As humans, we experience different types of emotions every day. We can feel anger, fear, happiness, sadness and surprise. Most of the time, it depends on the emotions we have, in order to make buying decisions. In other words, people tend to buy products from companies they feel a connection with.
The Power of Emotions in Marketing
When marketing your business, it’s essential to demonstrate what the brand represents. Some companies may demonstrate happiness or belonging, while others may represent trust. Subconsciously we are looking to improve our lives through products or services.
People aren’t buying a product, they are buying the way they will feel with the product. When we see people smiling and having a good time, in an alcoholic beverage ad, the company is trying to represent happiness within the product, and the customers aren’t buying the product, they are buying the experience the product promises. While, many cosmetic companies try to appeal to diverse types of skin colors and age groups, they’re demonstrating belonging to all customers. Also, many family-oriented businesses will try to reflect trust.
The Science Behind It
Scientists have discovered that humans feel first and think second. This explains why customers of a brand will likely purchase the product based off their emotions towards the company. In a 2016 study, they found that when individuals have a positive emotional association with a specific brand, they are 7.1 times more likely to purchase more from the company. Moreover, according to a Harvard Business Review, the most effective way to maximize customer value is to connect with customers at an emotional level.
Improve your Business’ Emotional Impact
In order to have a better connection with your customers, its essential to ask your self the following questions: What particular emotions best suits your company or product? What makes your customers happy? Will that emotional quality keep customers coming back? By categorizing your customers and their demographics, you can plan out the right posts you choose to publish on social media and the right content for your business’ website. Applying emotion to your marketing plan, can drive your business to success.
Need help with building your social media and online presence? At Psdigital, we have specialized individuals who are happy to help and watch your business succeed in the online world. Please contacts us for more information.