When a business is able to make an emotional connection with their customer, trust and loyalty can happen. It’s no longer enough for a business to serve a need or a want for a consumer. Customers want their path to purchase to be made easier for them. The quickest way to do that is to create a personalized experience that understands their wants, needs and desires.
Businesses shouldn’t rely on marketing tactics and promotional messages as the only way to sell their products. Marketing messages can over stimulate consumers and if you’re not addressing their unique needs, there is the risk of losing them altogether.
Build an emotional connection
Consumers in today’s market are exposed to too many advertising messages a day. Within seconds, they’ll make a decision about your website and whether they’ll do business with you. A business that can genuinely connect with their customers will be in a strong position as they have a strategic advantage compared to businesses that don’t adopt this approach.
To develop a relationship with your customer that’s both emotional and practical, you’ll need to start by listening to what your customers are saying about you. Customer touch points can be evaluated from your social media channels, online publications, forums, employees, and industry leaders. All of these channels are important in helping you prioritize relationships with customers and will help you deliver on any guarantees that you make.
Can an online business develop personal relationships?
The short answer is yes. Because selling online is the direct route to market for your business, there are many opportunities for you to create that personalized experience for your customers.
Knowing their buying habits and needs is the first step in understanding what your customer wants. Data analytical tools are great in evaluating a customer’s behavior on your site. You’ll start to see trends and patterns with their buying habits.
Perhaps they’re browsing for a long time before they make a purchase or they know what they want to buy immediately. Either approach is equally effective, but getting them to a point where the customer journey is easy and simple is critical to driving online sales and creating brand loyalty.
Humanize your business
Every interaction your customer is an opportunity for you to develop a relationship with them. Businesses are getting wiser and they’re not only looking at the business goals but the wants and needs of their customers.
Customers can have their voice heard by helping you design your next product or features. This encourages engagement with your core audience and allows the consumer to play an active role in developing your brand further.
Testing out products and designing features is becoming easier with online prototyping tools that have platforms where one can manage feedback in one place. Active engagement with customers is becoming increasingly popular due to reasonable cost to implement and the ability to gain feedback within a short space of time. It also demonstrates that your business has a personality and is happy to engage in a conversation with customers.
Observe, listen and then communicate
It’s easy to say that relationship building is an important step in developing your online sales strategy, but too many businesses forget that listening to their customers first is a critical step towards business success.
Customers want an open dialogue with a business. Hear what they’re saying, communicate with them openly and get them to become brand advocates for the business.
- Evaluate your customer touch points
- Get a better understanding of your customer’s buying habits
- Test your products and get feedback
- Build long-term relationships
- See and listen to what customers are saying about you, your brand and your business. Then think about how you want to create that emotional connection with them.