Recent studies have shown that more than 95% of consumers make buying decisions based on their subconscious feelings. It means that emotions play a vital role in converting visitors into customers or potential leads.
The online business scenario has changed drastically in the last few months due to the Covid-19 pandemic. Most companies had to take immediate measures to transform their digital presence so that they could cater to their customers. That also means that the competition for online businesses has increased a lot, and it is essential to adopt intelligent strategies to drive revenue and leads.
Digital content is one of the most readily available avenues which you can utilize to connect with your existing and potential customers. These are some tips that will enable you to establish an emotional connection with your visitors and drive conversions.
Address Your Buyer Persona
When you are creating your content, imagine that you are addressing your buyer personas. Most web designing and digital marketing services create buyer personas in Google Analytics or other tools to know which keywords they target audience might be using on their searches. Therefore, create the content as if you are speaking to one of your customers.
When you do that, you initiate a more intimate conversation with the reader and establish an emotional trust with the person. Once the visitor feels emotionally inclined towards your product, he or she would be more likely to purchase or subscribe from your website.
Relate to the Reader
Other than research through buyer personas, there are a few more ways to collect information about your potential customers. You can collect feedback from the existing customers about what they want from your products. To get the desired information, you can conduct surveys through your website or social media pages, or you can interview your buyers.
You can also engage with your target audience on social media to establish an emotional connection with them and gather feedback. It will enable you to understand how you can create content that will motivate your visitors to click on the call-to-action (CTA) button. Your content must be able to tell your customers how your product can meet their requirements.
Use Visual Elements
You should be able to paint a picture with words or use visual elements to create a positive image in your potential customer’s mind. The reader must get reminded of positive experiences from the past that can help you to establish an emotional association with them.
It is essential to use specific words instead of vague ones so that the customer can form a visual image rather than feel bored. Make sure you use a few powerful words like smashing, exhilarating, catastrophic, volatile, meltdown, and such others. But use them sparingly, or you might overdo them and create a negative impression.
Tell a Story
Stories are one of the easiest ways to capture the imagination of your audience and invoke emotions. They can motivate visitors to take action or increase their engagement by capturing their attention. You can use storytelling to establish a quick connection between your brand and your target audience because they will be able to relate to the situation.
When you tell a story, make sure your product or services are a part of it so that it can resonate with the reader. When your target audience feels emotionally invigorated by your story, he or she has a feeling of empathy towards it, which makes them want to buy your product or subscribe to your newsletter.
Provide Value
When you create your content, ensure that it provides something valuable to your audience. Everything valuable does not need to be associated with money. You can also provide valuable information, suggestions, or tips that can help your potential customers.
If your audience feels that they can use that information in their everyday lives, they will feel emotionally connected with your brand and wish to associate with it. It will help you to forge a relationship with your target audience and improve your conversions.
Create a Memorable Experience
An extremely effective way to invoke emotions is to create a memorable experience for your audience through your website content. There are several ways to create an experience to remember through your content. Some of them are:
- You can provide offers for free trials or samples of your products through a CTA button.
- You can host a live webinar on your website to connect with your audience.
- You can organize a live question and answer session on social media.
- You can reply to the comments posted by your audience on social media posts or discussions and engage in a conversation with your potential clients.
Establishing an emotional connection through your content is one of the easiest ways to increase conversion rates on your website. You can also utilize the tips mentioned above to establish a long term customer relationship and brand loyalty.