More often than not, companies tend to treat their customers and leads as mere transactions. They tend to forget that they are also a living, breathing human beings. It is important to build effective marketing team which consist of people who have great emotional intelligence. In fact, emotional intelligence should be something the marketing team strive for in their messaging.
Focus more on relationship building than sales
It is essential for marketing team to focus more on building relationship managing reputation instead of sales. Of course, sales are also important matter business should pay attention to keep moving. However, relationship building and reputation management are elements that can make business las longer. It is important to not overlook humanity in messaging because it is important element to create uniquely personalized user experience.
How to establish personal connection with your customers
It is important to establish personal connection with your customers because it is what forge relationships. Also, it helps cultivate lifelong brand evangelist. Here are things you can do to establish personal connection with your dear customers:
Establish how customer perceive the business
It is common for companies to analyze customer behavior so they understand them better how to improve their business. However, they often forget that customers also have their own perception of the business. The way they perceive the business is important to build personal connection. Customer’s perception relates to brand reputation as well.
One of the ways to make it true is by highlighting the human side of a business. You can do it by showcasing your employees and the people behind the scene. By showcasing what happens behind the scene, customers will become aware of humanity is still there in the company. They are also able to see the highlight of the company, as well as how talented and compassionate the employees are.
Bring empathy into marketing efforts
Today, customers prefer empathetic companies who focus on providing valuable contents especially during hard times just like the situation with covid-19 pandemic. Companies should be aware that every customer face challenges and struggles in their lives. By promoting unrelated products the customers can’t even afford will only result in failure. Hence, make sure that each of your marketing effort is filled with empathy as a reflection of your brand. Considerate marketing efforts should showcase how your business is aware and empathetic to your customer’s reality.
Personalization to meet individual demands and needs
Empathy and humanity should be incorporated into marketing. And another important key is personalization. It is essential to build open communication with target audiences. However, it is just not a communication that only touches the surface but more like on deep level. Create segments for audiences based on demographics, interests, as well as behaviors. Hence, you will be able to present the best fitted messaging which result in increased engagement and lifelong evangelism. Keep in mind that expensive promo won’t be impactful if it doesn’t apply to what your customers need.