- Written by Adeline Garren
Advertising is often used to evoke emotion from an audience and increase viewer engagement. When marketing to any audience, you want to consider the best possible way to engage and keep your client invested in your content. According to a national poll, nearly three-fourths of respondents expressed frustration at content that does not recognize them and adapt to their interests. Creating content that is specialized for your audience will increase your engagement drastically. Engagement is driven by emotions, loyalty, and trust, which means your marketing has a huge effect on if your customers will continue coming back to do business with you. Creating a connection between you and the client will increase your engagement across all platforms. Here are some communication tips to keeping your audience engaged with your marketing content! 1. Listen to Your Audience Who is your audience? What do they care about? These are the first questions you should ask yourself. Once you know who your audience is, you can then understand what they care about. You should always market towards what your audience wants and needs, not just market what your company needs to sell. Listening to your audience’s needs will allow you to communicate with them more effectively and, ultimately, create a better customer relationship. 2. Appeal to Audience Emotions One of the greatest marketing tools at a company’s disposal is focusing on the emotional aspect of advertising. Emotional campaigns can be some of the most powerful and effective communication tools. According to a study performed by the Institute of Practitioners in Advertising, marketing campaigns with purely emotional content performed about twice as well than campaigns with only rational content. Even after figuring out what your audience cares about, creating a marketing strategy to evoke emotion isn’t as easy as it sounds. For an emotional marketing strategy to work, you must weave it into the fabric of your brand so that consumers are motivated to keep coming back to your product. Brands like Coca-cola have created this kind of emotional marketing between their customers and products, and proven its effectiveness by being one of the most popular drinks in the world. This kind of emotionally driven marketing allows your customers to associate a feeling with your brand, which will keep them coming back for more. 3. More Relatable the Better Stay relatable and current to your audiences. Being relatable and accessible to others can increase your audience outreach and your range of engagement. Communicating about issues that are important to your company and your audience will allow you to stay relevant. You may want to use your marketing to discuss new topics or philanthropic matters to stay current. Using your platform to showcase your ideals will draw audiences in with aligning viewpoints. This creates a sense of authenticity and trust, while also promoting engagement with your audience. 4. Sell an Outcome When you are selling a product or service, your audience isn’t necessarily buying the product. They are buying an outcome. Focus on the problem you are solving for your audience and communicate the outcome you are providing them. Marketing an outcome rather than a product will appeal to your audience’s present and future, which inevitably brings them back for more. This marketing tool allows your clients to plan ahead and see the long term value in your product. Nike is an example of successfully using marketing to sell an outcome rather than just a product. By communicating this so successfully they have become one of the most popular shoe brands for not only athletes, but regular people. This type of marketing sells the idea before the actual product, making customers come back again and again. 5. Be Consistent The most effective marketing is not always the most creative marketing, but the most consistent. With all the tips and strategies discussed in this list, the only way to keep your audience engaged with any of them is to stay consistent with your brand. Whether you are appealing to your audience’s emotions or selling an outcome, you must be consistent in how you represent yourself as a company. Consistency leads to trust and loyalty between a customer and a company. This can help your audience engagement more than anything else by creating lifelong customers. Engagement with your audience is important to effectively communicate your company’s product or service. There are many ways to successfully engage with your audience and create a customer relationship. Know your audience and use marketing strategies to appeal to their emotions to keep them coming back. Stay consistent with your communication and marketing style to create trust and loyalty between yourself and your clients. These are just some beginning steps to creating more engaging content for your audience, but these simple tips can make all the difference to your brand.