You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Does Your Marketing Have a High Emotional IQ?
Posted on March 4th 2014
Emotions have a powerful influence on decision-making and behavior. When you leverage the power emotion, you can create more engaging content and connect with your audience in a real way. Content marketing is becoming increasingly competitive, and brands are using everything in their arsenals to outdo their competitors. Although content must have a strong emotional impact in order to go viral, some types of emotions yield better results than others. However, both positive as well as negative emotions can amplify the reach of your content. If your branding and marketing are not emotionally savvy, it is high time that you raise their emotional IQs.
Use active storytelling to promote engagement, and do not be shy about your opinions. A strong viewpoint is far more interesting than an uncertain one, which fails to express your true thoughts out of a fear of offending those who may oppose your arguments. Tap into the emotions of your audience. Incite emotional responses of happiness, awe, anger or anxiety, which can all increase your the reach of your content across social media.
No matter what type of content you create, it needs to resonate and strike an emotional chord with your audience. Emotional resonance makes content more memorable, more remarkable and more likely to be shared on social media. According to research carried out by Kelsey Libert and Kristin Tynski of Frac.tl, the emotions most commonly found in a viral content outbreak include curiosity, amazement, interest, astonishment, uncertainty and admiration.
Leverage the Power of Emotions
The strongest or primary emotions are the ones most commonly used in marketing, including fear, guilt, pride, greed and love.
Fear is widely used in emotional marketing—often based on the stated consequences of not taking action. Fear can create a sense of urgency and prompt a buying decision.
While triggering feelings of guilt for inaction can be effective, another way is to provide a way of resolving guilt. Imagine that you work long hours and are unable to take enough long walks with your much-loved dog. An ad for a dog-walking service could offer a solution to resolve your guilt.
Marketing that leverages pride to prompt action aims to make the audience want to make a buying decision, because it will provide a measure of exclusivity or make the buyers feel special due to their purchase. Marketing for an exclusive country club could use pride as an catalyst for action.
Marketing that offers to save you money or improve your business is appealing to greed. Illustrate how you create value; prove your utility, which will help you leverage the power of greed.
Love may be the most potent primary emotion. HubSpot is a big proponent of creating marketing people love. Be a lovable brand. You know and understand your clients and prospects, so speak to their needs, offer solutions, and give them what they truly want.
The Emotions of Color
Color has a significant emotional impact, which can significantly influence your marketing. The infographic below, created by The Logo Company, illustrates the effects of color choices used by major brands. Consider whether you want to appear trustworthy, strong and dependable with blue or exciting, youthful and bold with red. Be cognizant of the impact of color, when you chose images for your content or create your own visual media, such as infographics or webinars. What emotions are you currently projecting with your website design? What emotions does your latest content trigger?