We all hear similar descriptions of the small business owner – they wear multiple hats, have too much on their plate, they are hard to pin down. And this is completely true. For those of us that have been in the corporate world, it’s sometimes hard to understand the challenges of a person who is the equivalent of the CEO/CFO/VP Sales & Marketing/Chief Customer Officer and any other “C” label you’d like to give them. There is no shortage of articles that try to help these owners to be more organized, make better decisions, and take control of their day. In this post, I’m going to focus on one thing that you likely have not heard much of – be more data driven vs. emotion driven in your marketing decisions.
There’s rather a lot to suggest that social media isn’t very good for our general wellbeing. For instance, it’s widely believed that we aren’t especially honest when we share things on Facebook, and this curation leads us to portray ourselves in as good a light as possible. Now that’s great, except everyone else does too, and there glistening fakery thus makes us feel rather bad about ourselves.
Social media marketers want people to react to the content they develop, and we know that emotion is the secret sauce to making a connection. Here are 3 brands that use emotion to empower their audience while creating a bond to drive sales and brand loyalty.
Any marketer will tell you they are stretched, that they don’t have time to waste and want actionable answers. The same goes for most people, so when a recent study from Incite Collaborators found that marketers are focused on creating more, not better, content, I knew the market was ripe for a conversation about emotion.
We live in a time when emotions are high because they’re publicly shared, and displayed, in social media. In essence, we’ve opened up “Pandora’s Box” filled with emotions, both positive and negative, for all to see. Regardless of the sentiment of the emotion shared, sharing our feelings with each other builds connection, which equates to relationships.
The idea that people buy your products and/or services as an emotional reaction is not exactly true. To say that people will not buy anything from anyone if they are not touched in some way emotionally is true. When it comes to the decision to actually purchase, it is rarely a purely emotional decision.