Articles > Search Engine Marketing: Emotional Encouragement required?

Marketing can be a strange old beast, how often have you received something in your mail that left you thinking “Why should I care?” or “That’s a little strange”. There are many rules and practices which people take years to learn with marketing, but mostly it is about clear communication and getting the point across with the least amount of words.

However, there are some things which should always be applied to your marketing communications. Always remember, get the message across in a the clearest way possible. Lots of organisations create material to demonstrate their expertise and services, sometimes consumers can be left wondering “what was that actually about?”. More than most forms TV advertisements can get it wrong. Sometimes this is a deliberate attempt to make you spend time trying to work out the message trying to be conveyed and consequently you remember the advertisement, even if it might be for the wrong reason.

These days we are seeing a lot of advertisements that focus on creating a emotional connection with the consumer. Encouraging the consumer to relate the campaign with a experience they have had and how they felt in the same situation. Recently Cadbury chocolate has been a prime example of this, their idea has been to demonstrate the fun times and feeling of eating their chocolate. P&O Cruises also have been creating some inspiring advertisements that encourage you to draw on previous life experience and feelings of anticipation or excitement. This certainly brings a fresh approach to how companies have previously marketed themselves, the memory’s of fast talking voice overs and over promotion of a in-store deal are slowly starting to drift away (Phew!).

Often the above examples are brand awareness activity’s, they almost forget to simply highlight the unique selling points(USP) of a brands product. The aim is for people to buy the products and services offered, catching peoples attention is the first part. Demonstrating of why they should part with their money should be prominent. Otherwise consumers may have been sold the idea, but would not necessarily consider purchasing it from you. If you have aggressive competition your competitor might better highlight their USP or best deals. If you have a upcoming sale, a new promotion, or new product addition, make sure this is the focus of your marketing campaign.

Any marketing campaign should clearly state what the message is and second, what is the next step. Consumers need to understand what you are promoting and how they can take steps to purchase the promotion.

Online everything is based around URLs and domain names, so consider creating a specific URL or domain name to comprehensively explain the campaign. Within this creation, tracking should be embedded so you can track each potential customer and hopefully contact them if they do not complete all the steps required to purchase.

A clever way of aiding your search engine marketing is to encourage your consumers to search for a particular phrase on Google where they can then find you. If done well and your search visibility plan has been effectively implemented, your potential customer could then see that you dominate the market you have advertised and they then feel even more confidence in purchasing.

Finally don’t forget to track, capture and measure to understand what works and what does not work. There is no point investing budget into marketing if you will not be sure how effective it was.

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