The 5 Critical Steps in Emotional Marketing

Aim your customer marketing strategy toward consumer emotions that influence decisions.

Brands that understand what consumers want and connect with them on a personal and emotional level will be successful in this ever-changing world.

Creating a lasting bond with customers means finding ways to build relevancy. Connecting on an emotional level to make them feel important and special, and reinforcing their smart decision to do business with you.

How do companies do this? Here are five critical steps in the process.

1. Know your brand – Understand your brand vision and values. Your brand is critical to creating an authentic customer experience that can be infused in marketing, employees, and the brand ambassadors of your business.

2. Understand your audience – Determine who your target is and recognize that while certain products or services lend themselves to an emotional strategy, others may not.

3. Make your message emotionally relevant – Tapping into emotional drivers, will spur action. Truly connect with people in an authentic way by infusing emotion into your marketing messages.

4. Connect in many ways – Connecting with people where they are — online, in media, advertising, on the phone, and, of course, in person.

5. Infuse a strategy for emotion – This new filter can shape the overarching voice of the brand, primary messages, and specific tactics a brand leverages to activate. This strategy drives marketing decisions and plans.

   Being on emotion elicits stronger reaction than being on brand. While technology advances help improve, provide greater access, and increase the time to market, for business communication, building authentic relationships with customers, requires an investment in time, commitment to understanding, and emotional relevance.