Messages that connect a brand with consumers are always personal and emotional. Don’t let the marketing pundits tell you otherwise! You may find many suggestions floating around that consumers love statistics, they love facts and they enjoy looking at the competition before making a move. That is all very well, but they come after the need to forge that emotional bonding. Do you remember the recent Google ad about friendship between the seemingly hostile countries India and Pakistan? There are no facts, stats or hardcore marketing hits there, and yet it worked so well across the board!
Why Do you Need a Personal Touch
An average online consumer is usually bombarded with hundreds of marketing messages every single day! No matter which web page they turn to, they have ads staring back at them from their computer screens. Google and Facebook, for example, take note of your web browsing history and recommend ads according to your tastes and preferences. If you check up amazon.com for bags today, in a matter of time you will find ads of bags lining up beside your Gmail inbox! Additionally, the range of options for consumers to pick from is so mind-bogglingly large, that they are spoilt for choice to the point of feeling genuinely confused! In such a world, how do you reach ahead of the curve and make an impression on a consumer? This is where the personal touch comes in.
Get the Emotional Quotient Right
There is really no point in faking it for your customers. Unless you believe in your services and products, they can see it right through and call your bluff. In the same vein, if you go overboard with the emotional touch, it will come off as cheesy and manipulative. Think of the #LikeaGirl campaign. Why do you think it works on an emotional level? The children in the video actually feel the message. They are not faking it like professional actors. The video itself projects the genuine emotions, unadulterated. You have to hit the same high notes with your brand.
For those Who Can’t
You must be wondering at this point, how do you make your brand of SEO services emotionally appealing to users? It is not just florists and Hallmark card-sellers which have a vice-like grip on emotional matters! You can do so too, even with products and services that have no emotional feasibility on the surface. You have to think it out. Rewind to the Google ad mentioned above. Google did nothing to push its services. Instead, it showcases how those services can be used to form human bonds and relive them. You need a different perspective to get it right.
There is something else which brands dealing in products and services that do not remotely project emotion in the hearts of humans can do: create a sense of shared interest that leads to bonding. How about building up a community where consumers can join up and share their interests and passions? You can think of taking this initiative offline as well by organizing events. The idea, however, is to always remain committed in your efforts. Consumers will only sign up when you give them something that they can’t have anywhere else: an experience they cannot replicate elsewhere. Your own passion and interest in it needs to spread out like an epidemic.
High benchmarks, yes, but that is what you need to achieve to engage the modern-day consumer.