3 Effective Ways to Increase Emotional Engagement in B2B Marketing
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3 Effective Ways to Increase Emotional Engagement in B2B Marketing

3 Effective Ways to Emotional Engagement in B2B Marketing

Learn these strategies to improve your emotional B2B marketing efforts.

Emotional connections speak louder than any other connections we can make.

Engaging on an emotional level with your client is an excellent way to convince them that they need your product or service. As humans, we respond best to emotional appeals and even when you’re B2B marketing, emotional engagement is effective.

Why Emotional Marketing Works for B2B Marketing

We respond to emotion as humans. Whether it’s a raving review on Yelp or an awful experience being recounted to you by a friend, you’re likely to base your decision to buy on how things make you feel. No one likes to spend their time or money on an experience that makes them feel bad or they regret. When you offer your clients an unforgettable experience that they’ll always associate with your company, this can benefit you, if it’s done positively. It is good to remember that your clients are always listening to you and are interested in what you say, as long as you say it the right way.

Three Effective Emotional Strategies

Create Unique Insights

One of the best B2B marketing strategies is to offer your clients unique, valuable insights that can only come from your company. If you offer your clients insights that could come from any other company in your industry, you’re not connecting with them on a deeper level. Offer your clients insights that can help them improve their own company that they can only receive from you. Don’t repurpose topics all your competitors have been using. Create new topics and insights that will set your company apart in your client’s mind. When your clients see that you have valuable, unique things to offer, they’ll be sure to come back to use your services or products again and again.

Market with Compassion

There is a reason most of us seek out friends and partners that show compassion. Compassion ensures your client that you have their best interests in mind and that you’re willing to go above and beyond to satisfy their needs. Whether you’re using B2B online marketing or traditional marketing, make sure that the compassion you have for your clients is shown. Humans love to interact with others that we relate to so if you can make your client laugh, cry or feel a strong, positive emotion, you’ll create an emotional bond with them. Connect with your client through inside jokes or relay to them a problem you’ve encountered that they can relate to and explain to them how you resolved it. Also, try highlighting any volunteer work you might have done for non-profits. Audiences love to see when a company takes a sincere interest in the betterment of their community.

Ask Questions to Make Your Client Think

Even when you’re B2B marketing, it’s a good idea to ask the right questions that make your audience think on a deeper level. Tough, deep questions allow your audience to see you in a new light that let them know you don’t just care about revenue, but you also care about making things better for everyone. When you ask your audience how they feel about your company, your products or services, you convey to them that you care about their opinions and that their answers will only help you make the products and services you offer better. You can also encourage healthy debate amongst your audience when you know there’s a hot topic they wish to hear your opinion on. The answers clients give to you can drastically improve the content you put out on behalf of your company.

Emotional connection is an excellent way to better engage with your audience. Think about how emotionally connected you are to a certain product or service you use and implement those same ideas into connecting with your clients. If you don’t already use emotion in your B2B marketing efforts, it’s about time you give it a try.

Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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