It’s the end of 2024, and mobile brands worldwide have launched new phones throughout the year. As always, Samsung is leading the market. They hold around 19% of the global smartphone market share. Apple holds 17%. That’s about 930 million Samsung users and 830 million Apple users worldwide.

Even though Samsung is leading in numbers, Apple has a much more loyal base. I mean, think about it – you rarely see someone switch from an iPhone to a Samsung. But it’s super common for Samsung users to switch to Apple and then stick with it. Apple fans are seriously dedicated. They’ll wait in long lines and spend a lot of money on the newest iPhone. You don’t see that with other brands.

So, what makes Apple fans so loyal? For starters, people see Apple as a premium brand. But there’s more to it than that. Apple uses emotionally resonant marketing. 

If you want your customers to be this loyal, you need to use emotional marketing, too. Here’s a simple guide to help you get started.

Study and Understand Your Customers’ Emotions

Plenty of studies have shown customers are driven by emotion rather than logic when buying a product or service. So, you need to understand what emotion will drive your customer to buy your product. You can either do this by conducting surveys or relying on analytic data. We prefer the more direct approach of talking to your customers via email or social media. You can also use social listening tools like Hootsuite, Brandwatch, or Sprout Social to track mentions, comments, reviews, and hashtags.

Update Your Brand Story

​​People connect with stories, not with products. So, if you wrote your brand story a couple of months ago or even a year ago, it’s time for an update. Think about why your brand exists. Is it still the same reason you started out with? Or has your purpose shifted as you’ve learned more about your customers?

Also, look at the language you use. Is it still relevant to your audience? If your customers are younger or more tech-savvy now, your tone will need to be more casual or modern. 

Did you show the human side of your brand? People love to read behind-the-scenes moments, struggles, and wins. They want to know that they’re dealing with real people and not just a robot behind a screen. 

Also, did you highlight the journey your brand has taken? How you’ve grown or improved over time? How you maybe listened to feedback and eventually made changes? Or maybe launched new products as you started to grow?

Once you’ve updated your brand story, share it not just on your website but also on social media, and in your marketing campaigns. People need to connect with you and the only way they’ll do this is by getting to know you better.

Change the Way You Talk to Customers

No one wants to feel like they’re talking to a robot or getting the same canned response everyone else gets. People want real conversations. So, forget what your business class taught you and ditch the corporate language. It’s time to get personal with your customers. Do this at every mode of contact whether that’s a query or an email you’re sending out.

Listen more, too. Ask questions on social media and respond to comments to make customers feel like their opinions matter. 

Create a Community Around Your Brand

If you want customers to stick with you, give them a reason to feel like they belong. You can create spaces where your customers can connect like maybe social media groups, a Discord server, a dedicated section of your website, etc where people can share their experiences, ask questions, and talk to each other.

Make sure you’re active and that you give the community exclusive content, sneak peeks of new products, or members-only discounts. You can also host fun events like live Q&As, webinars, or workshops, online or in-person. 

Summary

Building emotional resonance takes time. It starts with understanding your audience, sharing real stories, and consistently showing empathy and value. When customers feel connected to your brand, they become loyal fans who stick with you and tell others about you.

Want to take your marketing to the next level? At Falconics, we’re leaders in ERM, specifically designed for B2B SaaS companies. As industry experts, we develop strategies that help you create deeper connections with your customers. Ready to see how? Contact us today.