Humans are not just rational creatures, but they are emotional too. The overflow of their emotions will drive their mood and their decision-making pattern right from picking out a pet to buying a product. Hence, businesses must not take this facet for granted if they want to gain a significant number of the loyal fan base. The analysis of data from the IPA reveals an interesting fact about emotional campaigns in business. It says that campaigns with only emotional content performed much better than the intellectual content.
Many incorrectly think that decisions are less personal in B2B space because they are selling to a business. But they fail to realize that firms are made up of people and these people are responsible for making a purchase. No matter to whom you are selling, a humanized approach could hugely benefit a brand than logical ones.
There are plenty of ways to affect the buying pattern of your patrons, but choosing the right one is hardest for most of the firms. We have listed five proven methods on how to add emotion to your B2B marketing words.
1. Apply Color Theory
Consider the psychology of colors while selling your products to the clients since it shapes their thought. It can change the way that a person sees your brand. Some may disagree with this remark because people of different cultures have diverse emotions about some colors. In addition, their experience will have an impact on a specific color.
Despite these quirks, there are basic generalities on how a specific color evoke certain responses. For instance, green mirrors nature and has a more calming effect on the users whereas blue is chosen by most since the sky is blue. Major brands are practicing this theory to gain more leads. McDonald picks high-energy colors like red and yellow that are strong enough to attract children and forms a sense of need in the buyer’s mind.
2. List Benefits and Not Features
There is no doubt that B2B buyer’s pay heed to the product or service traits before buying from you. But from an emotional attitude, you can bring a significant number of patrons to your business by focusing more on benefits than features. Product and services are designed specially to satisfy a customer’s desire or want, and those desires always hold an emotional element in it. Hence, highlight it more often and sell the feeling.
Tell them how your product solves their pain point. Show them how your brand values their time more than anything else does. Robert Duke, Marketing Manager of Blue Mail Media, says, “Emotion is what drives the buying habits of the clients, and also, decision making in general. Therefore, marketers must capitalize by interacting a feeling and reducing pressure on the cold facts. You must appeal to humans, and not just the buyers.”
3. Incorporate Emotional Storytelling
Craft an exclusive tale for your buyers that shows what your firm does. Edelman Media Forecast states that 73% of customers believe brands should tell stories instead of centering only on selling the products.
Storytelling is one of the best forms to build an emotional kinship with your audience. A good story will not only make your content attractive, but it will also make it more memorable and pulls the viewer into your sales funnel.
Some have a misconception that stories work only in B2C channels, but in reality, stories work for every brand if you know your audience well. It is worthwhile to put your energy into storytelling because humans are more into narratives, and stories make us fundamentally cheerful. Many marketing systems may come and go, but the tale will remain the same always.
4. Have More Social Proof for Your Brand
Social proofs will have a more critical impact on a customer’s purchasing choice. Although there is no precise reason why people trust stranger’s opinion, the statistics illustrate that it builds credibility in the customer’s mind. Google states that 70% of U.S. buyers look for product reviews before making a purchase. Similarly, CompUSA and iPerceptions study say that 63% of customers agree their chances of buying from a company increases if it has product ratings or reviews.
Here are a few ways how you can include social proof in your B2B marketing:
- Case studies
- User reviews and ratings
- Social media shares
- Social advertising
- Endorsement from experts
- Embedded tweets
- Social plugins
You can include these proofs in the product or pricing page and see an increase in the conversion rate. Social evidence and human emotion are everywhere. Hence, use it to bag more leads to your business.
5. Do Not Reveal Price at First
You may highlight your price in B2C marketing, but in B2B space, you have to follow an opposite tact. The B2B customers compare your product or services based on its feature, capabilities, and then comes the price. If you display the amount in the first shot, there are chances of people moving to your competitor’s page to find a solution.
Give your audience some chance to learn your product and its gains. Let them fall in love with your brand first, and later you can reveal the price to them. You must realize that less than 10% of the people make a buying decision on price whereas the remaining audience wants to know the list of benefits you offer.
Do not be afraid to embrace emotions!
Feelings drive human nature.
Hence, if you want your patron to remember your brand, you must target them via many different senses. Consider the color and shape of your logo, product packaging, and your messages carefully. Try to determine how they feel about your brand. Once you know the degree to which human brain rely on emotions while making choices, you can make your buyers feel good about your brand and boost sales.
Emily Johnson is a marketing analyst at one of the leading B2B Marketing Company based in Irving, Texas. Apart from this, Emily is a chief content writer, and interested in entrepreneurship, and startups that help organizations to grow into a new level. Connect with Emily on Facebook and Twitter.