This article is about how to connect consumers with brands using emotional marketing.

Research shows that emotional responses to ads, not the information in the advertisements, have greater influences on whether people buy or not.

Emotions push people toward action. When brands make heartwarming connections with consumers, they are tapping into a loyal base that buys, shares, and stays.

The 2015 “Like a Girl” campaign is the perfect example of an advertisement successfully making an emotional connection with consumers. Instead of focusing on its feminine hygiene products, Always used the expression, “like a girl,” which is often used as an insult, to empower and boost the confidence of young women. Its social movement took off, garnering more than 290 million social impressions and 133 thousand social mentions with #LikeAGirl in the U.S., according to the Institute for Public Relations. It also increased Always Twitter followers by 195.3%.

When you decide to embark on an emotional marketing campaign, you need to do:

∙•••••••••Find Out Their Pain Triggers: Know and understand your customers and recognize that each person has his/her own challenges and goals. Find out what drives their emotions by listening to their feedback and reading their social media posts. The social web has humanized the internet, giving customers a platform to express more personalized needs. In doing so, it created a platform for businesses and customers to collaborate, exchange views, and build relationships. Use your marketing efforts to shed light on specific problems or issues and then, show how your business can solve them.

∙•••••••••Tell Them How You Will Make Their Lives Better: Focus on showing how your products and services add value. The key is to show how you can make their lives easier, more convenient, or fulfilling. Businesses that connect with consumers on this level often earn themselves customer loyalty.

∙•••••••••Give Them Social Proof: To make decisions, individuals rely on social proof. This is the phenomenon in which individuals depend on the comments and actions of others to determine their choices. Since consumers are swayed by what their peers are saying are doing, look for opportunities to use first-hand accounts, testimonials, and videos to endorse whatever you offer. To gain those opportunities, you need encourage customers to “like” you on Facebook, follow you on Twitter, or whatever social media channel that works for you. Also, encourage customers to leave reviews. If you get a good review, you have legitimize your business in an independent manner. When you get a bad review, you get an opportunity to make it right in the digital space. This shows that you care about customer satisfaction. Once the issue is resolved, you can encourage customers to promote their good experiences.

∙•••••••••Tell Your Story: Getting personal – sharing the story of how you built your business, how it was created to solve a problem that was close to your heart, or a simple, feel-good story about how the business was passed down through the generations – resonates with people. Storytelling is not only ingrained us as small children, but it evokes emotions. Telling your story gives you a chance to connect with consumers, which is much more effective than listing the benefits of your products or services. Storytelling give individuals an experience that will not only help create a relationship but it will give them a memory. That memory will make them choose your product over another the next time they are shopping.

Emotional Marketing: A Place in Any Business

Some businesses may look at what they offer and think there is no obvious way to connect my product on an emotional level. The right marketing strategy can build the emotional bridge between a business and potential consumers. One of this year’s Super Bowl commercials from Budweiser is a good example. In its “Stand By You” campaign, the beer giant connected with consumers by showing how it shut down its plant to ship cans of emergency drinking water to places, such as Texas and Puerto Rico, devastated by natural disasters. The company leveraged its humanitarian efforts to strengthen its brand and give consumers an idea of what it finds important, proving that what really matters is how you creatively frame your message.

Author Aixa Vilar: Aixa is the Chief Marketing Officer at Pinwheel Pay, Europe’s most convenient payment gateway. She’s an expert in inbound marketing, content marketing, and lead generation. Aixa is also the drummer of Go Betty Go, you can catch her and the band when they head into your town next time they’re on tour. Follow her on Twitter at @aixaauthority.

You can meet Aixa at the upcoming TES Affiliate Conference in Prague, 14-17 September 2018.

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