You need to dedicate time and effort to your landing pages, because they're worth it. Landing pages are your ultimate conversion hotspot – it's the place where your anonymous visitors transform into valuable prospects.
If you affect your users' emotions in the right way, you impact their behavior. Emotion is tied to action – and of course, as a marketer, you want that action to be a conversion on your landing page. Here are a few things to keep in mind when trying to trigger an emotional response in your audience and making them convert.
Understand your audience's emotional needs.
In content marketing, it's essential that you understand the needs of your audience.
Purchasing decisions, at the heart of it, are very emotional. We need to like something, want it and feel happy when we have it. Desires are powerful, and if you know the ones your audience is experiencing, you know how to play on them.
Once basic needs are met (sleeping, eating, breathing), human desires become more complex (confidence, creativity, security). Any landing page that speaks to the fulfillment of these needs is sure to be successful in forming a meaningful connection with its audience.
A Salesforce article sums up the need for meaningful connections in the following:
"Customers make decisions at the gut level, because buying decisions are always the result of a change in the customer’s emotional state. While information may help change that emotional state, it’s the emotion that’s important, not the information."
The psychological basis of purchasing (and its misconception) is explained further in a Psychology Today article, which states:
"Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions."
Recognize the strongest emotions.
Emotions are never cut-and-dry. At each moment, we're experiencing some form of the phenomenon – the intensity we feel depends on the situation and the prominent emotion. Think about it this way: You're driving down the highway on your way home from work, and you start to daydream. The driver in front of you slams on his brakes, and you're forced to swerve to avoid rear-ending the car. You're overcome with panic and tension – and maybe even anger – but you also feel lucky, happy and proud that you were able to react without harming yourself or anyone else. The prevailing emotion changes as the situation settles, but you're experiencing a handful of emotions all simultaneously.
From a content marketing perspective, this constant swirling of emotion is made more navigable by understanding your audience. A reader who is a passionate conservative may get angry over a certain headline, while a staunch liberal may be pleased by the same headline.
The Bad News
The bad news, when it comes to landing pages and content marketing as a whole, is that negative emotions are always the strongest ones. They're much more noticeable than their positive counterparts (this has been proven is studies worldwide), they're indicative of a problem that needs to be immediately solved (this is how humans have been wired for survival) and they last quite a bit longer than positive emotions (think about coming out of a "funk" of depression or anger). A study in Harvard Business Review investigated “viral emotions” in various marketing strategies and identified the top three — anger, disgust and surprise.
We don't want to evoke negative emotions in our readers, but we also can't ignore the fact that negative emotions are the strongest drivers of behavior. The solution is to dig deeply into the audience's pains. By tapping into their frustrations, we prime them with emotional charge. Then, by delivering an intriguing solution, we effectively remove that negativity.
Start Today Tip: Many inbound marketing proponents spend their time focusing on what users, prospects and customers are interested in – and that's a great start. But there's a deeper level you need to tap into – one that creates an even stronger response from your users. By understanding your audience's emotional drivers, you create a deep, long-lasting connection with your prospects. And the bottom line is that people are motivated to act on the things they feel strongly about.
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