Emotional Marketing is the process of evoking a range of emotions in your audience, triggering interactions and engagements with a brand. Whether it’s TV ads or content marketing, brands that articulate their stories well tend to connect with their audience more successfully. This breeds customer loyalty and ultimately, generates revenues.
According to a study by Strativity, 87% of consumers who interacted with a brand daily feel loyal to the company.
Here are some best practices to follow in order to align your brand with the emotions that drive your customers’ most profitable behaviors.
Speak to Your Buyer’s Persona
Your brand’s voice is the most effective tool you have in your marketing arsenal to connect with your audience. Whether you’re writing a blog post, a guide, a Facebook post or a tweet, make sure you speak to your buyer’s persona rather than to an invisible audience. Consider your customers’ feedback, and imagine your ideal customer is sitting across the dinner table. Speak to them in a way that evokes some emotion and prompts engagement. Appeal to many but speak to just one - your buyer’s persona.
Share Your Unique Insights
In a crowded and noisy marketing landscape, the uniqueness of your voice helps you stand out and be noticed. When it comes to sharing information with your audience, your exclusivity is your biggest asset. Instead of repurposing what others have already said, you need to come up with your unique and valuable insights and share them with your audience to establish thought leadership and command loyalty. Whether you’re creating blog content, infographics, explainer videos or podcasts, try to be unique and drive value to your customers. This will keep your audience coming back to you for more.
Leverage Human Emotions
Whether it’s humor, compassion or empathy, human emotions are the secret ingredients of every successful marketing recipe. According to Kirsten Kim, you can utilize the emotional argument in your writing to make your content both engaging and shareable. Neurologist, Antonio Damasio has established that emotions are a vital component of decision-making. By injecting the right words, voice and tone in your content, you can stir the raw emotions in your audience, thereby triggering the decision making process. Emotions that can have the optimum impact on your readers and followers are happiness, sadness, surprise, and anger. By using these emotions creatively, you can keep them engaged with your brand so they can share your content extensively.
Recommended Reading: Writing Emotional Content That Captivates Your Audience
According to a study by Harvard Business Review, when companies connect with their audience at an emotional level, they witness huge payoff. Every function in the value chain, from product development to marketing to sales and service, can immensely benefit by building an emotional connection with their customers.
Build Thought Leadership
Let’s face it - nobody trusts a story that lacks conviction and inspiration. From health tips to dating guide to tech review, you must exude authority to make a convincing case for your audience to believe in you. This requires that you know your industry inside out and are familiar with your buyer’s persona. Moreover, you inculcate thought leadership in your broad marketing strategy to build a loyal follower base and boost brand advocacy.
Recommended Reading: How to Craft an Effective B2B Thought Leadership Marketing Strategy
Here are a couple of strategies you can follow:
- Share industry updates, studies, statistics and success stories with your followers and give it a spin with a personal touch.
- Create shareable and snackable content so make it easy for your audience to share with their friends and coworkers.
- Back up your claims with hard evidence and cite your sources
- Be objective and professional while giving it a personality
Recommended Reading: How to Create Shareable “Bite-size” Content for Marketing Success
Use These Techniques to Boost User Engagement
Speaking of user engagement, did you know that an average visitor gets only ten seconds to decide whether your page is relevant to their queries?
Yes, just ten seconds!
To get more attention from your audience, you must communicate your value proposition within the first ten seconds.
In order to ensure your visitors stay for longer than ten seconds, Brian Dean, one of the greatest SEO gurus, recommends incorporating a few innovative techniques into your copy.
Bucket Brigade: First off, use attention grabbing words or phrases to break the monotony of your story and keep your readers constantly engaged. Brian Dean calls it the “Bucket Brigade” technique. Here are some examples of catchy phrases that can keep your audience hooked during a lengthy article.
- And, the best part?
- But, there’s a catch!
- So, what’s the real story?
- And, that’s not all!
- What if I told you...
When Steve Jobs, the Apple co-founder, uttered the revolutionary “One more thing…” phrase, the crowd would go wild.
APP Formula: Agree-Promise-Preview (APP) is a framework that is designed to build content that lives up to or surpasses your audience’s expectations. The best example is from Brian Dean’s own blog:
Benefits-driven Sub-headings: The awkward truth about content marketing is most people would actually skim and skip your content unless it looks promising to them up front. To defeat this, you must use compelling sub-headings among many other things to keep your visitors glued to your content.
Recommended Reading: The Ultimate Guide to Evergreen Blog Content
It requires a great deal of patience and creativity to successfully leverage emotions for connecting with your audience and driving your marketing strategy. You need to constantly innovate new approaches based on customer feedback and interactions. Once you have established yourself as a cult brand, the engagement will take care of itself.
What is your approach to harnessing audience's emotions in order to drive interactions?