Make a Connection with Your Buyer: The Power of Emotion

Companies are always on the prowl for new and effective ways to optimize their marketing strategies. Businesses everywhere want to better understand the buyer’s mentality prior to making a purchase. There are incredible benefits that come from analyzing the emotional state of the buyer and the process they go through when making a purchase. Integrated Digital Strategies has implemented optimal inbound marketing techniques for a long list of franchise businesses that hit aspiring business owners in their emotional underbelly. See why we believe, based on our years of experience in the industry, that staying in touch with your consumers’ emotions is a vital aspect of inbound marketing for business franchises. 

What is Emotional Marketing?

There are plenty of situations you can see emotional marketing at work — however, one of the best examples of this practice at its peak is the Super Bowl. The day after the big game, non-stop discussion ensues about which commercials stood out. This leads to long-winded debates and even internet polls on the topic.

However, it seems like the commercials that build up the most public buzz are ones that make people laugh, cry, or even contain heavily opinionated political or pop-culture references. The crux of these ads is to connect emotionally with the viewer, to make the commercial memorable, and to help their brand name and message stand out. If the buyer can relate to the problem the product solves are impacted by the larger message, they might be more likely to take out their wallet! 

Psychology of the Buyer 

This isn’t an unproven concept at all! In fact, countless studies have validated the strategy described above. In a study that examined the percentage of profit gains between emotional and rational advertisements, psychological marketing strategies outperformed rational by nearly double. These aren’t the only statistics that are causing larger corporations to pivot their marketing strategies:

• When individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company
• These people are 7.1 times more likely to purchase more and 6.6 times more likely to forgive a company’s mistake
• A study in 2016 revealed that ads with an above-average emotional response from consumers caused a 23% increase in sales compared to average advertisements

How Does IDS Utilize These Strategies?

You may not believe this line of thinking is applicable to a company that focuses on inbound marketing for franchise businesses, but there are plenty of ways IDS implements this logic. Through a careful process, IDS helps franchisors develop a template of the ideal franchisees they would like to target. We will then build eye-catching content directed to those exact personas. Whether it be the stay-at-home parent that wants to maintain their family responsibilities or the fresh-out-of-college entrepreneur; IDS creates content that is designed to reach out to our clients’ best leads. We realize the power of emotion when making a sale could be the difference between committing to a brand and just skimming over the advertisement, which is why we make it such a priority.

Do you want to learn more about IDS and how we improve inbound marketing for franchise businesses? Contact us today.