge that emotional bond between brand and customer.
Online and Offline Can Work Together
Finally, it’s important to look at the bigger picture when it comes to digital marketing. Working the online channels is about much more than just conversions, but creating a brand narrative that lasts and lasts. In other words, branding. This is where online and offline work together; your efforts through social media don’t just get traffic to your site, it will engage with people and encourage them to visit your store, call your office for a meeting, or head to your exhibition. Remember the bigger picture and don’t rely on online metrics only to measure the success of your digital campaigns. Engaging with customers emotionally online can benefit every area of your business, including offline and the results are not always instant.