The Power of Emotional Marketing: Connecting With Consumers
Emotional connection is the currency of marketing, and brands are beginning to see why it’s crucial to building a credible business.
Today, the internet has made it even easier for businesses and companies to connect with their audience through social media marketing. With the right human element and emotions infused into this, anyone could thrive at building market authenticity.
This is why, despite the many casino platforms you see online today, some, like the Icecasino, still thrive better than others.
Businesses looking to differentiate themselves from the many alternatives must learn the art of emotional marketing and how it can transform everyday customers’ perceptions of their products and services.
Defining Emotional Marketing
Emotional marketing is an approach used to elicit specific emotional responses that, if properly harnessed, could translate to the purchase of products or services. Emotions in selling are the aspect that looks into connecting with consumers and giving depth to the experiences around a product or service.
Through this, brands become a part of people’s everyday stories, lifestyles, and experiences. There are several instances of brands tapping into customers’ emotions to push their products or services.
The best part of these instances is that they rarely give the illusion of these companies trying to push their products; rather, they show care and love, eliciting trust from the everyday user. Always’ “like a girl” campaign is one of those we can point to. It was launched in 2014, aiming to tackle the societal factors that could harm young girls’ confidence at puberty.
In no time, #LikeAGirl went from being just a hashtag to an avenue for people to share their stories and promote a girl child’s empowerment movement. Overall, it helped the brand tap into the emotions of its audience and connect with them.
Keys to Amplifying Emotional Marketing
Buyers always crave the desire to feel valued and appreciated, and getting them emotionally engaged is a good way to make faster, more meaningful connections. Some ways to go about it are:
- Understand Your Target Audience;
- Tell a Story;
- Utilize Social Proof
Learn more about these below!
Understand Your Target Audience
The first step to being more available for your customers in this regard is seeing from their perspective, understanding their wants and complaints, and seeing them as people rather than numbers or data. One mistake companies can make when relating with their users is seeing them as mere stakeholders and numbers and statistics.
Being people with genuine interests, love, and fears, there is a lot to leverage and tap into to resonate with them. Also, understanding their emotional state will help businesses know how these individuals feel about their brand, how they relate to them, and the possible changes they look forward to.
Listen to your audience, know what makes them tick, and gather as much feedback as possible.
Tell a Story
Telling the right stories never gets old. Stories and video content captivate people’s minds, and by sharing the right ones, you can give a human touch to your products or services. Most successful campaigns from successful companies are built on storytelling.
Coca-Cola’sShare-A-Coke campaign was one of such examples. The concept behind it was to encourage people to share a Coke with their friends, family and loved ones.
It was created from the idea of personalization as an approach to increasing customer engagement, and it worked because, at the end of the campaign, Coca-Cola succeeded at fostering a sense of community, belonging, and happiness amongst its audience.
Utilize Social Proof
Social proof is a psychological concept where others influence people in their decisions. In marketing, people want to see and hear others’ experiences with businesses’ products and services.
They want to hear from the horse’s mouth and get unfiltered information and feedback from those who have used your services or products. Social proof in emotional marketing is an approach that has been proven to influence buyer’s decisions, and you could make it work for your brand as well.
Consider utilizing customer reviews, feedback, testimonials, and other related posts to show your business’s standing and societal perception.
Emotional Resonance as the Key to Lasting Engagement
Marketing can take various forms, but when a brand aims to stay relevant for a long time, it’s advisable for such a business to look into emotional marketing.
Visual content, storytelling, inclusive campaigns, and some of the others we’ve listed in this article are ways to do this. There is a lot to leverage. It starts with knowing your audience, what they want, and how they perceive your brand.
