Viewing posts from: June 2011
You might read that title and wonder what in the world emotional connections have to do with online marketing or any marketing for that matter. Isn’t marketing simply about telling people what you have to offer and letting them know how to buy or work with you? Certainly it’s that, but much more. Whether you realize it or not, most decisions in life are fueled at least in part by emotion, and that goes for buying decisions large and small. Our brains are equipped with both reasoning and emotional centers, and both factor into decision making. More often than not, people buy from emotion and justify with reason, so it’s important to know how to emotionally connect with them. In online marketing, making emotional connections is especially important because the digital world can be fast, furious, and impersonal. There is a built-in immediacy in digital communication channels that often undermines or bypasses the opportunity to slow down the sale and deepen the consideration process that older, offline channels delivered. Plus, there’s a huge lack of trust (and fraud) in the digital world so allowing people to get to know you online goes a long way toward creating the confidence consumers and business people alike need before they're willing to buy. So, is it easy to create emotional connections online? The good news is “YES!” thanks largely to social media and content publishing platforms that are faster, simpler and more accessible than ever before. So, how do you do it?