Aside from having a good business plan to ensure that things go smoothly and all resources are optimized, one of the important things that business owners should focus on is to reach out to customers directly and know exactly what they need.
Unfortunately, what makes a marketing campaign fail is when business owners do not know how to properly convey the right message to their clients. Most of the time, they highlight the physical attributes of their products rather than the core benefits that their customers will appreciate.
Marketers and people who run a business should learn to communicate with their clients in a way that they can easily convince their customers to purchase. Here are some ways to communicate better in your next marketing campaign:
- Distinguish between feature and benefit
A feature is a description of what the product or service is all about, while a benefit is a special feature that could be of importance to the customer.
For instance, instead of saying “this product has safety locks,” it would be better to present it as “this product is safe for your children to use.”
- Avoid using technical terms
While you may sound like an expert in the niche that your products belong to, this kind of communication may leave your customers staring blankly at their screens trying to understand your jargon.
- Make your benefits as concise as possible
Avoid using uncommonly used adjectives in describing the benefits of your products and services. Sometimes, customers get intimidated by the words chosen by marketers. Choose words that would stick to the mind of your customers.
- Use the local language of your target market
Being able to talk to your clients in their preferred language can already create an instant connection and ensure engagement with them. This is the reason why some companies choose to employ workers who can speak multiple languages, so that marketing campaigns sound more local.
What emotional branding means
Contrary to popular thinking, branding is more than the company name and logo. Branding enables the customer to become familiar with the products or services, and to distinguish you from your competitors. In terms of branding, companies need to do something in order to gain customer trust and loyalty, and that is emotional connection.
Making use of emotional branding involves building connections with customers on a personal level. It is like personally handling everything that your customers need. This is part and parcel of customer satisfaction, which is extremely important for small businesses who want to grow fast.
Here are some ways that you can use emotional branding to engage local customers:
Use social media
Part of the process of emotional branding is to build connections through social media sites. Increasing your online presence makes it easier to reach out to your customers. At the same time, customers feel that they are valued when they are immediate responded to.
Know what your clients are looking for
People have a natural urge to buy an item when they feel the importance of owning one. A company that creates a product based on what the consumers need is on its way to increase sales. In this case, prospective customers are more likely to try the product, and remain as loyal clients when they see value in your company.
When you can address a particular need of your intended customers and are able to communicate with them through their native language, you are effectively creating a bigger opportunity for more leads and improved sales numbers.