“One of the hardest battles you’ll fight is between what you know and what you feel.” – This social media quote has never been more relevant in decision-making than now, especially when it comes to the buying process. In the world of B2B marketing, we often assume that decisions are purely rational, guided by facts, figures, white papers, and hard numbers. However, decision-making is far from linear or predictable. While “classic” content like white papers, product brochures, infographics, and case studies provide a solid foundation, there’s a critical element that often gets overlooked: Emotional Contagion.
What is Emotional Contagion?
Emotional Contagion is the process through which emotions are transmitted from one person to another. It’s not limited to face-to-face interactions but can occur in digital advertising and on social media platforms. Harnessing the power of Emotional Contagion can be the secret ingredient in the decision-making process.
Here are some ideas, how you can apply to leverage Emotional Contagion:
– Real-Life Video Content: Incorporate videos featuring real people and their authentic experiences. Lufthansa’s campaign (https://www.lifechangingplaces.com/) is an excellent example of this approach. Such content allows your audience to connect on a personal level and evokes genuine emotions.
– Remarketing: Take a page from Zalando’s website and optimize your remarketing efforts. Show users banners and creatives that are directly related to their previous searches. Tailoring the content to different buying stages can also enhance Emotional Contagion, demonstrating that you’re attentive to their needs and preferences.
– Showcasing Your Team: Share images and stories about your colleagues. This not only humanizes your brand but also highlights the respect and camaraderie within your organization. People connect with the faces behind a brand, and these connections can be emotionally powerful.
– Behind-the-Scenes Content: Pull back the curtain and provide a glimpse into your company’s inner workings. Share behind-the-scenes photos and funny videos that reveal the processes, whether it’s the intricate steps behind a one-hour webinar or the excitement of organizing a festive holiday party.
– Social Selling Training: Invest in social selling training for your sales team. Building relationships is a crucial part of the modern sales process. When your sales representatives connect with potential buyers on a personal level, Emotional Contagion can play a key role in swaying decisions.
– Encourage Employee Engagement: Motivate your team members to be active online and share their voices. While some may fear making typographical or grammatical errors on social media, it’s an excellent way to discover like-minded individuals and develop ideas collaboratively.
By implementing these strategies, you can infuse your marketing efforts with an emotional impact that shortens the decision-making process. In a world where information overload is normal, Emotional Contagion can be the differentiator that sets your brand apart and forges lasting connections with your audience.
Read more about how to start social selling: https://www.linkedin.com/pulse/social-selling-how-start-your-business-tinder-life-zsofia-raffa/?trackingId=ev9ejiB9TXa0WsWA64ZsdQ%3D%3D
Let’s make things #zSofisticated! 😉
