There’s extreme value in building emotion with your audience to drive engagement. When you’re constantly engaging with your customers at various touchpoints through different mediums, you have the opportunity to build trust and credibility. If you foster a positive experience through emotional connection, your audience will be more likely to share that with others, which can help expand your brand’s reach.
How to Connect Emotionally
There’s a common misconception that emotional marketing is only valuable for B2C marketing because you’re communicating with real people. On the contrary, many envision B2B marketing as the corporations themselves. However, be mindful that there are still humans with real emotions behind large corporations that play a role in their business decisions. Let’s look at a few ways to build an emotional connection with your audience that can ultimately drive brand engagement.
1. Be unique
There is so much competition in today’s online marketplace, and people get burnt out on seeing duplicate content repeatedly. Your product or service must be unique to form an emotional connection with your audience and stand out from competitors. Focus on breaking through the noise with something that will resonate with your audience at their desired touchpoint.
2. Remain honest and authentic
No one will support a brand that seems disingenuous or whose business actions don’t align with its core mission. When you back up your brand messaging with actions that support it, you prove to your customers that your brand is honest and authentic, ultimately forming a positive reputation.
3. Tell a story
Storytelling is single-handedly the foundation of content marketing. The purpose of this is so your audience can envision themselves as a character in your brand’s story. From there, you can build a deep connection where they’re not only investing in your brand but also you.
4. Listen to what your customers want
When connecting emotionally, you should always keep your customers’ needs, and pain points front of mind. Understanding what they’re looking for and how they respond will yield an emotional response. A brand that can relate to its customers’ emotions will build a strong bond, trust, and loyalty.
5. Speak to your target audience directly
We discussed in a previous blog that when you define your brand from scratch, you should establish a unique brand voice. This is how you communicate with your customers through your content and social media. You’re not trying to reach everyone, just your target audiences. Always speak to them directly and remain consistent in your approach.
Emotional marketing should drive your content strategy. The primary goal is to present your audience with valuable content that resonates with them in a meaningful way. When you understand how to connect emotionally, you can boost brand engagement and increase your chances of conversion. Additionally, you can build a positive reputation around your brand through memorable experiences that will help you gain and retain customers.