How to Forge Emotional Connections Online
According to Brand Keys Customer Loyalty Engagement Index, the purchase decision-making process is about 70 percent emotional and 30 percent rational. If your brand isn't emotionally connecting with consumers, there's a good chance that you're missing out on a huge number of sales.
Written words only go so far in delivering an emotional connection, which is why it's so important for brands to show a product's value through compelling images and videos. Images and videos enable consumers to visualize themselves actually using, wearing or interacting with a product. Words just don't provide that kind of experience.
That said, having a mediocre image or video showcasing your brand's products won't trigger an emotional response from consumers. Beauty is key. If you're not creating beautiful brand images for your e-commerce site, then most likely your customer isn't emotionally connected to your brand.
In order to forge emotional connections with consumers, make sure your brand's images and videos include these components:
1. Add movement. In brick-and-mortar stores, consumers are able to feel, test out and look at products from different angles to forge an emotional connection. Since that experience isn't possible online — yet — your images and videos must attempt to provide a similar experience.
Adding movement is the best way to achieve this. Offer consumers different 360-degree angles to view a product, giving them a sense as if they were actually picking up the product in-store. Also consider showcasing the product in an instructional video. When a consumer views a video showing how a product can be used in real life, they'll be more likely to envision themselves using the product, therefore making an emotional connection and, ultimately, a purchase.
2. Focus on the details. Every single detail matters to consumers. If you skip out on providing as much information as possible about a product, consumers won't feel as connected and may not make a purchase. Allow consumers to make an emotional connection with your product by narrowing in on the details — i.e., show them the ins and outs of what your product has to offer.
Providing zoom capabilities is another great way to focus on the details. Zoom functionality enables consumers to hone in on every nook and cranny of a product, leaving them without question of what they're about to buy and, in return, establishing a closer connection to the product or brand.
3. Enable interaction. Your brand's in-store and online experience should be seamless and one in the same. Interaction gives the consumer a closer look into your product or brand. For example, interactive product tours hand over control to consumers, allowing them to see what they want to see while shopping. Through this tour, consumers can better understand why a product was made, where it came from and how it can improve their lives.
4. Tell a memorable story. Connecting the consumer to a brand or product through an absorbing story is one of the most powerful ways to elicit an emotional reaction. When done well, a story can plant brand messaging into not just the minds but also the hearts of your audience. Stories have a way of quickly communicating a brand or product's value to your consumer base, especially in a visual photo or video format.
When developing the initial story for your brand or product, think of what emotion you want your consumer to feel. Humor is a popular choice among marketers because witty messages can take on a life of their own for a long period of time. Regardless of the emotional response you want to trigger, it's important to make sure it works across channels to deliver the ultimate brand experience. All of your images and videos should convey the same story to strengthen consumers’ relationships with your brand and motivate them to become loyal fans.
For brands, establishing an emotional connection with consumers online is one of the most important factors in driving sales and increasing customer loyalty. Through compelling images and videos, that emotional connection comes easier and is ultimately stronger.
Mike Molinari is director at KSC Kreate, a creative production studio that supports some of the world's largest brands and retailers. Mike can be reached at mike.molinari@ksckreate.com.
