How To Use Emotional Targeting To Drive More Conversions In 2021?
Oct 21, 2021
10 min read
Emotions Influence Customer Value
If your direct-to-consumer business can develop an emotional connection with its audience, then your returns can be huge! Nowadays, even consumer banks are putting efforts into developing personalized, humane offerings into their digital interactions. It is helping them to foster client connection and growth. Today, almost 50% of consumers interact with their bank through their mobile app at least once a week. Two years ago, the percentage was somewhere around 32%. Hence, we can see a massive rise in mobile interaction.
Source: Unsplash
Similarly, all types of businesses are now focussing on delivering experiences that help them build a close relationship with customers. Today, Millennials want offerings that inspire an emotional connection with the brand. Therefore, one of the best ways to align your strategies with the customer's intent is by maximizing emotional connection via brand messaging. As a DTC business owner, if you want to achieve accelerated growth, you need to reorient your merchandising with emotionally connected customer segments. There are numerous opportunities for your business to create value in your customer's life.
However, you need to build these connections without guesswork. To produce your desired results, you need to utilize strategic tactics that can target the feelings of your customers that influence purchase behavior. Once you accomplish that, you will be able to boost brand awareness and customer satisfaction like never before. It'll become your source of growth and profitability.
How Should DTC Marketers React To An Uber-Competitive Environment?
Yes, it is pretty challenging for a marketing professional to drive maximum conversions when they know they have competitors all over the internet. However, if they can provide the value the customers are looking for or capture their attention, the table can turn in their favor! Today, almost every B2C and B2B business is focused on building a community; they are trying to achieve that via social media marketing and content.
Source: Unsplash
However, that can be difficult if they do not nurture the existing relationships with their clients or listen to their feedback. Great marketers often focus on building awareness, igniting conversations, and helping their customers get the best experience. After that, everything eventually follows on.
Therefore, if you can master the art of emotional targeting, you can influence their on- and offline purchase actions. If you want to generate a more positive engagement and target customers more effectively, you need to offer valuable content that moves them emotionally. Here are the essential tips that can help you achieve that.
1. Talk To Your Target Audience Directly
As a marketer, you must have implemented some tactics that enabled your brand to develop its unique voice. It's time for you to amplify that across different channels. You must implement the same approach to multiple touch points; it'll help you maintain a consistent brand image. Use the same voice across your website's content and social media accounts.
You might have a comparatively smaller audience base, but you must interact with them! If you can fetch feedback about your brand, you can implement those things in your next blog. The intent is to build a two-way conversation where they feel they're being heard. When you talk directly to your target audience, you increase customer satisfaction. Therefore, you boost the chances of conversion.
Source: Unsplash
2. Get Unique And Valuable Insights From Your Business
More than expensive things, people prefer exclusiveness! You have to deliver services or consumer offerings that your potential customers don't find in your competitors or anywhere else. Once you start offering those exclusive services or value-adding content, they will gravitate towards your brand. They'll be the ones to endorse your brand organically through word-of-mouth marketing.
This phenomenon is quite effective for brands that offer information, content, or service for free. Instead of implementing the same content tactics as your competitors, you can repurpose or curate your topics that provide your unique opinion on a situation. All in all, appear more valuable to your consumers; offer them something that encourages them to revisit your brand. It’ll help your brand to drive more business from returning customers, hence, more revenues!
Source: Unsplash
3. Add Humor, Showcase Passion, And Empathy.
If your brand can deliver emotions that motivate, inspire, or touch people, it can build a solid emotional bond with its customers. When you tap into these emotions, your audiences relate to them and feel connected. Therefore, the next time you curate an article or a blog, make sure to use that opportunity to deliver happiness or excitement to your readers. If your brand has achieved a new milestone or has experienced some challenges, share with your customers.
You can explain how you overcome those obstacles. For instance, during the pandemic, several DTC brands expressed how challenging it was for them to keep their business alive. However, some didn't cut down on their workforce to ensure that everyone was paid during difficult times. Actions like these make your brand appear more humane, generous, and caring.
Many businesses were also seen to volunteer for non-profit community work. Customers love to see companies making such efforts. They think you are dedicated to the betterment of your people. Hence, never shy away from establishing a business personality that is empathetic and passionate. It helps you build trust and authority, which keeps them engaged. More engagement means better chances of conversion!
4. Choose A Side And Present Your Case!
You must never forget that your audience expects you to look like an industry expert. They want to read content that ignites a new spark of knowledge in them. To establish your brand as an industry expert, you need to offer your valuable insights along with your take. You need to deliver your firm stance, your opinions on those insights. To maintain your credibility, you must back your arguments with solid evidence! Cite your sources and imagery. You need to look professional and portray an objective image of your brand. Once you appear decisive, strong, and trustworthy, there are more chances of getting traction from relevant audiences.
5. Make Your Audience Think!
The best way to connect with your audiences emotionally and drive engagement is by making your audience think. Top brands always ask their audiences about their buying experiences, what they feel about the products or the company. Another way to engage them is by asking them about the hot topics that they want you to deliver. Once you know what they need, you get an excellent opportunity to establish your stance.
You can encourage your audiences to start a healthy debate! When you let them join the discussion, you learn about new topics that can appeal to them. When you do that, you'll notice that many of your readers find it relatable. They may see your topics as value-adding content and may ask you to focus on those areas more. Such a dialogue between a brand and customers shall help the brand build a bank of fresh content that keeps them engaged.
Source: Unsplash
Conclusion
As discussed in the first section, if you can master the art of emotional targeting, your brand can control its audience’s online and offline purchase behavior. Once you can generate a positive engagement, you will be able to target them effectively. You can do that by offering valuable content that makes them invested in your business emotionally. We have helped several brands to achieve digital growth with our targeting tactics. Many of our clients have been able to reap double-digit growth! If you are looking for an effective Conversion rate optimization agency, contact our experts today and know more.
How Can SEO Help DTC Businesses Reduce Their Cost of Customer Acquisition?
Selling D2C or DTC products or services on the foundation of SEO is far better than spending a fortune on ad campaigns. According to Statista, the average monthly spending of 46% of most visited eCommerce companies on advertisements is up to 1,000 U.S. dollars. The other 16% of companies spent between 20 and 150 thousand U.S. dollars per month from January 2019 to April 2020. That shows businesses are spending huge bucks on gunshot ads for customer acquisition for a short period. Spending this much is not in the hands of small businesses, especially start-ups. So, why not tweak your SEO strategies to translate visitors into loyal customers. SEO is the hero of digital marketing! If you get the hands-on search engine optimization, you'll better engage new customers and dominate over the SERPs (search engine result pages). If you're a newbie into this digital marketing ecosystem, you should learn the below SEO hacks to dig the gold mine while saving a lot of bucks that you might spend on ads. But before that, let's take a look at SEO to curate better device strategies to turn your website into a magnet. What really is SEO? SEO plays a significant role in the digital space, where you 24/7/365 compete to get that #1 ranking on SERPs. It's the hero that will help you dethrone your competitors and taste the gem of eCommerce supremacy. As per Zerolimit, around 67.60% of clicks come from the first five organic results. That shows that having an online presence is not enough; you need to gamble with the marketing strategies to optimize your digital space. In other words, you need to understand the customer's query and showcase yourself as the best solution to their problem to get the king's throne on SERPs. You can think of SEO as an acquisition channel to organically drive massive traffic that converts into your customers. SEO is not about wildly stuffing keywords and creating lots of backlinks, but most of the so-called "Digital Marketing Agencies" think so. Instead, SEO is a ladder that will help you climb on SERPs only if you provide legit content to your customers. But playing with SEO is not a game for everyone. Only experts can amplify your content and website to reach out to the big audience of Google without wasting too much money on ads. However, professionals always recommend understanding the working of SEO to kickstart your digital space or DTC SEO journey. How do Google crawlers and algorithms work? As per a study, about 90.33% of online content gets no Google traffic. Many factors play behind Google's algorithms to rank a website on SERPs. A website or blog with low-quality content or poor search engine optimization often fails to get placed on Google's website directory. Some websites say that Google has more than 200 secret ranking factors that decide the ranking of websites. Falling to optimize your content and website according to the set criteria of Google's algorithm will not help you cater your services to a more significant business. So, how to do SEO for your DTC business to reduce the customer acquisition cost (CACs)? This question often arises in our mind; here is a complete guide to activating SEO strategy to get the eCommerce boom. Become a legit source A study reveals that 39% of visitors stop engaging with the websites if the content/layout is unattractive. That shows people like to spend more time on legit websites instead of random websites. Serving your customers with the best and proven solutions to their queries will help help you become an authority that will convert your prospect's customers into regular ones. As you become a legit source, the new bloggers will take you as a source for their content, which means free and authority backlinks that will automatically improve your website image on Google's lens. Care about your customers Catering your services in the way you want will not help you. It would be best to think about what your customers want for massive customer acquisition. The more you care about your target audience, the more quickly you get closer to customer loyalty and top ranking on SERPs organically. As we say, "customer is the king," so if you provide them with the best service, they will love to come back to you and also work as a free promotor for your DTC business. What can be better than this? You can color the keywords often searched by users to showcase yourself as the "best solutions" for their frustrations. Use keyword research tools to know what's on your targeted customer's mind and fit those rich keywords in your content to keep yourself in the "good books of Google." Conduct a competitive analysis Google search console is not enough to get data insights other than your website's search data. For this, there are various tools available online. Once you get ideas of organic searches, you should check out what your competitor's searches look like. Now, mold your website's content and product line-up to fit into the search engine optimization criteria. And get the advantage of ranking on the number one position organically. Takeaway SEO is the ultimate foundation of websites. If your foundation is correct, you can roll up massive revenue. But you can't do this job on your own. You need to join hands with the SEO experts to play with the search engines algorithms and rank in the #1 position. These professionals will butter up your website and make it ready to cater to your customers. If you are also looking for a digital marketing agency for your DTC business, Saffron Edge is an ideal choice. We have a team of digital marketing experts who know the SEO hacks that will help you acquire a massive share of the eCommerce market without breaking your bank. ...
read more
5 Effective Strategies for X and Examples for X Marketing
Many businesses miss tremendous opportunities due to an insufficient social media presence. This is where X marketing can provide significant value. Leveraging social media helps startups and established brands reach a broader audience. However, not all social media platforms are suitable for every business. Position your brand in the spaces where your audience already engages. Here, we’ll share the most effective X marketing strategies to drive revenue and illustrate them with real-world examples. Let’s understand the “why” before getting into the “how.” The Benefits of Using Twitter for Marketing When utilized effectively, x can be a powerful addition to your business marketing strategy. As of late 2022, this platform boasted over 368 million monthly active users worldwide. With such a vast and engaged audience, X offers numerous marketing opportunities for businesses of all sizes. However, a 2022 global survey revealed that only about 4% of marketers use it for business purposes. Understanding X's potential for your brand is an excellent starting point if you're unsure about incorporating it into your social media marketing strategy. Here are some key advantages of using X for marketing: You can drive traffic to your company's website. It provides valuable insights into industry trends. It’s an inexpensive way to reach prospects and customers globally. Prospects and customers can easily reach out to your business directly. You can improve customer service by staying in constant contact with followers. It helps establish an authentic brand personality by showcasing your business's human side. Want to reduce your CAC to half? get in touch 5 Twitter Marketing Strategies to Drive Sales Unlike other social media platforms, x doesn’t require detailed captions or an aesthetic feed. You can tweet whenever inspiration strikes. However, using X for marketing requires a more intentional approach. Here’s how we differentiate my business and keep my audience engaged. 1. Create a Professional X Account A professional X account allows businesses to market their products and services effectively. You need an original account name, profile picture, bio, and a clean history without repeated guideline violations to qualify. A professional profile adds credibility to your brand. Customers are more likely to trust and purchase from brands they perceive as legitimate businesses. With a professional X profile, you can display specific business details using dedicated fields and access various marketing tools and features unavailable to standard accounts. 2. Establish a Social Media Style Guide A comprehensive social media style guide is crucial for maintaining a cohesive and consistent brand identity on X. A unified brand voice, personality, and visual aesthetic build recognition, familiarity, and trust, ultimately driving higher sales. Your style guide should cover everything from design elements and brand voice to posting frequency. Tailor it to X’s specifics, such as ideal image dimensions, length of copy, and hashtag integration. 3. Utilize the Right X Marketing Features X offers numerous built-in marketing features that can help increase brand awareness and drive sales. However, not all features will align with your specific goals. First, define your brand's core objective for being on X. This clarity will help identify the most beneficial features. Here are some features I leverage: Quick Promote: Boost individual tweets to reach a broader audience. X Polls: Gain real-time feedback and insights from followers. Live Streaming: Host Q&As, product launches, and other events. Advanced Search: Find relevant conversations to join and connect with your target audience. X Blue: Access premium features and additional analytics. X Shopping: Use integrated e-commerce tools to sell products. X Communities: Join niche communities within your industry. 4. Initiate an Influencer Marketing Campaign Even with active marketing efforts, your brand's tweets can sometimes go unnoticed. Partnering with influencers can significantly enhance your reach. Collaborate with popular creators or brands with a substantial following within your niche. An influential voice can authentically endorse your products, reaching your ideal target market and building credibility and trust. 5. Optimize Your Strategy with X Analytics Consistently tracking your performance metrics is essential for refining your X marketing strategy. Use Twitter's native analytics tools to monitor metrics like profile visits, tweet engagements, follower growth, and sales impact. Data-driven decisions and iterative adjustments will make your marketing efforts more effective over time. Want to reduce your CAC to half? get in touch Partnering with an X Marketing Agency A solid Twitter marketing strategy gives your business a competitive edge. However, maintaining consistent connections with your audience requires significant time and effort, especially on a real-time platform like X. Partnering with an experienced X marketing agency can be highly beneficial. They can help develop and execute a tailored, ROI-driven strategy. From creative campaigns and influencer collaborations to community management and comprehensive reporting, a professional team ensures your brand maximizes its presence on X. Twitter Marketing Strategy Examples To illustrate effective X marketing, here are some brands consistently excelling on the platform: Wendy's: With over 3.8 million followers, Wendy's X account is renowned for its humor, wit, and direct engagement with fans. Their posts exemplify how to create a fun, memorable brand personality. NASA: Boasting over 78 million followers, NASA’s content strategy balances educational posts, relatable humor, and interactive campaigns. For example, their "NASA Perseverance" hashtag allowed followers to send their names on the Mars rover mission. Starbucks: Starbucks frequently showcases visually appealing product shots, generating instant cravings for its beverages. With over 15 million followers, Starbucks demonstrates the power of letting your product take center stage. Studying these successful brands can inspire you to craft your X marketing strategy. With the tips and best practices outlined above, you’ll be well on your way to driving more sales and growth for your business. Conclusion Partnering with a specialized agency like Saffron Edge can catalyze your Twitter marketing success in B2B Marketing. With their expertise in crafting tailored strategies and leveraging Twitter's unique features, you can amplify your online visibility and drive tangible business outcomes. Embrace the opportunities Twitter offers, stay consistent, and watch your business thrive with Saffron Edge by your side. ...
read more
4 Things To Take Care Of When Buying Advertisements Programmatically
Marketers opting for advertising programmatically is on an all-time high! According to a recent study by eMarketers, by 2019, as much as 84% of total digital advertising spend will be made programmatically, which is projected to reach $46 Billion. And it makes sense as well, programmatic advertising gives 10x better control to advertisers and publishers over their digital assets as compared to traditional advertising. While we have already talked about why programmatic is the way to go in the future if you’re looking to advertise digitally and mentioned some common threats to the programmatic industry as well. Today, we will talk about some things to take care of when you’ll be actually buying advertisement spaces over the web programmatically, which will help you spend your marketing budget wisely. So, when it comes to programmatic ad buying services, here are some things you should take care of to get the best out of your efforts - Defining a clear strategy Defining a clear, cut strategy before venturing into the world of programmatic is an absolute must not just for buying advertisements programmatically, but marketing in general. You must know well in advance the type of ads you want to vouch for, the biddings you are willing to make, the audience you want to target and the type of creatives you’d create that would resonate with your target audience. Doing this would help get you the most bang out of your advertising bucks. In programmatic, it’s not just about buying banner spaces on publisher’s websites, you can place your ads on Youtube videos, Facebook in-stream advertisements, mobile ads and every other form of advertisements you see on the web. So, making a strategy and choosing the right platforms is important. Moreover, you can choose to go for a RTB approach, buy advertisements from private marketplaces or directly buy advertisement spaces from advertisers through direct programmatic. While each of these buying methods involves different approaches, selecting the best method is vital for efficiently spending your marketing budget. Also, knowing in advance the audience you want to serve will help you choose the best platforms in the marketplace to actively advertise on. DMPs or data management platforms can help you with that and most of the DSPs are integrated with DMPs as well to provide a holistic view to advertisers of their audience. They combine first and third party data to form look-alike audiences for your campaign which you can use to attract more customers. Focus on your audience When it comes to defining a programmatic strategy, you absolutely have to focus on impressing your audience with your creatives. And that includes having stunning visuals and stellar content on all your Ads that resonates well with your target audience and makes them click! Fail on doing that, and your audience will not even bother to give your ad a second look. So, creating buyer personas is important to target the kind of audience you want to reach and it requires extensive audience research as well to figure out where your audience really resides on the web. Again, DMPs can come to your rescue here as they usually have all the audience information you’d require to create great ads that would resonate well with your target audience. Focus on understanding your audience more than the quality of your creatives. Don’t get me wrong here, while quality visuals are important for your ads, it will not be beneficial to you in any way if they are appearing at the wrong places and in front of the wrong people. Include a mix of creatives It’s all about the creatives when it comes to making people click on your ad. But like most of the advertisers out there, don’t fixate all your programmatic efforts on a single ad creative. Instead, make 5-6 creatives for a single campaign with different visuals & content. That way you can easily A/B test the performance of each of your ad by making small tweaks to the ads that are not performing well. Doing this will give you a better idea about what kind of content works best with your unique audience and you can double down on that information by reiterating everything that is currently working with your audience in all your future digital advertising campaigns. Monitoring performance is key Talking about A/B testing, one of the main advantage of going programmatic is the impressive analytics DSPs provide for measuring performance of your each and every running ad, which was never heard of before in traditional advertising and probably is the reason why a majority of marketers are shifting to programmatic ad buying and you should too! Monitoring performance is not just necessary to excel programmatically, doing it will help you optimize your each and every marketing effort in general. Keeping a close eye on the actual performance of your ads will help you discard in an instant the ads that are not performing up to their mark and save a few extra bucks of your advertising budget. Like I said above, when you closely check the performance of all your ads, you can easily point-out the ads which are not performing optimally and tweak it a bit to bring it back on track, which is always a good thing to make sure the ROI of your whole campaign doesn’t take a hit! So, there you go! Before you step into the complex but extremely quick-paced world of programmatic, keep in mind the above-mentioned points to take the results of your programmatic efforts to a whole another level. Work on your strategy, figure out the people you want to target who are interested in availing your services and platforms where they actively hang out on the web, create an intriguing ad (and 4-5 versions of it) for them and constantly measure its performance based on KPIs that matter and watch your programmatic efforts bring in a ton of exposure for your business… and users of course! But which top platform should you use to begin advertising programmatically? Stay with us as we’ll be tackling this exact question in our next blog where I’ll tell you about some of the best DSPs out there that will make programmatic a piece of cake for you! ...
read more
Subscribe to our newsletter
Get fresh stories, case studies, and
advice
from successful creators and industry experts.