Digital marketing using social media may seem easy. Certainly, enough social media ‘outlets’ exist to contact your audience. However, just reaching out to your audience may not be enough. Successful digital marketing is not just about your audience seeing your presence in the market. It’s about you reach out to your audience using the concept of emotional intelligence.
Emotional Intelligence: The ability to communicate emotion to other people, and recognize emotion in someone else.
First and most importantly you should start talking TO your clients, instead of talking AT them. Using both words and images, your messages might need a shift in tone and purpose. You may need to connect to the clients’ emotional intelligence, crafting your words to speak to their personal values and beliefs. Using marketing psychology, your messages will speak volumes, instead of being just a passing fancy.
The given emotion is empathy. You may be asking, “How am I supposed to recognize emotion in my audience if, as a digital marketer, there’s a great possibility I won’t ever meet or communicate with my audience personally?” You may deem the task almost impossible! However, according to USC Assistant Professor of Marketing, Dr. Lars Perner, it is important to understand how the targeted digital consumer makes decisions and understands information based on their family, culture, and emotional state (consumerpsychologist.com).
Are you talking TO your audience – or AT THEM?
As a digital marketer, no doubt you check your copy for signs of bias or potential pitfalls that might crash your campaign. But, are you also checking
– how you are personally reaching your target audience,
– whether you are using the word YOU appropriately and often,
– whether you are gauging what is personally important to each demographic,
– if you are using language allowing your reader to connect to your business, so they feel they are conversing with you, instead just reading words?
That’s the key! For example, say a guy on video is drinking milk, looking right into the camera, speaking directly to the viewer. “Hey! Do you know it’s important to get enough calcium for healthy bones? Well, it is! And I’m telling you (close up) that one of the best ways to get calcium is to drink milk. Look, I’m worried about you. Maybe you didn’t know that milk helps you to be healthy.”.
Yes! That’s the emotional intelligence kicking in! Our brain likes when someone cares about us, and it literally begins to focus on the message because of the emotion. You can accomplish the same reaction in digital media, as well as in print ads.
Well, we’ve already been doing this! We’ve had a conversation for the last few minutes, as you were reading. I made sure what I told you was relevant to you, personally, by “talking” to you in the first person. I imagined who you would be, what you would look like. I “talked” to you. I am purposefully acknowledging your humanity.
A study by IBM showed 63% of consumers felt that advertisers don’t understand their interests or needs. You and I both know that in the crowded world where we both live (see what I did there?J), it’s important for humans to feel that someone understands their needs, especially when it comes to buying goods and services.
And, yes! Using emojis have also been proven to help consumers connect with marketers. These icons represent emotions that so many digital marketers have been missing. In a June 2016 poll, eMarketers found that 52% of people felt that emojis were relatable and fun! Now, don’t pepper your messages with more emojis than words; but when trying to reach certain demographics, a little smile or a thumbs up goes a long way. Don’t YOU think so?