If you don’t recognize that playing with consumer emotions has a significant impact on your marketing efforts, you better brush up on your skills. There’s a huge market for targeting your audience through emotional connections, and there’s no better place to focus those marketing efforts than social media.
According to a 2013 survey performed by the consulting firm, Brand Keys, 70 percent of the decision making process is driven by emotions while the other 30 percent is logical thought. In other words, using logic in your social media interactions is good for those who take a second glance, but for first impressions, emotional connections are key.
If you want to make those powerful social media connections, it’s important to understand how emotion can be used best. Here are a few suggestions for improving your social media marketing by using emotions.
Post Multimedia
You can connect emotionally with a wider audience if you simply post multiple forms of media on your page. Consumers are more likely to make an emotional connection if you post in a variety of styles, even if it’s not something you would normally discuss in relation to your company.
Consider the viral food video craze, for example. Every time you open Facebook, you’re likely to come face to face with a video showing a pair of hands making some delicious treat. It became huge with BuzzFeed Food, but other companies who have nothing to do with food have started to share similar videos to bring more people to their brand. They’ve recognized the emotional connection that food has with their consumers, so they made a way for these posts to work with their brand.
Know Your Audience
No matter how compelling your social posts are, you’ll never make it far without first understanding your audience. If you don’t have a clear idea of that target group right now, take steps to get there. Conduct surveys, interview returning customers, visit the websites they visit, post to the forums and social networks they use, and, come to understand the emotions that will drive them to take action.
This will come fairly naturally through your multimedia posts, and as you continue to learn about the target market, you can begin to tweak these posts accordingly. As established previously, buying decisions are typically made based on emotion, and you can’t hope to make that emotional connection if you don’t know your audience inside and out.
Foster Connections
Studies have shown time and again that consumers are more likely to make purchases from companies they feel emotionally connected to. It’s more than liking the product. It means that every time a customer sees the brand, they feel something, whether it’s inspiration, family ties, humor, or compassion.
A major part of fostering this emotional connection is forming a brand users can actually identify with. Think about major brands like Nike, Coca Cola, and Johnson & Johnson. The check-like Nike symbol generally creates an inspiration and motivation to do something amazing. The Coca Cola feeling makes everyone smile inside every time the polar bears take a sip, and the Johnson & Johnson company always includes pictures of babies, which is sure to inspire an emotional connection every time.
These major corporations have developed this connection through years of maintaining quality products, but also by knowing their audience and creating an undeniable connection with them. Marketing is all about sending the right message, and emotional channels are the easiest ways to do that.
from Darlene Milligan http://ift.tt/1WFlf5Q via transformational marketing
from Tumblr http://ift.tt/1ZrVPuc
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