Despite the misconception that frequently posting on social media or focusing on the right target audience will be an immediate success for your business, there are other tricks one should know regarding online marketing. So, if you feel you’re in a marketing rut, there are a few things you should do to get your customers’ attention:
Know your target audience
It’s not enough to just have a target audience all laid out. When we say know your target audience, we mean know. It extends past age range, gender, income, and other aspects of your audience.
Consider these questions when getting to truly know your target audience:
- What do they like? Hate?
- What do they want and need?
- How do they respond?
- What engages them?
- What limitations do they have (e.g., lower income)?
- To them, what makes a good company? What makes a good product?
Placing yourself in your potential customers’ shoes is one way to start. Conducting a survey is another way to get to know who your target audience is and how you can make them tick.
Personalize the interaction
Regardless of age, everyone wants to feel special. How does a company make someone feel special? They interact with customers by listening, considering their customers’ concerns, and knowing what their customers want and don’t want to hear.
As a bottom line, make each interaction personal. Robotic responses just don’t cut it; customers can see right through that.
No, this doesn’t necessarily mean you have to respond one-by-one to each customer online with a freshly-generated message. But with KickFactory, you can get really close. Custom messages can do the trick – as long as they’re relevant and have humanistic qualities to them. By having relevant interactions with customers, you’re digging into their immediate needs. Hear consumers out.
Do you ever see one of those perfume commercials where a woman sprays perfume then suddenly every man is attracted to her? That’s an example of emotional appeal that businesses use as a marketing tactic.
The implication is, if you buy this perfume, you will find true love. Everyone wants love, right? Knowing that a bottle of fragrance can “bring love” makes people all happy inside. That emotion they feel draws people towards the potential outcome by purchasing the perfume.
Then, sometimes there are ads that appeal to negative emotions. (e.g., “Make a donation today to help save the lives of children with cancer. They’re counting on you.”) In this case, there’s guilt involved if you don’t donate.
But Does it Really Work?
The problem with the latter types of emotional appeal is that we already know the tricks. While they still often work, is it enough? Consider using emotion more strategically.
Check out these scientifically-proven ways you can use emotion in marketing:
- Tell a story. Tell the story of what inspired your team to create a product or your background prior to starting the company. This is incredibly appealing on an emotional level to your customers. In fact, 92% of consumers want an ad, post, or company that tells a story. Making an advertisement or post doesn’t automatically get customers engaged. Letting customers see the human vulnerabilities, challenges, and purposes of a business make it that much more relatable, and thus, worthy of a customer’s attention.
- Know how to evoke emotions. Different audiences have different ways of expressing and feeling emotion when it comes to marketing. Certain audiences may be more or less naïve when it comes to emotional appeal. Others are harder to reel in. Generally, a female is more likely to be attracted to bright colors (“color me conversions”) and to emotions pertaining to love, care, and beauty. However, when it comes to the latter, men may snicker. Using color based on how all customers psychologically react is more potent if you have a large target audience (blue = relaxation, yellow/red = hunger, black/purple = power, etc.).
- Use emotional branding. Having a good ad or a good post means nothing if your company isn’t perceived in the same emotional light. This is why companies such as Apple use emotional branding not just for ads but for their business. For instance, an energy drink company may gear their emotional branding towards energy while an animal shelter would likely use compassion for their own branding. Branding not only tells customers what the intent of a business is but also creates connections with customers. Base your business, your products, and your interactions off your branding. Show you understand.
Make it happen
If you’re a little overwhelmed at this rate, take a deep breath. Ways to actually make these strategies actually work isn’t as hard as you’d think.
KickFactory is a marketing platform that emphasizes your online marketing needs based on what consumers are already talking about. Using human-assisted AI, our team can weed through millions to get the attention of the right customers to help drive sales.
With our help, it takes the unnecessary stress of understanding your target audience, personalizing your interactions with consumers, and knowing how to use emotion off of you.
Think you’re ready to get started? Contact KickFactory today for more information.customer attention, entertainment, online marketing, social media