Content Marketing
5 Ways to Connect with Your Audience on an Emotional Level

5 Ways to Connect with Your Audience on an Emotional Level

April 11, 2019
3 min read

The level of competition in B2B marketing is high. It is essential for marketers to develop strategies that make their products and services stand out, and in turn generate quality business leads.

For many B2C firms, one of the most effective ways to capture prospects’ attention is through emotional or mood marketing. This refers to campaigns that appeal to the feelings or emotions of their audience. This marketing strategy is known for improving the chances of conversion.

One of the latest examples is the Gillette “We Believe: The Best Men Can Be” short film. The short film evoked emotion in target audiences and catapulted the brand into the forefront of everyone’s mind.

Many believe emotional marketing is useful primarily for B2C marketers and not B2B. This may be due to the fact that many B2B marketers envision their audience as the corporations itself. It is important to keep in mind; there are still humans working behind the curtain making the decisions on behalf of the corporation.

According to recent research, B2B clients and prospects respond better to positive emotions than those targeted by B2C businesses. This is perhaps because B2B marketing is more personal compared to communicating with a broad B2C audience. For example in B2B marketing, account managers work with their client counterparts and not a mass consumer base, requiring personalization.

B2B marketers can use personal motivators allowing their customers to feel personally invested in their product or service. The following benefits can be presented on both sides–

  • Professional growth: Products and services can help people advance their careers.
  • Time saving: Your clients can cut working time and have time to pursue other activities.
  • Cost-efficiency: Corporations and people both desire a higher ROI

Emotional marketing strategies require your consideration into a few key approaches.

1. Aim for Honesty and Authenticity

Authenticity and being true to brand can create a powerful bond. No one wants to support a brand with a message that is counter to businesses actions.

It is important for marketers to back up their brand messaging with action to prove to their audience they are authentic.

2. Be Empathetic

Understanding your customers’ needs and what they take action to, results in an emotional response. Being aware of your customers motivations allows businesses to craft a marketing strategy that provides solutions to the customers wants and needs.

A brand that can relate to its prospects’ feelings and emotions has a better chance of being noticed and meeting its revenue goals. Being empathetic to people’s happiness, sadness, and anger, helps to develop strong customer loyalty.

3. Tell a Story

Storytelling is a great strategy to engage your audience and develop an emotional connection. Stories are a visual approach to your messaging making your brand more exciting and memorable. It should spell out your company’s mission and what differentiates you from the competition.

To effectively tell a story, you begin by understanding your audiences pain points, making the narrative relevant. You can develop the story to present your products and services as a solution to their challenges. Testimonials from existing customers are an excellent example of a story that can help you effectively convey your brand message.

4. Create Positive Emotions

Positive emotions that you should focus on, include providing a sense of safety, trust, being cared for, and a legitimate interest in your customer’s needs. Such sentiments are more effective in generating leads and brand awareness. A great way to connect with your audience is through social media. Customers are eager to share content they have a positive experience with.

Neutralizing with your customers feelings is important whether they be negative or positive. It is essential to show your audience they can avoid risk or threat with the help of your businesses products or solutions.

5. Earn Their Emotions

B2B prospects can be easily influenced by skepticism. They have their careers and their companies bottom line to consider. If they make poor purchasing decisions, that could end up being highly detrimental to them in the long run.

Earning emotion means building trust with your prospects through an honest approach in your B2B marketing strategy. Something as simple as making tangible commitments with them will accomplish that.

It helps to be transparent and open to questions and comments. Make sure to respond to criticisms positively and provide solutions to earn trust and build a conclusive experience.

Let the Emotion Take Over

Despite the resistance some B2B marketers may have using an emotional marketing strategy, evidence has suggested B2B business will benefit immensely from a humanized approach to branding. Developing a strategy to allow your audience to feel safe and confident will drive engagement to your brand. An emotional marketing strategy can provide opportunity to B2B marketers – opening doors to gaining leads, new customers, and increasing bottom line.

2 thoughts on “5 Ways to Connect with Your Audience on an Emotional Level

  1. Johnathan Weberg

    Now THIS is some content that is actually valuable! Instead of the generic bull that’s posted, I LIKE this!

    So many “guru’s”, “thought leaders”, and “influencers” never post articles or content ever teaching anything remotely as valuable as this!
    Getting a reaction, and emotional reaction, from your audience, is one of the highest converting tactics to ever be used. That anti-gillete ad, is also one of the finest examples of marketing done right.

    You have to show your audience who you are, you have to be authentic, and you have to build like, know, and trust.

    It’s the BASICS, yet so many companies and businesses I work with, completely fail to fulfill these basics!

    Thank you for a well written, and intelligent article that’s of true value!

  2. Alison

    Thanks for the great tips! I couldn’t agree more that, without emotion, you can’t convert your audience into customers, so these tips are vital.

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Michael Brenner is an international keynote speaker, author of "Mean People Suck" and "The Content Formula", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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