Emotional Marketing And Customer Loyalty In MLM
Have you seen the Samsung Galaxy family ad, ‘The Gift Is You’? If you have, you can admit the ad hit something inside.
Whether you are a fan of Samsung or not, it must have piqued interest in its Galaxy Smartphone range.
Do you know why?
It’s because the ad utilizes a technique called emotional marketing. Samsung is trying to entice users by displaying a connection with the brand and the customers.
That’s the whole point of emotional marketing – creating an emotional connection with the brand.
And how does it help the brand?
Emotional appeal forges loyalty and loyal customers are 3x more likely to buy from the same brand. Since MLM is a customer-centric business model, it can significantly benefit from emotional marketing.
Let’s understand how to leverage the power of emotional marketing in MLM and customer loyalty.
What is Emotional Marketing?
We are bombarded with hundreds of ads on a daily basis. However, only rarely, does something catch our fancy. Like the 2019 Coca-Cola ad, “Together Is Beautiful.” It was a hugely popular ad campaign because it contained everything that hit us emotionally.
The catchy, yet, emotional tagline, is a perfect combination of visual and auditory cues and correct placement. That’s the aim of emotional marketing. It uses emotion to push brands amongst customers.
The primary idea behind emotional marketing is to market a brand by triggering an emotional appeal. And by regularly addressing this emotional state, brands can forge lasting relationships with customers.
The Power of Storytelling
Storytelling is an essential ingredient in emotional marketing. Let me give you an overview of how powerful storytelling can be with an example.
Suppose I am marketing a product. There are two approaches here;
I am excited to present an exceptional Product X, infused with features to improve your daily life.
Walking down the street one day, I was confronted by a problem that I couldn’t get over with. At the time, I thought, if I had a Product X, the problem could have been solved in a jiffy. That’s when the idea clicked. The journey wasn’t smooth, but here I am, with Product X, ready to make your life easy.
Do you see the difference?
Both approaches market the same product, but hugely differ in presentation. One is descriptive while the other tells a story about a problem and its solution.
Simply put this is how we define storytelling – telling a story to captivate the crowd and bring your product to the limelight.
How to create an emotional connection with the audience?
The direct selling business largely revolves around customer relationships. Emotional marketing facilitates trust and boosts sales. The neuromarketing techniques can make the MLM brand more appealing to potential customers. Likewise, the direct selling industry is rightly positioned to engage in emotional marketing concepts.
The close interactions with customers, meeting events, webinars, etc. could all act as an emotional lever to entice customers. Even product packaging with specific colors, texts, and taglines could be a way for emotional marketing. Besides, MLM companies can adopt additional means to create emotional connections with the audience;
Know Your Target Audience
The secret sauce to emotional connection is understanding your audience. When you know what makes your audience tick you can speak their language. It will help you craft a message that is relevant, emotionally appealing, and hits the right pain point. That’s the way you make real connections with your target audience.
Authenticity and Trust
Authenticity and trust are the very foundation of emotional connections. Direct selling, acts as the glue that binds customers and the MLM brand together. When distributors appear authentic and confident about their products, people sense it. Everyone knows honesty breeds trust. And trust is the golden string that creates an emotional connection and your customer keeps coming back for more.
Emotional Marketing Strategies
How to add a dash of emotion is your marketing strategy? Buckle up because we are diving into the realm of emotional marketing. Here are some powerful emotional marketing strategies that will turn the heartstrings into purse strings. Your customers will feel the magic and buy again and again.
Leveraging Social Media
Social media can be a playground for emotional connection. So, don’t just limit it to likes and comments, leverage it to win the hearts of customers. Share relatable content and engage with the audience on a personal level. Share heartwarming stories, run interactive campaigns, and be responsive to customer’s queries to invoke emotional connection.
Customer Testimonials and Success Stories
Nothing entices customers more than hearing stories of real people benefitting from your products. Customer testimonials and success stories are a powerful means to tap into customers’ emotions. It acts as a social proof building trust and emotional coherence. By highlighting the positive experience of satisfied customers, direct-selling brands can build their rapport and credibility. Trustworthy brands strike an emotional appeal with customers and encourage them to buy.
The Wrap Up
Emotional marketing will only become more relevant in the wake of technological innovations. In an era where information is readily available, the way to attract customers is to invoke emotional connection. An emotional angle imbued ad campaigns with a personal touch that invite customers to a story rather than keeping them as a passive consumer of a stream of information.
Understand that emotional marketing isn’t just a tactic, it’s a bridge that helps you connect with your customers on a personal level. By invoking emotions, MLM brands can cut through the noise and create authentic connections with consumers. The result is lasting relationships and a loyal customer base eager to buy your products.