How To Use Emotional Marketing To Truly Connect With eLearning Buyers
Every picture tells a story, and exceptional stories are meant to be remembered. Marketers keep flooding consumers with advertisements all day long, but ambitious advertisers that know how to tell a story are the ones that stand out. The key is to be able to touch people’s emotions and create a stronger connection. Hence, storytelling is a fundamental ingredient of emotional marketing. Have you ever heard about it? Emotional marketing is a strategy that helps marketers connect and engage with potential buyers on an emotional level. And that’s the deepest connection. Winning their hearts is good business for us advertisers!
To cut the long story short, emotional marketing uses emotion to make audiences pay attention to a brand or message. For example, we can make people feel empathy, happiness, fear, or anger. By triggering their emotions, emotional marketing makes people remember your eLearning brand.
But it also does so much more than that…
Emotional marketing can actually help customers feel more loyal, share more, and buy more!
Let’s see how you can use emotional marketing to affect the decision-making process of your ideal buyers.
What Is Emotional Marketing And How To Use It
Emotional marketing is the perfect alternative to a pure advertising campaign. If you opt for this approach, your advertising efforts should focus on targeting customer sentiment. That way, you’ll manage to close the gap between your eLearning brand and the personal level of your customers.
Sure, you need to leverage pure advertising tactics, but from time to time, you can demonstrate eLearning product features and meet customer needs with an emotional approach. By doing so, the customer is more likely to remember your brand. All because you evoked their emotions.
So, every now and then, using emotional marketing can be awesome. Whether it’s making customers feel compassion or laugh, you can increase customer engagement with your eLearning brand. Consequently, you’ll also see customer loyalty increasing even after the purchase decision.
First off, there are some strategies to consider when designing your own emotional marketing campaign. For one, you need to know your audience. Hence, performing market research on what could elicit an emotional reaction from them is extremely important. Make sure to research your competitors to see what consumers connect to. Your material should aim to create a connection with potential consumers’ fears, desires, dreams, or memories.
Plus, make sure that your idea fosters inspiration and creates aspiration. Maybe you like to focus on an individual’s accomplishments or a commitment to a good cause. By fighting for an important cause, you’ll inspire eLearning buyers but also make them consider your brand and get involved themselves.
Why Evoking Emotions Via Marketing Works With eLearning Buyers
Nowadays, there’s a growing sense of increased corporate responsibility. That affects not only the area of moral leadership by CEOs but also how businesses are expected to step in and give back to the world. Consequently, brand purpose and emotional marketing go hand in hand.
You see, the price point is not the primary deciding factor in purchasing at the moment. The “brand experience” is what makes a person choose product A from product B. And to affect decisions in that way, you must use powerful stories infused with your brand voice and purpose. That’s how you achieve emotional engagement. Giving consumers a way to connect and engage with an aspirational idea is key because you give them a sense of belonging.
Can you see the imminent need to compete and be able to emotionally engage with people? Whether they are employees, customers, or consumers, communicating your brand’s purpose can become a driver of your company’s long-term growth and performance.
The power of purpose can greatly impact your business and its long-term growth strategy. Hence, the most successful companies out there know that harnessing the power of emotional insights is vital to bringing a brand’s purpose to life. In that case, you must try to successfully position your eLearning company and C-suite executives so that you can transform storytelling into a vital business competency.
Doing so will elicit authentic engagement with your eLearning brand and improve revenue growth sooner than you think.
For more on CSR marketing, read my latest article!
Emotional Marketing Examples eLearning Businesses Can Leverage
Are you looking for how to use emotion to attract, resonate with, and encourage your audience to act? Read on as I’m going to share several emotional marketing examples to help you get a better idea of how to do it for your eLearning brand.
Creating a narrative makes your marketing material more memorable than using a simple product description. So, make sure to tell a story to which your customers can relate. One inspirational article or eBook might encourage them to seek out your content in different places at another time. for instance, customers who engage in activities similar to what they might see in a video ad are more likely to research your social media accounts for similar content. Or they might consider getting your eLearning product or service advertised because they might share a similar story.
Here’s some content that focuses on emotions and storytelling:
Address The Fundamental Need For Belonging
Most humans have the need to belong to close groups. We love creating close bonds with not only with the community but with the people around us. It’s our human nature. As long as their needs are addressed, people will always love to form bonds because they experience comfort and trust. Your product users, for example, can form such a community. The same goes for your company blog or your social media presence. Make sure you create large communities that have similar values and needs. Don’t forget to keep them feeling supported and positive. Keep them motivated and ensure they feel acceptance and inclusiveness in your community.
Here’s some content that focuses on CSR and the sense of community:
Take Advantage Of Color Psychology
It might seem a simple strategy, but marketers shouldn’t underestimate the power of color. Why, might you ask? Color has the power to spark emotional responses, so it holds more influence than you think. Imagine entering a room. Doesn’t the color make you feel a certain vibe? That’s what we call color psychology. And color is key to getting emotional marketing right.
In fact, many therapists paint their offices in a specific color palette to calm their patients. Sports teams use it to choose jersey colors that will pump up the energy of their players and audiences. Movie posters and trailers that include certain colors seem to elicit feelings based on the scenario. The same goes for brands.
The colors you select either for your brand or your products and marketing materials are important. They can help create easy brand recognition, but they can also affect a person’s mood. The shades of colors you choose can influence how consumers perceive your brand and your products/services.
Repetition in marketing is key, and using a certain color palette adds consistency to your efforts.
Need a real-life example? Check out this:
People feel. And that’s why emotional marketing works. But it’s not just that. You can use it to make a great first impression of a product or brand. By doing so, it will stand out in your ideal customer’s mind. Also, let’s be real. People love the purchases they make when they decide with their hearts. Actually, based on a study, emotions influence purchases. That’s yet another reason for appealing to their hearts. Emotions are nudging customers toward the right direction.
Best of all, emotional marketing inspires people to act. For example, happiness makes us share. On the other hand, sadness makes us empathize and connect. Surprise and fear make us cling to more familiar and comfortable choices, while anger and passion make us stubborn. There are so many ways you can incorporate emotional marketing into your current eLearning marketing efforts.
For your strategy to be successful, you need to first know your audience. Lead with color, as it actually plays a major role in evoking emotion. To evoke feelings of camaraderie, acceptance, and excitement, or if your want to create a sense of loyalty to your brand, then creating a movement or community is vital. And if you want to create deep connections with your audience, then it’s time to craft inspiring and resonating stories for your eLearning products and services.
Do you want to learn how you can create content that helps you build authenticity for your eLearning brand? Get details about our 360 marketing campaigns.