Top Tips for Creating an Instagram Landing Page That Converts

Mobile phone with Instagram app open.Instagram is a world all on its own, requiring its own posting strategy, content creation, ads strategy, and ideally, its own landing page. What do we mean by its own landing page? An Instagram landing page is the page that users visit when they click the link in your Instagram profile. 

Sure, you could just paste your website URL into your profile and call it a day, but since links within the Instagram platform are really limited, it’s a good idea to be a bit more creative with your Instagram landing page. Links within statuses aren’t clickable, and you can only provide a Swipe Up link in your Stories if your account has more than 10,000 followers. So an Instagram landing page is a great way to give visitors a better introduction to all of the things they can get from your business.

Here are a few tips for creating an Instagram landing page that generates clicks to your sales pages and lead opt-ins from your sign-up forms.

1. Include multiple links.

One of the most frustrating things marketers face with Instagram is the lack of linkability (for lack of a better, real word) within posts. If you want to promote a blog post, a service page, your contact page, or an opt-in page, it’s not possible to link to it directly in a post.

Thankfully, Instagram has gotten much better with products, and business accounts can create a shop and link products directly to posts. However, for anything else, you still don’t have the ability to create direct links.

This leads to many posts including a “Link in bio” tag at the end to let viewers know that they can find more of what they’re looking for in the user’s bio or profile. However, this also means that once a new photo has been shared with a new “Link in bio” caption, the link gets changed, and old photo captions are misleading.

This is why it’s a good idea to include multiple links on your Instagram landing page. Creating a visually appealing page that leads to an opt-in offer, the blog content, a contact page, and anything else that is regularly shared helps ensure the bio link is always up-to-date and leads to relevant information.

2. Include a contact form.

Better yet, rather than linking to a contact page within your Instagram landing page, include a contact form at the bottom so that people can get in touch with you directly after clicking over to your site. Making things as easy for your customers and website visitors as possible is key to increasing conversions.

Instead of requiring people to take yet another action before they can get to a place to contact you, ending your page with a contact form is a great way to capture more form submissions and see fewer page bounces.

Instagram app on a mobile phone.3. Try using an app.

There are many apps that have been created for the sole purpose of allowing you to build an Instagram landing page with multiple links. They’re free, extremely easy to use, and even track the number of clicks each one of your links has received.

Many of these aren’t extremely customizable, so if you have the means, you should certainly design a full landing page, but if you need something quick and easy, test out how an app works for your Instagram landing page. Place the proper links to your blog, lead magnet, or contact page, and test out different names for each page to see if it affects link clicks.

4. Customize your link.

Another downside to using an app is that you have to have a different website’s domain name within your URL. If you create your own landing page or use a service like Leadpages, you’re able to completely customize your link.

To let people know that it’s specific to this platform, and they’ll find information based on the content shared on your Instagram page, you should customize this link to something like It won’t simply be since you’re leading them to a dedicated Instagram landing page.

5. Stay in sync with your branding.

If you do use an app or third-party landing page creation service, always be sure to stay in sync with your business’s branding. This means you want to stay as close to the same fonts and colors as possible. This helps people to know when they’re on a page that is owned by your business; they recognize your branding and feel comfortable knowing that your company has created this page.

Not only that, but it strengthens your overall brand. It helps with brand recognition, and is simply a good business and design practice. Grab your brand color hex codes and font names so that you can include them within your landing page design.

Don’t waste time updating your Instagram bio link each time you share a new blog post. By creating a dedicated Instagram landing page that links straight to your blog with the latest post on top, you won’t have to continuously change your link, causing old post captions to become outdated.

Creating an Instagram landing page allows you to create more content catered directly to your audience’s needs. Instead of leading them straight to your homepage, you have a webpage that lets you add in more content and links to web pages that you’ve been talking about right on your Instagram page. Whether you’re mentioning your “Link in bio” in your photo captions or in your Instagram Stories, your dedicated Instagram landing page has everything your audience is looking for.

To learn more about Instagram landing pages and how they can benefit your business and your digital marketing strategy, contact us. We’d love to talk about how you can use this strategy for your Instagram account.


How to Grow Your Company LinkedIn Page in 2019

Digital marketingLinkedIn is a social media platform built around business and professionalism, so it just makes sense that it would be a great platform to market your business. This is why it’s so essential to have a company LinkedIn page for your business and to utilize all of its features.

In the last year or so, the platform has been making a lot of changes to both its personal and company page designs as well as the features it offers for both personal and business use. By taking advantage of all of these features, you can use your company LinkedIn page to generate more awareness around your business.

Here are a few new features to use on your company LinkedIn page in 2019.

Mobile App Update

Although personal users have been able to use the LinkedIn mobile app to engage and post updates for years, the same capabilities weren’t given to company page admins. Now, with the LinkedIn smartphone app, company page admins can create content and engage with their audience straight from their mobile devices.

This is huge because not all LinkedIn engagement happens during the workday. Many people are checking their LinkedIn notifications and scrolling through feeds to see updates after work, during their commute, or while drinking their morning coffee.

Being able to be present during all of these times is so important for company page admins. Because conversation is the most important part of social media marketing, it’s essential to have the ability to respond to any comments or shares in real time.

More Post Types

Most social platforms limit their post types to text, photo, video, or link posts. LinkedIn company pages can now share even more types of posts including PDFs and docs. Being able to upload these types of informational documents directly to a LinkedIn post can help exponentially with content marketing efforts, especially since most ebooks, white papers, and case studies tend to be in PDF form.

Digital marketing

Content Suggestions

LinkedIn also offers a new section within your admin dashboard called Content Suggestions, which allows company page admins to explore relevant content to share with your audience. You’ll choose your industry and location that you want to find content within, and Content Suggestions will load an entire library of related posts and articles that have been shared across the platform.

This is great for finding content to engage with, as well as finding content and content inspiration for what to share on your own company page. Getting an inside look at what your audience is already engaging with can help you to improve your own LinkedIn strategy.

Now how can you use these fun new features to your advantage? Let’s go over a few of our favorite ways to use LinkedIn for marketing in order to grow both your LinkedIn company page and your business as a whole.

1. Have your employees help.

We all know how algorithms work. Company posts don’t get nearly as much love as posts made by individuals. In fact, studies show that employee posts receive 561 percent more reach than company posts. This means you want to get your employees in on the social media game.

Have them share your blog posts on their own profiles and tag your business. If your company does events, team building, retreats, or other activities together, ask your employees to share photos on LinkedIn in addition to their other social media profiles, tagging your business and explaining the activity.

Getting employees in on the LinkedIn action can help exponentially increase your reach, your brand awareness, and your LinkedIn company page followers.

2. Use hashtags.

LinkedIn has just improved hashtag usage on their platform, so it’s recommended to use two to three hashtags within each of your posts. This helps viewers to find your content while they’re searching through the hashtags you’ve included on your posts. 

LinkedIn has also created communities around hashtags. Your company page can select up to three relevant hashtags to include as feeds on your profile, and you can then like, comment, and reshare posts from within those hashtag feeds.

3. Fill out all pieces of your company page.

There are so many bells and whistles to your company page that you probably haven’t even noticed yet, especially with all of the new updates. Be sure that you’re checking your page regularly for new updates, and filling out every available section you can for now.

This includes:

– Company name
– Logo
– Cover photo
– Tagline
– Custom button
– Company description
– Page details
– Specialties
– Locations
– Hashtags
– Featured groups (if your company runs a LinkedIn group)

Be sure to completely fill out your LinkedIn company page to ensure that any information a potential client, customer, or even employee may have about your business is front and center and easy to find.

4. Post consistently.

This rule really goes for every social media platform. If you randomly, rarely, and/or sporadically post on social media, you’re not going to mesh well with the algorithm, your audience isn’t going to know when they should expect to hear from you, and it’s going to look like amateur hour.

Instead, it’s a best practice to create a posting schedule with which you can consistently keep up. You should aim to post company news and updates on your LinkedIn page at least once a week, but two to three times each week is even better. Putting together a schedule, planning your content ahead, and even cross-promoting certain content across platforms are all great ways to help keep up with consistency on your LinkedIn page.

If you’re interested in learning more about how you can use your LinkedIn company page to grow your business, contact us. We’d love to talk marketing strategy with you!


How Social Listening Can Improve Your Overall Digital Marketing Strategy

Social listeningDigital marketing is all about using your online presence to generate as many customers and leads as possible. It’s about standing apart from your competition so that more people want to work with your business and not theirs. It’s about making connections with your audience and wowing them with your customer service, your online messaging, and your product/service.

One really great way to wow your audience involves social listening.

What is social listening?

It’s kind of like being really in tune with the gossip around your business. If someone is talking about your business, you know about it and you’re there to put out any fires, or just to have a little chat with your customers.

Essentially, social listening is the practice of using monitoring software and online search to ensure that you find and respond to every online mention of your business.

Why is social listening important?

In the majority of instances when people mention your business online, they’re not tagging it outright. This goes for when they’re complaining about your business online, praising your business online, or simply mentioning the fact that they’ve made a purchase from your business or are considering doing so.

If they tag your business in the post, you’ll be notified and can easily go in and respond to them, either working with them to improve their experience with your business, thanking them for their business, or simply having a conversation.

However, you shouldn’t be ignoring all of the other users who are talking about your business, but just not tagging it. You still want to set up alerts and monitoring software that can catch and notify you of any indirect mentions of your business. This way you’re still staying on top of all customers talking about you, you’re starting conversations, and you’re increasing brand loyalty.

Social listeningHow can you use social listening for your business?

When done well, social listening can be an incredibly powerful way to reach your audience. Here are a few ways you can use this strategy to improve your overall digital marketing.

1. Monitor your business name.

You can set up Google Alerts or use a social listening software like Mention to set up monitoring on specific key terms. Your business name should absolutely be one. This way you don’t miss a single mention of your brand.

You want to be able to reach out about any mention of your business whatsoever. The best way to go about this is to create an alert just for your business name.

When you’re first getting started with social listening, you’ll want to conduct an overall search to see if there are any conversations that you’ve been missing out on. Make sure you don’t have any unhappy customers of whom you’re not aware and find every opportunity to jump into a conversation with a current or potential customer.

Then you can set the alerts to notify you and your marketing team (or agency) in real time so that you can respond within a reasonable time frame.

2. Improve your customer service game.

If you’re getting alerts about unhappy customers in real time, you’re able to immediately address them, resolve any issues, and turn their bad experience around. When people mention brands on platforms like Twitter, they expect to hear back from your business relatively quickly. 

When you have your brand mentions turned on, you’re able to discover and respond to issues quickly. People love when a business is on top of their mentions, and when you’re also being customer service-centric in the process, you’re creating a serious wow factor with your audience.

3. Marketing campaigns.

Create a branded hashtag for your business or for a campaign that you run. Use that hashtag throughout your marketing. Monitor the hashtag so that you can see if your audience is also using it, and you can interact with any posts that include the hashtag.

These are great ways to increase the amount of user-generated content your business has to share and are another powerful way to interact directly with your audience. Getting your audience to engage with your marketing hashtag helps with social proof and brand awareness.

4. Competitor analysis.

You can use your social listening tools to also keep an eye on your competitors. What platforms are they using? How often are they using them? Are they monitoring their own business name for mentions? If not, how can your business capitalize on a bad experience one of their customers had?

Creating alerts for mentions of your biggest competitors can also be a good idea. If people see that your company is much more attentive than your competition, it helps to make you stand out and makes potential customers want to work with you rather than another business.

5. Find influencers.

By monitoring conversations around your industry, you can easily find influencers and popular accounts that share relevant content. It may be a good idea to partner with these people, or at the very least, follow and interact with them.

Influencer marketing can be very successful as it’s another type of social proof or word of mouth marketing. If you find an influencer with a large following of your target audience, partnering with them and offering them a trial or a free product or service in exchange for a few social media posts can be a great way to increase brand awareness with their followers.

If you’re interested in learning more about how social listening could work for your business, contact us. We’d love to sit down with you and make sure you’re not missing any conversations or opportunities for sales in social media.


8 Marketing Words and Phrases to Stop Using and Why

digital-marketing3-11“BUT WAIT, THERE’S MORE!”

Without saying anything else, we’re sure you were just instantly transported back to the last time you watched an OxiClean infomercial discussing all of its perks, features, and more.

“BUT WAIT, THERE’S MORE! When you order right now, you get xyz and abc TOO!”

Just like this famous catch phrase has been overused in every single infomercial since the beginning of infomercials, there are words and phrases that have been overused in both traditional and digital marketing, too. In fact, words and phrases like this are such a go-to in marketing campaigns that customers have effectively learned to simply tune them out.

The instant they see a billboard about some “award-winning” company, or the phrase “money back guaranteed!” or pretty much “anything guaranteed!” or “epic” or “revolutionary,” they’re not interested. They’ve heard it a million times. As it turns out, consumers think that not everything is epic and revolutionary. Who knew?

It’s time to start thinking “outside the box” (kidding, that’s another overused phrase). But it is time to stop using the first phrases that come to mind and think about what really makes your business, industry, product, or service special.

Digital marketingThe truth is, people don’t care if your business is “award-winning.” Instead, they care about case studies, customer relationships, and proven results.

Let’s talk about a few specific overused marketing words and phrases that every business loves to throw around, and what you can use instead.

1. Award-Winning

We’re coming back to this one for a second. Sure, it can be exciting for your company when you win an award, but most of your audience isn’t going to know your specific industry awards, so it simply isn’t going to matter to them.

Include this information on your website, but don’t tout it around in your marketing messaging. Because not only does it not matter to your audience that you’ve won an award, nearly every award-winning business touts their extremely niche award, so it’s an overused phrase that has become largely meaningless.

2. Best In Class

This is one of those ones that is really matter of opinion, or straight up fabricated. Because how would you know? What are the indicators of the best? And out of what pool?

Customers don’t want to hear that you’re the best (because they probably won’t believe you). They just need to know how you’re going to be the best for them.

3. Epic

Revisit this one as well. Climbing Mt. Everest is epic. The Odyssey is an epic. Your product/service? Its results? Probably not epic.

It is best to stay away from this and other hyperbolic words in your marketing messaging. Other examples include miracle (your business is a divine act?), revolutionary (unless you cured cancer or found the answer to world peace, probably not), one of a kind (except for all of your competitors), unbelievable, innovative, unique, exciting, etc.

4. Expert/Experienced

Well, you are running a business. So naturally, we’d hope you’d be experts/experienced/pros/knowledgeable at what you do.

This one is simply a given. If you’re offering services in exchange for money, you should be an expert.

5. Friendly

This is another given. Your customers certainly hope that they’ll be working with friendly customer service reps anytime they’re working with a business.

6. Guaranteed

Nothing in life is guaranteed except death and taxes. You don’t want to end up putting your foot in your mouth by saying your business guarantees anything. Talk about proven results in the past, but don’t say that anything is guaranteed. After all, every business/industry/client/customer is different, and what works for one doesn’t always work for another.

7. Hurry

Whether it comes to a digital ad or an email newsletter, the word “hurry” is one that business owners just love. Yes, we want to create a sense of urgency and get people to buy now, but it’s better to create a set deadline and let your audience know what it is, rather than repeating the word “hurry” over and over again.

8. Number One

This is similar to best in class. How would you know that your business is number one? It’s simply not possible to have this information as fact, and you’re almost certainly overselling yourself.

So what words can you use in place of these?

More Desirable Words for Marketing

Well first, you want to make sure that your messaging is always clear, concise, honest, and not overreaching. You don’t want to overpromise, even if you really do believe that your product is unique, revolutionary, and innovative.

Instead, be realistic. Focus on what you’ve done for other clients or customers. Sell the real-life experience. Make sure your customer service reps and account managers go above and beyond for clients/customers.

Here are a few great alternatives:

1. Sale Words

Use specific words when you have a sale to let customers know exactly what they’re getting. Absolutely no hyperbole, just savings and deals for your audience.

– Free (If you have a doorbuster or a freebie for a lead magnet to generate more email signups)

– Buy one, get one (BOGO)

– % Off

2. Results

As we said, people don’t want to hear about your self-touted “revolutionary” new product. They want to hear about results. Real-life results and social proof that your company has been able to show. That’s what is going to resonate with your audience in your marketing messaging.

Other options are:

– Effective

– Verified

– Approved (especially if you include a certain group of people like “Dentist-Approved” or “Mom-Approved”)

3. Deal Ends Today

Or “deal ends this weekend” or “only this month” or “flash sale” or another phrase that creates urgency but also lets people know exactly how long they have to take action. Flash sales tend to be only for a day or a few hours, so it grabs attention and lets people know they need to act fast.

4. Helpful Words

These are more acceptable words to describe your company, product, service, or offer than the hyperbolic words we discussed earlier.

– Authentic

– Hassle-free

– No obligation

– Safe

– Bargain

Curious if your marketing messaging needs work? Request an assessment and we’d be happy to take a look and offer suggestions for improvement!


How to Manage a Social Media Crisis

Social media marketingIf there’s one thing that every social media management team dreads, it’s a social media crisis. Although a real-life crisis is defined as a time of intense difficulty, trouble, or danger, it’s a little bit different for social media. A social media crisis can come in many ways, shapes, or forms, but it typically looks like one or more customers sharing a bad experience with your business online, causing a frenzy within your online audience.

This tends to multiply for larger businesses with larger customer bases, especially when the businesses have made a pretty serious mistake. Putting out fires on social media is something that no social media management team wants to have to do.

However, it does happen from time to time, so let’s go over a few best practices on how to manage a social media crisis.

1. Utilize a social listening tool.

First and foremost, you need to set up a social listening tool or software so that you can catch any potential social media crisis before it blows up or goes viral. The most basic way of doing this is setting up a Google Alert for your business name, but there are many tools available that will search in more extensive ways.

A social listening tool should be monitoring all social media platforms and search engines for any mention of your business name, hashtag, or social media handle. Not every customer tags your business when they talk about you, so having the means to still find conversations surrounding your business (especially potential crises) is essential.

2. Know what constitutes an actual crisis.

A bad review or a couple of mean tweets does not a crisis make. Sure, they’re still unfortunate. In a perfect world, you would have great reviews all of the time. But the hard truth is that you can’t always please everybody, and sometimes customers want to air out their bad experience.

Here are a few examples of an actual social media crisis:

  • A customer (or group of customers) has a legitimately bad experience, shares it on social media, and causes friends, family, and strangers to become angry with your company as well.
  • Your company accidentally shares/does something offensive, whether it’s an unintentionally offensive marketing campaign, tweet, Facebook post, etc.
  • Customers have a string of bad experiences (i.e., a string of food poisonings) or an issue like product recalls that cause unrest with the company and diminishes trust.

3. Own up to your mistake.

If there was a mistake made on the company’s part, the very first thing you need to do is own up to it. The absolute worst thing you can do during one of these times is to stay silent. Acknowledge the issue before you can continue.

This helps your customer base maintain their trust in your company. Everyone makes mistakes and owning up to it, acknowledging that something has happened, and making a plan to move forward can help your customers to still have faith in your business and your brand.

Social media marketing4. Address the issue directly.

Don’t speak in riddles or try to apologize without actually apologizing. Instead, plainly and clearly address the issue at hand on your social media platforms. Discuss what happened in full, ensuring that your audience is fully aware of the situation at hand. You don’t want to exacerbate the situation by getting caught evading the full story or leaving out important pieces.

Instead, cover all of your bases, and then move forward to address how your company has handled the situation, is handling it, or plans to handle it.

Be empathetic to all people involved, and stay logical rather than emotional. Although you want your business to be genuine in its response, you don’t want to have an emotional response to the backlash. You do not want to bring any personal feelings or thoughts into your response. Your response should simply address what happened, apologize, and clearly state how it will be fixed.

5. Create a plan for moving forward.

Depending on what the crisis was, you need to create an internal or external plan moving forward to ensure that this won’t happen again. Although you don’t always need to be completely transparent and share the specifics of this plan with your audience, there may still be times you want to reassure them of how you know an issue like this will never happen again.

There may be times where you have to let an employee go due to a mistake on their part. Perhaps your company needs to come up with a policy change on what to share online or what marketing campaigns fall in line or out of line with your branding.

Whatever the issue, make sure that everyone within the company understands the plan to ensure the problem doesn’t happen again.

Resolving a social media crisis is stressful and requires a lot of hands on deck. Sometimes there are consequences for what started the crisis in the first place, and the bigger the brand, the bigger the consequences. Following these guidelines, having a crisis communication policy in place, and always staying true to your brand values can help your business manage (and hopefully avoid) its own social media crisis.

Want more tips on how to market your company via digital means? Contact us today to begin a productive conversation about your digital marketing strategies.


How to Create a High-Converting Signup Form for Your Landing Pages

Leads onlineYou’ve incorporated signup forms on your landing page as part of your digital marketing strategy, but they simply aren’t doing the trick. How do you get people to actually fill out the forms that you’re putting in front of them? Although it seems simple (it’s just a couple of form fields, right? Why is this so complicated?), there is an art to creating a high-converting signup form that increases the number of conversions you see.

Next time you’re putting together a landing page for your upcoming ad campaign or lead magnet, take more time to focus on your signup form. Instead of using the generic form that your email marketing platform or landing page software creates for you, make some tweaks.

Here are a few tips for your next signup form to help increase the number of signups your company gets.

1. Stick to one column.

Although you might think it makes it look more concise and smaller on your page, breaking your contact form up into columns can deter people instead of drawing them in. When you place things into multiple columns, it can be easier for a user to miss fields, which can be frustrating, especially if they’re required form fields.

You want the experience to be user-friendly above all else, and there’s nothing more annoying than having to go back and fill out a form more than once. If that’s the case, you’re definitely going to lose some potential leads that would rather exit the page than have to deal with completing your form again.

To prevent that from happening, it’s better to just keep everything in a single column, unless the fields correspond with each other (i.e., first name and last name fields can go side-by-side and remain cohesive).

2. Keep it short and simple.

Don’t create a signup form on your landing page that has twelve different fields to fill out before a customer can even get in contact with your or download a lead magnet. You don’t want to make it difficult to get in touch with your business. Instead, stick to the minimum amount of fields possible for that stage of the sales funnel.

If you’re creating a landing page for a lead magnet, you shouldn’t need much more than name and email address. If you’re creating a form for your contact page, ask for the minimum amount of information you need in order to close a sale. Anything else you need, you can get from your email marketing, prospecting, and sales emails.

Leads online3. Make the offer clear and obvious.

Why is someone signing up in the first place? If you don’t make that immediately apparent to a website visitor, he or she is probably not going to fill out your signup form. 

If you’re making your website visitors search for information about your email list, lead magnet, or reason to contact you or your business, you’re doing yourself a disservice. Instead, place all relevant information about your business, newsletter, lead magnet, and more front and center so that every person who lands on the page immediately knows what he or she is going to get by filling out your form.

4. Include visual aids.

If you’ve created a signup form to receive a lead magnet, freebie, or another automatic email with information upon signup, use visual aids to improve your landing page and form conversions even more. Add a photo or video content that illustrates what the user will receive.

Including photos or video of yourself or your team is a great way to get personable with your audience and give them a face for your company. Share screenshots or mockups of the content they receive by signing up as well. There’s nothing more compelling than actually getting a teaser look at something in which a website visitor might be interested. It makes them even more likely to complete the signup form so that they can see the entire freebie for themselves.

5. Incorporate minimalistic design.

Try to keep the design of the signup form as minimalistic and modern as possible. You want the overall design to be visually appealing so that it draws your website visitors in. Ditch those beveled Submit buttons and old-school form field designs.

Instead, incorporate minimalistic design into your signup form so that it matches your website and doesn’t seem out of place. You can use third-party plugins to design visually appealing signup forms, or you can embed forms without any formatting or design from the email marketing platform so that it will take on the design of your website.

This helps to keep everything cohesive so that nothing stands out like a sore thumb. Incorporating minimalistic and modern design into your website, landing pages, and signup forms helps your business to be viewed as relevant, up-to-date, and trustworthy.

6. Get creative with your call to action.

No one wants to click a boring old “Submit” button anymore. It’s time to use your business’s personality and get creative with your call to action.

By playing to exactly what users get by signing up, you can be playful and imaginative when it comes to the sign-up button. If you’re offering a freebie or lead magnet upon sign up, you can switch up the button to say something fun like “Gimme” or “I need this.” If you’re offering a free consultation, change the submit text to something like “Call me for free.”

Of course, depending on your industry and clients, you may need to exercise a bit of caution regarding your calls to action. With a little forethought, though, you can incorporate some flair into your CTAs that will encourage your web visitors to click and engage with your content offer.

Looking for more information about improving your overall conversion rates and lead generation strategies? Contact us; we’d love to help!


How to Properly Appeal to Emotions in Your Digital Marketing

Digital marketingHow do you get someone to do something? You make an appeal to their emotions. If you can evoke a feeling or emotion in a person, that’s a powerful thing, and they’re much more likely to listen to you. If you can do this in your business’s digital marketing, your target audience may be like putty in your hands.

Creating a marketing or advertising campaign that appeals to your audience’s emotions is much easier said than done. Let’s walk through a few emotions that make people want to buy, and how you can work to evoke those emotions in your marketing.

1. Happy

If something makes someone feel overwhelmingly happy, he or she wants more of that feeling. Studies have shown that positive posts are shared and engaged with much more often than negative ones, proving that people enjoy feel-good content.

Associating your brand with smiling people having a good time or people using your product/service to create an improvement in their lives is a great way to make people happy when seeing your content. Happiness is also associated with instant gratification. If your content and your marketing campaigns are making people happy, they want that feeling to continue. They don’t want those endorphins to go away.

So they’re going to click the purchase button to keep their happiness going and be excited about your product making its way to them, so they can be happy just like the people in your marketing.

2. Sad

There aren’t a lot of times that you want to make someone feel sad. However, for non-profits and companies that work to make a social difference, evoking the feeling of sadness in people is a great way to get them to take action. Content and ads that are inspirational or moving are increasingly popular, and they work.

If you’re looking to make a real connection with your audience and get them to take action that can make a difference in someone’s life, creating content that shows sadness is another’s life or creating a cinematic tragic video can really help with your campaign.

3. Fear

Fear is another emotion that can cause someone to take action now. This also works well for non-profits and businesses trying to create change. Showing people what can happen in the future if they don’t take action now can be frightening, and a lot of companies take advantage of this type of marketing ploy.

This type of tactic is used by many non-profits, like ones who are trying to get you to stop smoking, trying to prevent drunk driving, working to prevent climate change, protecting endangered species, and much more. People are afraid of a future that is different than their present, so a fear tactic can certainly work in your business’s favor.

Another newer way to evoke this emotion is with “FOMO,” or “fear of missing out.” This has gained popularity with Millennials and Gen Z who care more about experiences than things. They never want to miss an invite to something cool. If you can create a FOMO effect with your audience, you’ll be able to generate even more sales and event attendees.

4. Belonging

Everyone wants to feel like they belong to something, whether it’s a movement, a group of friends, or some type of community. If you create a feeling of belonging when someone uses your product or service, it can be really powerful for your audience. Creating a community feel surrounding your business can seriously improve the overall feeling and emotion toward your business/brand.

You can use your marketing or advertising campaigns to create the feel of a community, or you can use online resources to create an actual community surrounding your business. By creating a Facebook Group or Slack Community, you can cultivate a place where your customers can actually communicate with other customers and with your business directly.

Digital marketing5. Anger

Anger is another negative emotion that many businesses tend to want to stay away from. However, like sadness and fear, it can also evoke the actions you want, if done correctly. For example, it makes us angry to see an injustice happen to someone, and it makes us want to do something to stop it. Humans want to share something that makes them angry.

So how do you go about inserting scenes and messages that strike a chord with your audience’s emotions in a way that makes sense for your business, and doesn’t turn people off from your product/service?

Start with a customer profile.

To make sure you correctly identify with the emotions of your target audience, you need to know with absolute certainty who your audience is. If done incorrectly, you can evoke the wrong emotion, causing mistrust and negative feelings about your business.

Focus on your audience’s pain points.

What is it that makes your audience feel things? What do they care about most? What do they want to change? What makes them smile? Who do they want to help in life? Focus on these pain points when pinning down your marketing messaging. You need to find something that your audience genuinely cares about, but you also need to make sure it makes sense with your product/service.

For example, a tampon company creates a #LikeAGirl campaign to focus on how misleading that phrase has become, and how to rewrite it in a way that focuses on female empowerment. An environmental company creates frightening and disturbing images and graphics of what the world could look like if we don’t take action on climate change. A company that targets moms shares a campaign focusing on children’s emotions.

Find something that your audience cares about that still relates to your business and use that in your marketing messaging to appeal to emotions. Contact us to learn more about how to improve your overall messaging in your digital marketing.