Social Media Strategy

5 Ways to Connect with Your Audience Emotionally to Drive More Engagement

5 Ways to Connect with Your Audience Emotionally to Drive More Engagement

badge-guest-post-FLATTERAs a marketing professional in today’s über-competitive online space, you understand the importance and value of engaging your audience.

You’re part of the 91% of B2B marketers establishing and building a community using both content and social media marketing. It can be difficult. You’re interacting with your audience constantly: fostering new relationships, nurturing existing ones, and listening/responding to feedback. You’re building trust and rapport and your social reach is growing.

These things are great for building awareness. You’re putting yourself out there and joining in the conversation. You may not think people are interested in your business and what you have to say, but guess what, they are. You just have say it the right way. Here’s why:

Our emotions are the primary driver of our on- and offline actions. (tweet this)

Love a brand, piece of content, or product? Then you’ll probably be compelled to yodel it from a social media mountain! Read a great Yelp restaurant review from a friend? You’re more likely to eat at that place.

However, if we look on the flip side of that emotional coin, an awful experience with a company can be destructive to their reputation as information spreads so quickly.

If you want to generate more positive engagement, you must connect with your audience on an emotional level using valuable content that solves their problems. Use these 5 tips to guide your strategy:

1. Speak to your target customer directly.

You’ve probably heard about developing and maintain a voice for your brand. This voice is what you’ll use in your content and social media communications. These channels are personal for your readers. Don’t speak to the masses.

Appeal to many, but speak to one – your buyer persona.

I’m sure you have wonderful customers that you interact with often. They provide valuable feedback regarding your company’s products and services. Think about them as you’re writing your next blog article. Talk to them like you’re sitting across the dinner table from one another.

One-on-one communication is much more intimate and engaging than a mega-horn.

2. Create unique, valuable insights that can only come from you, not your competitors.

People love exclusivity. Give your audience something they can’t find anywhere else and they’ll automatically gravitate towards you and spread the word. This is especially true if you’re giving these insights away for free.

That’s what Jay’s Youtility concept is all about.

Instead of blending in with your competitors by slightly repurposing the same old topics that you all have written about recently, come up with your own topics that offer your unique take on situations. Show your audience that you’ve got something valuable to offer and you’ll see your audience come back again and again.

3. Use humor, compassion, and empathy.

Never underestimate the power of emotions. If someone can make you smile or shed a tear, you know there’s a pretty strong emotional bond there. These emotions are great to tap into because as humans, we love to relate.

Just ask Bassem Yousseff how powerful laughter can be.

Next time you write an article and have an opportunity to make an inside joke that only your audience will understand, go for it! Or if you’ve recently experienced an issue that your audience can relate to, tell them about it and explain how you resolved it. You can also ask your readers for tips on how they solved the same issue.

Another idea is to highlight any volunteer work your organization has done for any non-profits in your community. It’s always great to see companies dedicated to the betterment of their respective locales. Your audience needs to see that your company is built with real people – that it has a face and a personality that people can relate to and engage with.

4. Pick a side and make your case.

Going back to #2, your audience is looking to you as the expert when it comes to your content. In order to be considered an expert, not only must you provide valuable insights, but you must also take a firm stance.

Back up your points with hard evidence. Maintain your credibility by accurately citing your sources and imagery. Be objective and professional.

Think about political candidates running for office. It’s usually not a good idea when they’re not 100% for, or against a particular policy. They appear indecisive, weak, and untrustworthy. That’s why you need to stay clear-cut. No one likes a flip-flopper.

5. Ask the right questions to make them think.

The easiest way to connect emotionally and drive more engagement amongst your audience is to question them. Ask them about their experiences with your company, your products, or your service.

Is there a hot topic that you know your audience wants to hear your opinion on? Give it to them with your solid stance and then ask them if they agree and why/why not. Encourage healthy debate.

These questions and answers will also help you determine some awesome new topics to add to your content calendar. I can’t tell you how many times I read comments and the author replies, “Ooo that’s good, I’m going to use that!” or, “Your question is great and deserves a full blog post to answer it!” Questions and answers will keep your topics relevant, your content fresh, and your audience engaged.

Do you have any other unique tips or tricks that you’ve used in the past to connect with your audience emotionally? I’d love to hear about them and if they were effective or not. Thanks for your comments!

Article Name
5 Ways to Connect with Your Audience Emotionally to Drive More Engagement
Creating an emotional connection with your audience is the best way to drive more engagement in the form of comments and social shares. Here are 5 tips to achieving that connection.
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  1. says

    Great tips.Talking to consumers like humans makes the brand more personal. Making it more personal will make it more engaging. Making it more engaging on a personal level will increase the emotional bond between the consumer and the brand.

  2. says

    I usually join discussion on social networking to build rapport and engagement even in the online world. Always make sure to play on the safe side, I mean it’s not everyday that you’ll be having great discussions, sometimes you’ll be trap with arguments and even rude curses but always try to be diplomatic and friendly when reaching out with people especially when they are prospects or customers. What you say might be used against you so better to limit your words. You can’t please everybody.

    • says

      Well said Belinda. Those arguments and curses can definitely be blemishes on your reputation but doing your best to resolve these issues is key. Everyone reacts differently to social networking. Some points cannot be made in 140 characters and not everyone can interpret sarcasm.

  3. says

    Ryan, thank you for the tips and the reminder to treat the audience on a personal level. While operating on multiple social media channels, the tone of the conversation can be easily directed to the wider audience, but it is important to keep it personal. Asking the right questions is defiantly a useful way to encourage a personal response.

    • says

      Sure thing Alexandra! I agree. Even though I’m guilty of mass-blasting social updates out, I try to keep the tone as personal as possible. I appreciate the comment!

  4. says

    Hey Ryan,

    The best tip that I’ve used that gives me a great response is to speak to them directly as though I’m speaking to one. The more that I do this, the more responses that I get as oppose to speaking to them as a whole.

    Another tip is sharing a great story that only my audience can relate to and somehow connect it with the subject. My audience definitely appreciate these stories, especially if they have some humor in it! Thanks for sharing these great tips and you have a great rest of the week!

  5. says

    These are excellent points, Ryan. I think the more anecdotes you can provide, the more you’ll find that your audience will relate and find you more like-able and trustworthy. I also think that referring to people who engage with your brand by first name is very personal. They like that and it’s a certain indication that you’re listening to them. Finally, I think if you have several people on your team managing the tweeting or digital Facebook commenting, it’s wise to indicate who on the team is communicating. Builds an even more personal connection (and avoids any confusion). Thanks for the post!

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