12 Oct How to Excite Your Customers or Clients
What Excites Your Visitors?
Have you gone zip lining, watersliding, roller coaster riding, white water rafting, mountain biking, or some similar adventure activity? I’ll bet you had fun.
We all love the thrill of feeling good — of experiencing something fresh, novel, unexpected, interesting, and elevating. That’s why adventure is so popular now. And it’s something all marketers should use instinctively in marketing to surprise and delight customers.
Excitement is a big part of the experience and reward. Research shows experiences involving excitement activate their brain and produce chemical changes — producing endorphin, oxytocin, serotonin, and dopamine.
Your customers/clients are no different. What makes them feel good, less bored, even excited and sets the stage for a purchase? You have to discover it.
Customers are Bored — Give Them Some Excitement!
Fallsview Casino is a great believer in excitement. It’s the core of their marketing campaigns and their videos contain unexpected luck, novel scenes, funny moments, and each video conveys surprising experiences. Most scenes are not at a casino, but about a break in customer’s regular everyday life. Surprise and novelty are keys in making impact.
We need to know what customers and clients want and what excites them. If you don’t know specifically what it is that creates and keeps a customer, you’re operating in the dark. That’s nerve wracking.
You must discover what excites your visitors, what makes them feel good, and why they’re at your site. If visitors aren’t feeling good, they won’t become your customers.
AI Analytics Can Help You Discover It
One of the big benefits of AI marketing solutions are the analytics capabilities. The focus is on discovering what each customer wants and is excited about. If they’re excited about buying a house, then you can find out what it is specifically they desire in that dream and in the home itself.
AI software is all about the whole process of improving sales is all about finding and delivering a perpetually better experience (feeling comfortable, confident, positive, focused and driven to satisfaction).
A Gallup Poll says that exciting customers creates an average 23% uplift in sales revenue
Most companies have no customer engagement or content engagement strategy and customer experience is becoming the most important factor in sales success and customer loyalty.
How To Excite Your Customers
In general, increase the number of satisfactions visible on your site (stories, photos, free trials, free giveaways, contests, discounts, fun comments and quotes, data and information, news, news, events, perspectives on new products and services.
If you’re a Realtor, you can for instance, present your listings in interesting new ways, take very inviting photos and videos, do a video to show how excited you are about the listing, invite them for a coffee and snack at an open house, explain how the neighborhood will be good for them, show how prices are rising and how the property is a much desired gem, and how speaking with you is a valuable experience to help them improve their house hunt.
House hunters are excited about a vision of their dream home. If AI marketing software can help you discover what that dream home looks like, sound like, and why they want it, you can position your value proposition expertly.
If you offer the same bland list of benefits/features for all visitors, you won’t excite them.
Excited prospects come from deliberate customization and personalization. What one customer likes, turns off 50 others.
This conflict is what most web marketing managers are struggling with. The only solution is personalization through AI.
9 Ways to Learn What Excites Customers
Before you can know specifically what each visitor is engaged and excited about, you need to provide a list of the basic sparks for excitement:
- include content that entertains, dazzles, and makes them feel valued
- test and vary the layouts, font sizes, colors, and photos to see which they find attractive (e.g., use separate styles for condo hunters vs house hunters)
- test and discover which new, novel content items perk them up (customer perk and and focus when something and novel is introduced)
- test and vary the headings and copywritings style to see what they like (are large in your face font sizes and buzzword laden headings actually turning them off?)
- test the tone, keywords, and voice of your copywriting to see what they pay attention to
- test and vary incentives to see which make an impact (incentives help to focus attention but which work well?)
- use and test beautiful photos, illustrations, videos, just to see which makes them linger and follow additional material
- test and vary the value proposition to see what they really want and what you can sell (word and position your UVP differently and discover which unique concepts work best)
- do a pop up survey to see what they respond to or what it is they’re frustrated with (sometimes you’ve got to ask, and if your bounce rate is 97%, you don’t have much to lose).
Testing, Testing, 1, 2, 3
I’m a big believer in testing because you must find out what excites your customer. If you don’t, everything else you’re doing will be ineffective. The AI analytics solution can discover all the marketing kpi’s you set it to find. Faster testing means better data, and learning opportunities. AI then delivers a personalized experience to each visitor. AI is a learning machine that trains you.
Start thinking excitement and you’ll get better results. If you’re not thinking excitement, your empathy and care of your customer/client might be put into doubt.
Make Them Feel Good
If you layout your new content and value offer on a foundation of feeling good excitement, you’ll find even your mediocre products are flying off the shelf. People spend a lot of time polishing their own brand image, yet it doesn’t provide the big feel good lift they think it does. It’s not about you, it’s about the customer experience.
While you’re thinking about the customer experience, keep your focus on excitement, trust and comfort. Keep them calm but excited and ready to trust you and your brand.
If you want to ace the whole customer engagement, excitement and satisfaction process, you really need AI marketing solutions, particularly the testing and analytics functions. Definitely get the very best testing and analytics solutions you can afford.
Your reach, customer satisfaction and sales numbers will go through the roof. That has to be exciting for you?
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