Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

If you desire success with your clients and patients, you must apply emotions within your marketing content!


In a recent and very enlightening article, written by Wendy Marx, for business2comunity.com, titled Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers she points out that the approach with which a client is contacted is makes the difference between long term success and a single transaction.

She states that when it comes to business to business (B2B) buyers, you may think that a more calculated, technical approach to content marketing should be used.

Is that true?

Ms. Marx checks out why you need emotion in your B2B marketing, what types of emotional responses to elicit, and how to make your content more emotionally appealing.

The big question is: Why B2B Buyers Need Emotional Content Marketing Techniques?  The truth is, if ever there was an occasion to use emotion in content marketing, it’s with B2B buyers. Why?

  • Because the sales process for B2B buyers takes 22% longer than it did seven years ago.
  • Is this because today’s buyers are more indecisive? Not at all.
  • In fact, 82% of B2B buyers think that everyone is pretty much selling the same item. The competition is huge.

To not put too fine a point on it, all B2B suppliers look the same. At least that is the perception of buyers. To further complicate matters, buyers know that when they make a purchase decision it will be a long-term commitment.

What’s the best way to cut through the clutter so that your brand stands out? Appeal to emotion.

This is the ultimate dilemma for many B2B marketers:

How do you make an emotional connection with buyers so that they will become and stay brand loyal, all the while providing the technical factoids that are necessary to the sales process?

The best way to do this is by providing relevant, informational content that strikes an emotional cord with your audience.

So why emotions are important in marketing?

What does all this teach us as social media sharers and marketers? That emotions are critical – maybe even more than previously thought – to marketing.

In an analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns, campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content (and did a little better than those that mixed emotional and rational content).

That makes sense based on what scientists know about the brain now – that people feel first, and think second. The emotional brain processes sensory information in one fifth of the time our cognitive brain takes to assimilate the same input.

We understand learning and applying these techniques for business growth take time; that is precisely why we are offering a free comprehensive analysis of your current patient development game-plan.

We invite you to learn how Steve and Claudio can help you immediately increase your profits, give them a call at 916.750.6319.




From the desk of Steven Cox, direct: 916.750.6319, personal email: stevenvonloren@gmail.com

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