In reality, emotions matter a great deal. That’s why Emotional Marketing always wins. The average consumer is bombarded every day with countless messages trying to persuade them to make a purchase. These messages often appeal to logic, which operates under the assumption that choice results from rational thought.
With most of your opponents following the same strategy, how do you stand out? You may want to appeal to human emotion and use an emotional marketing strategy to connect with your audience honestly.
But before you do, you should know that not all emotional advertising campaigns are created equal. To make your emotional marketing strategy more effective, you need to understand human emotion from a consumer standpoint. That way, you can be sure that the tactics you are using resonate with customers.
So before we find out how to use emotions in marketing, let’s first dip into the human psyche and find out how emotions influence decision-making.
How Emotions Play a Role in Decision-Making
The human brain has two parts that impact everyday decisions: the rational brain and the emotional brain. Contrary to common belief, emotion drives reason more than reason drives emotion – especially when it comes to consumer choices.
On Psychology Today, Dr. Peter Murray gives a few studies that highlight emotions’ influence on consumer behavior. We summarized these studies as follows:
• Consumers judge brands through emotion instead of using just facts.
• Emotions in advertising have more power over buyer intent than emotional ads’ content.
• An ads’ likeability can predict whether emotional ads contribute to a brand’s sales.
• Positive emotions can foster loyalty better than judging a brand through facts or its attributes.
The human brain is hardwired to react to emotional cues. It’s a primal instinct that may have even played an important role in human survival. Today, marketers have harnessed this instinct by using emotions in advertising campaigns to make them more memorable, relatable, and compelling.
Today, we will see how to harness the power of emotional marketing and emotional advertising to affect your lead generation and conversion rate optimization strategies positively.
What Is Emotional Marketing?
So, what is emotional marketing anyway? An emotional marketing strategy applies tactics that elicit an emotional response from your target audience and connect with them. By utilizing emotions in marketing materials, like emotional ads, you can encourage consumers to make the desired action, such as:
- Buying a product
- Subscribing to a service
- Following your social media channel
- Signing up for a newsletter
- Making a donation
The key term to learn here is that emotional marketing appeal is “deliberate,” but it is by no means manipulative. Alternatively, it’s a means to connect with your target audience more profoundly, leaving a lasting impression.
We have answered the question What is emotional marketing? So let’s go forward and answer: What is emotional advertising, and are they identical? Fundamentally, they are both related because they apply the same strategy.
Why Emotional Marketing Works
Today, the average consumer has been exposed to 4,000 to 10,000 brand messages every day, thanks to the internet’s power and digital marketing. Yet, consumers can only recall less than 2 per cent of those ads – and even less recipients resonate with the advertising messages shown to them. So when an appeal to logic proves inefficient, an appeal to emotion could maybe get people to pay attention.
Certain emotions can drive us to perform specific actions. In a piece called The Science of Emotion in Marketing: How Our Brain Picks What to Share and Whom To Trust, Buffer explores how the four primary human emotions make us respond in various ways:
- Happiness makes us want to share. When we feel joyous, joy multiplies when it is shared, which is why social sharing is the main driver.
- Sadness makes people more generous. The brain releases a hormone named oxytocin, which increases connection and empathy. Research shows that those under the impact of the hormone gave more to charity than those who weren’t.
- Fear makes us feel more attached. People who feel fear want to share the experience with others or will need to cling to something. That’s why fear can make people feel more related to a brand.
- Anger makes us more stubborn. Online, anger can make people want to hold to their convictions, demonstrating how anger can increase social sharing, which helps some content quickly go viral.
Successfully harnessing the strength of these emotions and how they can elicit specific responses from customers is key to a strong emotion marketing strategy. In the next part, we’ll teach you how to leverage the powers of emotion in marketing for your CRO and lead generation strategy.
Harnessing the Emotions Used in Advertising for Lead Generation and Conversion Rate Optimization
1. Begin by understanding your audience
Using emotion in marketing is very effective in lead generation and conversion rate optimization. But to grow your likelihood of success, you must first know your target audience. Knowing your audience and what makes them tick is crucial in deciding how best to elicit an answer that works for both you and them.
Perform a deep study of your target audience. If you’re uncertain how to do it, employ an experienced digital marketing company or seek the help of digital marketing experts who can do it for you. What’s important here is that you can identify their pain points or choices, which you can use later in learning the best emotions used in advertising that resonate with them.
2. Find the right angle by learning from these emotional marketing examples
The next step is finding how to reach and elicit an answer from your target audience. Generally speaking, there are five primary psychological triggers you can use. Here they are with few real-world emotional advertising cases that succeeded in the emotional marketing’s attraction:
- Sense of Belongingness: Everyone has a need to be part of a group. Campaigns run by sports and fitness brands are some of the best emotional advertising examples by using ads that satisfy this basic psychological need. But in particular, Apple’s Get a Mac campaign was masterful in making consumers want to be in the Mac group.
- Fear: Emotional appeal within fear can lead to excellent results but can quickly turn disastrous if not done correctly. But the World Wildlife Fund’s Stop Climate Change Before It Changes You campaign is an emotional marketing example that successfully leverages fear by showing the devastating effects of climate change.
- Guilt: An emotional appeal that excites feelings of guilt could be one of the most powerful ways to get leads and increase your CRO efforts, as people are more quickly influenced by things that make them believe guilty. Some exceptional advertising examples of guilt involve the Juicy Juice campaign about Edeka and child nutrition, a supermarket brand in Germany that wants you to go home to your family.
- Trust: arguably the most potent trigger among all emotions used in marketing and advertising, especially for online transactions. That’s why brands employ emotional advertising techniques. These include using customer testimonials, customer reviews and sharing personal testimonials to their ads for CRO. Some excellent emotional advertising examples include Fitbit and Nature Made.
- Sadness: Negative emotions similar to sadness can evoke a sense of empathy and compassion, as mentioned above. They help drive awareness for different social issues like hunger, poverty and violence, among others. But when utilising sadness as a trigger, it’s essential to strike a balance. Making it too light won’t make an impression, and making it too dark might upset your audience. Here’s a perfect example from Jollibee, a restaurant chain in the Philippines.
3. Use emotional marketing examples to create campaigns that resonate with your audience
When you understand your audience and know what emotions to use, you should apply that knowledge to start generating some leads. Using the emotional appeal in advertising examples shown above, you can start creating your campaigns through the following techniques:
- Brand Storytelling: Storytelling is essential in emotional advertising. One of the most beneficial ways to appeal to your audience’s emotions is involving them through storytelling. People love hearing stories that hold them engaged with lovable characters, relatable themes or exciting plotlines. Whether you’re creating videos or writing blogs, telling a story that gets them riled up or makes them sympathise with the story can bring your brand to life and motivate your audience to engage with it.
- Creative Design For Sensory Marketing: Sensory marketing and emotional marketing go hand in hand in exciting emotions from your audience. Visually, the use of colour psychology can improve the emotional appeal of your marketing tactics through the creative practice of different colours. For instance, blue can induce a calming impact while red causes stimulation. Sound also plays a vital role in sensory marketing. Complementing your visuals with the appropriate music creates the right mood and enhances its emotional appeal more.
4. Authenticity is key
Emotional advertising and marketing appeal straight to your audience’s human emotions. When looking at our emotional marketing cases earlier, you’ll see they all have one element in common: authenticity, which is a solution to a successful emotional marketing campaign. You can’t appeal to your audience’s emotions while pretending it because they’ll see right through that.
Emotional marketing is a tricky yet powerful strategy to apply to attract more leads to your business. Emotions are potent triggers that can inspire action from your target audience. Understand them and tell an engaging story and be authentic in your appeal to bring them in and turn them into paying consumers.
If you’re unsure about applying the principles behind the emotional appeal in advertising examples shown in this guide, talk with digital marketing experts or a trusted digital marketing company like Edgy Brain that offers digital marketing services. Our experts can help you create emotions into your marketing strategy and successfully attract and increase your CRO efforts.
Edgy Brain can help you benefit from the power of emotion marketing to increase your lead generation efforts. Our digital marketing experts take the time to learn about your target audience to successfully integrate emotions in advertising so you can make results that matter through our digital marketing services. Give our digital marketing agency a call at (+212) 0530-000-033, or contact us here to learn how our digital marketing services can help you.