Emotion Marketing: Valence, Excitement and SEO

Good emotional marketing does much more than sell – it inspires, it inspires action, and puts you at the center of conversations that aren’t just about your product or core business…

Eli Decker defines emotional marketing as “marketing and advertising efforts that primarily use emotion to get your audience noticed, remembered, shared, and bought.”

But why does it work so well and why is it important to your brand?

Emotions constantly color and shape the way we see what is happening in the world around us.

Of course, being perceived and remembered in a certain way are fundamentals of any marketing campaign, and emotional marketing is certainly one of the best ways to achieve these connected goals.

There are many different words in each language and culture for the emotion: happy, sad, excited, disgusted, excited, sad, ecstatic, sad.

In reality, however, they all exist on the spectrum defined by the label. Two basic categories: coordinator and enthusiasm.

Validity is whether something is perceived as positive or negative. Arousal is closely related but different: it describes whether something is agitating or calming. Importantly, any combination of the extremes of these scales can lead to a “strong” emotion, and emotion can be understood to have some level of both aspects.

On the measurement of emotions, Dr. James A. Russell’s chapter breaks it up with a simpler view (treating valence as pleasant versus unpleasant and excitement as versus off).

For emotional marketing, the top half of this graph consists of the action: People in the active state are more likely to engage and remember something.

While it may be common to think that an emotional marketing campaign should favor high activism and great character, this is not always the case.

The key to remember for emotional marketing is that, positive or negative, The feelings you are targeting must be strong, and they must be intentionally provoked.,

Brands rarely go for negative emotions, although sometimes anger or sadness can be productive when trying to motivate people to take action.

You start by doing extensive emotional marketing research on your target audience. You need to know who they are and what tickles them.

One of the biggest mistakes marketers make when trying to create emotional content is to assume that emotional responses are universally the same and that the messy, hard-to-predict spectrum of responses isn’t what we actually see in the marketplace. the real world.

A campaign that inspires one target audience can make another audience feel targeted and judged; An ad intended to be humorous can make one target audience laugh while eliciting a quick negative response from another.

Ultimately, in order to make the best decisions for your brand, emotional marketing research depends on Understanding the issues, issues, concerns and sources of pride in your audience.

keyword research

One of the best ways to understand an audience is to research keywords: in short, knowing what your audience is looking for online. They give you enough information about who they are and what they are looking for on the web.

Tools like BuzzSumo, SEMrush, and Answer the Public provide comprehensive resources for conducting basic and advanced keyword research, providing in-depth results on the most relevant searches, related terms, news articles, influencers, and more. Sharing metrics that can give you a better idea of ​​where a product or brand fits into today’s culture.

ideas for emotional marketing

Once Your Emotional Marketing Research Phase Is Over, It’s Time Determine how you can add value in new ways to the most important hot areas you’ve discovered.

There are two basic ways to do this in content marketing:

  • Creation of on-site content optimized for conversion;
  • Creating offsite link building content.

The content of on-site resources creates an emotional identity

Informative content on your website is the backbone of any SEO strategy and gives your brand plenty of opportunities to resonate emotionally with consumers while providing high conversion opportunities.

By presenting the social impact that is closely tied to a purchase, the brand creates a desire for its consumers to make a socially and environmentally responsible purchase while creating a higher chance of conversion.

what you need to do is Be sure of your brand story , What is your brand trying to solve and/or achieve through its product or service offering?

Then talk about your target audience’s feelings associated with those goals.

Emotional Marketing and Genuine Relationships

Emotional marketing attracts audiences, promotes your brand and makes you memorable. By creating content that targets not only the mind but also the heart, you will surely delight existing customers and attract many new ones. the hearing want to move and they want to Engage with more than just the value proposition of your product.

To successfully practice emotional marketing, you need to know who your audience is and how you are most likely to reach them. With this knowledge in hand, you can align your emotional marketing campaigns with your overall marketing goals and strategies, creating a comprehensive marketing vision for your brand that engages a large audience with engaging and effective content. does.

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