Even today, c-level executives are avoiding social media because they’re afraid someone will say something negative about them, their company or their brand.

They will. And they will do so whether you’re on social media or not.

As such, you might as well participate and encourage your best customers, your “raving fans,” to participate on your behalf as well.

Don’t know who your “raving fans” are? Ask them.

I recently completed in-store interviews for a small regional retailer and 40% of those I spoke with were “raving fans” of the reatiler — this was the only store where they shopped for these particular items and they readily told others’ about the store.

Unfortunately, my client had no idea and was not doing anything to leverage this goodwill.

Are your customers telling someone else about the outstanding service they received or how well your product or service meets, and surpasses, their needs?

If no story is being told, then nothing happened.

Albert Einstein said, “Nothing happens until something moves.” Your product and service move when people have something positive to share with one another.

Also, people are far more likely to talk about experiences than products. Experiences drive emotions far more than products and services.

What kind of experiences are you, and your team, providing that are affecting your customers’ and clients’ emotions? Make sure they’re positive and not negative.

Positive experiences results in “promoters.” Negative experiences result in “detractors.” You need to know who are your “promoters” and “detractors.” If you can turn a “detractor” into a promoter, you’ll have a more loyal customer than the customer that never complains.

Are you, and your employees, connecting with your customers emotionally? If you don’t know, then you probably are not.

Start by having a dialogue with your customers to find out what they do and don’t like about your product or service.

Write down what people are telling you. This shows them you really care about what they have to say.

Ask them what you need to do to provide them with a really outstanding customer experience. You’ll get a lot of ideas that you can then go and execute.

Businesses have trouble differentiating themselves from their competitors.

The solution is simple because the bar is so low. Commit to having an emotional connection with your customers.

Get your customers to feel good about themselves, as well as feeling good about doing business with you and your firm.

Visible passion and enthusiasm is the most magnetically attractive thing for an individual. Share your passion and enthusiasm for your business, your products, your services with your customers.

Get your customers to tell you about themselves. People are happiest when they’re talking about themselves.

The more you know about your customers, their needs and wants, the more you’ll be able to have “customers for life.”

The more “raving fans” you have sharing the incredible experience they had with your firm, the less you’ll need to spend on marketing.

Word-of-mouth continues to be the most effective and efficient form of marketing. The Internet and social media has made it moreso.

What can you do to get your customers emotionally connected with your brand?

Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional