Mon, 9 May 2016
Every smart and savvy marketing and business leader knows the power of branding. They also know that a brand is much deeper than a logo, pretty colors or a tagline.
Download resources mentioned in episode: http://www.socialzoomfactor.com/207
The best marketers know that emotional branding is the secret sauce to igniting customers to loyal advocates, followers and fans!
Emotional branding helps connect you in the most human ways to your audience, customers and fans. It helps you build a foundation built on human feelings, emotions, understanding and desire that drives action that engages the customer or audience member even deeper with your brand.
Emotional branding is not just about finding a funny or sad photo, video or quote to tap into the emotions as a one night Facebook gone viral approach. Instead emotional branding is about igniting emotions at the core of everything you say and do. It's about understanding your audience, humanizing your brand, using language that connects you with your brand and the list goes on.
Wikipedia defines emotional branding as follows:
"Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love." Source
Take a listen to the 207th episode of the Social Zoom Factor to learn how you can tap into the power of emotional branding to ignite your audience, business and brand! I share with you 8 foundations for integrating emotion into your branding strategies.
Be sure to subscribe to this entire brand new series, "Welcome to The Inspiration Age. Are You Ready?" on iTunes, Stitcher or SoundCloud!
Foundations of emotional branding.
Thu, 5 May 2016
It's not news that social networks such as Facebook, Instagram and LinkedIn are moving to a pay to play model. The glory days of being able to gain massive organic reach with a simple, on the fly Facebook post are over and done. Results in the social world of today require more planning, integration, and money.
The social media ecosystem over all is moving to pay to play. What this means is that brands and the marketing leaders within must not only purchase media that in the past use to be free, but that they must also know how to develop and execute an integrated program and strategy that organically attracts, inspires and engages community.
Marketing leaders today must understand and embrace the know, like, trust and pay model for growing their business. At the heart of business today is people. At the heart of social media is people. Marketing leaders and brands that embrace and master the art of human connection will leap frog years ahead of their competition that only focuses on clicks, follows and likes.
You can’t buy advocates, friends, fans, evangelists, or word of mouth. A person that likes your Facebook page or follows you on Twitter is not immediately going to trust you, love you or want to tell their friends about you.
Paid media will help you attack the right audience, get more likes, followers, views and clicks. However, it's up to you to invest in relationships that will help you earn trust, advocates and loyal customers.
Earning brand advocates and making friends via the social networks is based on trust. It requires investment in the human beings within your community.
Unfortunately, less than 3% of the people that like your Facebook page will ever visit the actual page again.
Bottom line, the best relationships take time.
Take a listen to the 206th episode of the Social Zoom Factor podcast to learn 8 strategies and tips to build loyal tribes of advocates and social media friends.