Customers and passersby are bombarded with marketing content on a daily basis with no discernible way of distinguishing one ad from the next. Whether you are part of a small startup or a large international company, the emotional impact your marketing materials create can make or break your brand. In fact, the international practitioners on Advertising studied 1400 successful advertising campaigns. The most effective were the ones that relied entirely on emotional impact. Banking on the emotional impact your brand can create with the customer base can indeed turn things around for your marketing strategy as a whole. Let’s take a look then at five worthwhile reasons to add more emotion and depth into your marketing efforts.
1. Emotional Marketing Creates Competitive Differentiation
People recall things with greater clarity when they’re emotions are piqued. That includes your brand. It also helps your business get noticed, when your competitors are fading into the background.
Think about that for a minute. Chances are, your social media feeds, are full of paid ads and branded content. Because of that saturation, more and more people are blocking ads out, and just scrolling by.
The brands that are getting attention, often succeed because they create an emotional hook. People see something that makes them smile, puts a lump in their throat, or causes them to lean forward in their chairs. If you are creating marketing content that does that, when your competitors aren’t, your brand will be more memorable. Your content will gain more traction.
2. It Has Great Social Media Potential
In 2018, Facebook modified its algorithms so that content posted by your friends is prioritized on your feed. At first glance, this can seem discouraging. After all, doesn’t that mean your content is even further buried? Yes, but it may be more important to consider why Facebook made the change.
They did so because they understand that emotion creates more engagement than anything else. Yes, they made the change because they see more potential for engagement in content created by people that you know personally, but this is also a pretty powerful endorsement of emotion in content in general. That includes advertising and branded content. If you create content that triggers an emotional response on social media you can:
● Earn More Likes And Shares
● Start Conversations
● Get More ROI Out of Fewer Social Media Posts
● Earn More Followers
3. Adding Emotion to Your Marketing Increases Brand Awareness
As mentioned above, emotion plays a major role in memory and recall. It’s a great tool for making your brand memorable to your audience. That’s an important part of any marketing strategy.
Keep in mind that successful marketing is going to address people at all stages of the sales funnel. Awareness is most important for those top funnel customers who may not be ready to begin the purchasing process, but are still ripe for learning about brands that they may use in the future.
To demonstrate this, think of all the brands you know, whether you use them or not. Even if you don’t drink ‘middle of the road’ beers, you probably know about Budweiser’s heartstring-tugging ads featuring Clydesdales. You may have laughed at hilarious over the top Tweets posted by Old Spice, or been touched by stories posted on Facebook by a local, not for profit.
Now, what happens if you suddenly have a need for a product or service, or if a friend or family member is in the market for something. Chances are, you are going to think of brands that have boosted your awareness through the use of emotional storytelling.
Another thing to remember is that emotion is a universal connector. That makes it perfect for global marketing efforts. As long as you have the help of localization professionals from agencies like Pick Writers to keep your messaging on point, you can use emotional marketing to attract a global audience
4. Campaigns That Use Emotions Boost Positive Associations
It’s undeniably helpful to create a connection between positive emotions, and your brand. It creates a sense of underlying goodwill. When people see your brand or your products, they feel good. This is thanks to emotional recall. That’s when anything from an image to a song, or something else brings back positive memories and associations.
This is really one of the key reasons that brands tend to incorporate people into their marketing efforts. Think about jewelry. Just on its own, a beautifully designed necklace is gorgeous on its own. In fact, you could even argue that in terms of highlighting the exquisiteness of the piece, showcasing it on its own would be the best idea.
In spite of this, jewelers use people, usually couples, in their visual marketing extensively. Because that’s what creates a positive association. It isn’t a beautifully crafted necklace. It’s the woman smiling brightly when she’s been gifted with that necklace.
5. It Can Lead to an Increase in Recurring Revenue
It’s ultimately less expensive, and it takes less effort to retain customers than to obtain new ones. By building a loyal audience of customers, you’re also better able to maintain relevance in the face of intense competition. One of the best ways to create repeat business is by making an emotional connection. Consider brands like Apple or Nintendo. Both are brands that people follow, often just to see what they do next. The same applies to musicians and other artists. They attract a following due to emotional connections.
As a result, it’s easier to sell products. Rather than working hard, with each and every new product or service, to get interest and engagement emotional marketing creates a built-in customer base. Whether it’s creating buzz around the next phone release, album drop, or new video game franchise, boosting emotional connection turns regular customers into repeat customers.