Using the Power of Emotion in your Online Marketing

Drawing on the power of emotion as you create marketing strategies and brand your business online can be a very powerful approach. Emotion is something that can inspire people to take action and do anything from buying your product to attending an event or even supporting your cause and becoming a brand ambassador.

In fact, KISSmetrics reports that “75 percent of buying experiences are based on emotion.” Adding elements of emotion to your marketing will help you boost sales, but that’s not all. This approach can help you form your brand and make it more personable, approachable, trustworthy and well know.

Tapping into this power is easier than you might think. Here are a few tips to help you get started.

Choose the Right Emotion for the Situation

First and foremost, it’s important that you choose the right emotion to use for your campaign and various tactics and pieces of content. Think about your brand, audience and goals as you decide if you should create content that is entertaining, touching, inspiring or informative.

Some emotions are just more appropriate for certain situations and sometimes the emotion you use will come naturally depending on the type of marketing you are doing. But, also keep in mind that different emotions can spur different actions.

Understand what Moves your Market

When you understand what is important to your target market, what drives the people you are trying to reach, and what things people hold closely, you can use emotion more effectively. We all have different things that influence us and different wants, needs and goals. Do market research to understand these and find ways you can leverage them to add emotion to your marketing materials.

Stay in Alignment with your Brand

While you can use various emotions in your marketing, you should always stay in alignment with your brand. This means that you should stick with your brand’s visual design, style and tone no matter what kind of emotion you are using.

You can do this by choosing emotions that work well with your brand. For example, if your brand is about serving your customers and community, content that is inspiring and touching might be a good fit. If your brand is more casual, fun and hip, entertaining and funny content might be more effective.

Another way to stay in alignment with your brand as you use different emotions is to rely on visual design, logos, voice and tone to make sure people associate your content with your business.

Don’t Distract from your Call to Action

The emotion you use should support your calls to action, not distract from them. If used the right way, emotion can make your calls to action even more powerful and make people want to buy your products, visit your locations, follow you on social media or otherwise interact with your business.

You can use emotion to support your desired actions by choosing emotions that are more likely to encourage people to act in the way you want them to. For example, depending on who your market is, some emotions will be more likely than others to lead to a purchase.

Using the power of emotion throughout your online marketing and branding efforts will take your strategy to the next level. It will allow you to reach your market in a new way and inspire people to take action.