What is Emotional Marketing?

Jason Bourgeois
March 22, 2019

Emotional Marketing means creating content that connects with your customers, rather than just advertising or marketing to them.

You may think it involved pleas and sad stories, but emotional marketing is much more than that. Emotional marketing makes your customers feel included, special and listened to as your brand inspires, connects and builds trust with your clients.

Emotional Marketing is an incredibly unique way of promoting your brand and customer base, and here’s why you should be using it…

  1. 31% of marketers report significant profit gains with emotional campaigns
  2. 68% of buyers who see a personal value will pay a higher price for a service
  3. 71% of buyers who see personal value will purchase a product
  4. Organisations are made up of people, so even if you are a B2B company emotional marketing can be a unique technique to build brand relationships and create purchasing intent

 

So, how do you employ emotional marketing techniques in your digital strategy?

 

1. Think about the emotions you want to generate from your audience

Emotional Marketing doesn’t have to evoke just sadness or guilt over not buying something. Often the marketing is more effective via the use of different emotions. In an analysis of over 10.000 shared articles on social media 25% of users shared the article because they were in awe of the content. 14% shared because of the joy they felt and another 15% did so because the content amused them. Only 1% shared an article because it evoked sadness and 6% because of anger. Therefore, we suggest focusing on positive emotions over negative as these see the best engagement.

 

 

2. Use storytelling in your message

People are not always rational or logical and can be affected by a good story or emotive content. We’re going to focus on this in more depth in a later blog post as this is a vast topic with many benefits. However, the basics are drawing your customer in via the use of storytelling to build a stronger relationship on a deeper level with your customer.

 

3. Create emotional responses with colour choices in visual materials

We all know that colours can evoke emotions. Blue represents cold, whereas red or pink, love and passion. Therefore, think carefully about the colours you use in any visual campaigns. If you want to create a positive reaction to your posts then think about summer colours like yellow or orange that evoke happiness and warmth. This may seem like a subtle tactic, but all of these features together in a campaign can formulate an emotional response from your potential customer.

 

 

4. Leave prices until last

If you want your customer to feel special and not like another number in your marketing strategy then don’t initially mention prices. Evidently, if you have shocking low prices this can draw customers in. However, don’t expect them to stay loyal to your brand or have an emotional connection because of this. Prices tend to tarnish any emotional feeling a customer will have towards a brand as they don’t build a relationship over time. Leave prices until the end to remind customers that you do have competitive pricing, but that isn’t the most important thing about your business, your customers are.

 

5. Focus on Benefits Rather than Features

Avoid listing your services in any marketing campaigns, instead, focus on how your services can help solve your customers’ problems. By doing this your marketing campaign isn’t an advert forced upon your customers. Rather it is a suggestion that evokes an emotional reaction from your clients. This way your customers will see you as a helpful resource that they need, rather than a company they reluctantly turn to when they have a problem.

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