Emotional Marketing- Thoght Process

How To Use Emotional Marketing In A Customer Journey

As much as I’d want to believe we’re logical creatures who can detach our emotions from decision making, and make perfectly rational decisions – this is not the case in almost any situation.

Fact is, emotions play a huge part in how we approach anything, how our perspective and views are formed – and the consequent actions we take. This is the aspect of our nature that marketers have been trying to tap into. The idea is to directly appeal to your customers’ emotions. This has a significant effect on the customer journey, and can turn to work in your favor this is “Emotional Marketing”.

This isn’t just a newfound realization, however. The top brands all over the world have already begun to recognize how much of a role is played by the “feelings” aspect. One survey conducted by Forrester said the driving force behind their choices showed that the most important incentive for a customer, is an established emotional bond.

This ’emotional connection’ doesn’t just mean having sensational advertising and marketing that hits people in their feels – but to build trust and credibility over time, to allow people to entrust you with their needs. This is the process by which people expect you to fulfill their requirements with the help of your product or service.

Does it come off as a huge shock that people depend more on their emotions than objective information? I wouldn’t think so. However, the key point here is that you can use this to develop a deep trust with your clients, and quickly convert prospects too.

The trust and credibility that you build with your customers cannot happen overnight. It can take a lifetime for this to happen. In this digital age, marketers have to effectively acquire an emotional connection at every stage of the customer’s journey.

How can you ensure that you’re set up for success in emotional management and development with your customers? Here are my key points:

Emotional Marketing-Telling A Relatable Story

Emotional Marketing- Child and Toy Bear

Storytelling has always been a powerful tool in marketing. It’s important to have a story that fully resonates with your audience and touches them on a deeper level

How do you do this? By planning your story out well, consider the many factors that it entails, and then executing it properly. Lay the groundwork for your story first. Coordinate with your content marketing team, your PR team, and even the influencers on your team. Influencer marketing has become all the rage within the past few years because of the added relatability aspect is offers.

Make sure to stay in touch with ongoing trends. These will help you personalize your story more, and will help set the direction for the subject matter, tone, style, emotional appeal, and sentiment.

Emotional Marketing-Personalizing Your Message

Emotional Marketing- personalized suit for personalized messaging

Here’s one thing to keep in mind: it is impossible to establish any kind of trust with your customer if you haven’t added some form of personalization at the back end. The fact is, a generic message coming off your brand is not going to suffice for your clients. Personalizing your message and delivering it in a relatable way will ensure that your prospects see you as more than just a company and a logo. It will help develop some trust and emotional connection between your client and your brand, and also establish a positive image for your brand that you can benefit from in the long term too.

Also, keep in mind that marketing isn’t just going to end once the customer has made the purchase. You must continually personalize your marketing to your current customers as well as the prospect ones. This will allow you to turn in more customers and retain the older ones at the same time. It will also help ensure some brand loyalty – and will be a worthy investment for the long term.

Mapping Your Customer Journey

Emotional Marketing customer journey visual representation.

Here’s a simple way to look at it: Your customers have some need to be fulfilled, and they’re turning to your brand to bridge the gap. If they realize their needs or wants can’t be fulfilled through you, they’ll turn elsewhere. To ensure that this whole customer process is geared towards you – It’ll help to map out every step of the digital strategy you’re adopting.

The goal of this map is to have the customer at the forefront of the organization. This will allow the company to optimize, adapt, and effectively meet the requirements of the customers.

Accomplishing the customer journey map takes the few simple steps outlined below:

1. Choosing a Buyer’s Persona:

It’s integral that you identify the niche that you’re targeting, and build up your marketing strategy around it. Choosing your buyer’s persona will help you cater to your clients in a much more personalized way, and also steer the direction that your marketing will take.

2. Evaluate the Objectives of Your Buyer’s Persona:

This would mean identifying the needs and requirements of your customers and catering to them accordingly. Put your sales and marketing relationship to the test. You’ll have to depend on your team to gather the required information, while also continue connecting with your current customers.

3. Establishing Your Touchpoints

With the plethora of channels available to connect with your customers in this digital world, it’s easy to start relying on many different channels to establish a connection with the customers. A better approach is to have your team use the integrated measurement reports to determine the most channels that will be most effective. This will help you connect deeper with your fans, and establish more trust and credibility.

4. Visualizing (and Analyzing)

To have a better understanding of the trajectory your customers are following to end up with your brand – you’ll have to visualize every aspect of the customer journey. This would include everything from before, during and after the purchase. Also make sure that the results you obtain are evaluated for insights and optimizations to increase value for the customers.

Keep an eye out for increasing trends that will help to personalize, tell a story and map to the customer journey. I predict AI will be at the forefront of this helping to pinpoint emotional appeal, subject matter, style, tone, and sentiment.

Learn more about emotional marketing by reading Psychology: Why It Must Be An Important Consideration For Every CMO

If you’re a marketer, I highly recommend reading more about this topic by reading a few of these books below. 

Emotional Branding: The New Paradigm for Connecting Brands to People

Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers

Emotional Intelligence 2.0

Emotional Intelligence and Marketing