Using Emotion in Brand Storytelling: Connecting with Your AudienceTake a moment to think about the last time you felt a deep connection to a brand. The brand made you feel something, right?Innovative brands use emotion in brand storytelling. They know how to stir your feelings and which feelings they want to stir. If you’re marketing to a cybersecurity audience, you can use emotion in your brand’s storytelling to better connect your audience to your product or service. Telling Your Brand’s StoryWhat does it mean to tell your brand’s story? You might think your brand’s story is about how the founder(s) developed a great idea for a groundbreaking product or service that will change the world. It’s not. Surprisingly, your brand’s story isn’t about your brand–it’s about how you help your customers. Your customers need to see themselves at the center of the story. They need to feel that you can solve their problems so they can work more efficiently and effectively. Where Emotion Comes into Your Brand’s StoryEmotion plays a crucial role in telling your brand’s story. You want your audience to feel a strong, positive emotion when they think of your brand. This task is even more challenging in highly technical fields. How do you do that in cybersecurity marketing? When people think of cybersecurity, two things come to mind: ● The topic is complicated. ● It’s also scary–you could be at risk of a data breach or regulatory noncompliance. Those are two adjectives you don’t want to be associated with your brand. You don’t want people to find your product or service complicated because they’ll be confused about what you do. Moreover, you don’t want to use fear to motivate people to buy from you. Using fear, uncertainty, and doubt (FUD) leads to resentment. Your customers will feel like you’ve manipulated them into purchasing from you, and that’s not a foundation for a long-lasting relationship. How to Use Emotion in Marketing Cybersecurity Services and ProductsUsing emotion to market cybersecurity services and products involves knowing which emotional state you want your audience to experience. Ideally, you want them to feel: ● Relieved that you can solve their problems. ● Peace of mind: they don’t have to worry about threats because you’re on the job. ● Understood because you know their pain points and how to fix them. ● Supported because your solution or service allows them to focus on their core competencies. Designing Your Site for an Excellent User ExperienceYou might think you can only arouse your audience’s emotions through your content, but it starts from your site’s UX design. How your site is designed significantly impacts whether visitors stay on it. A site with complicated navigation, too much (or too little) content, long load times, or other UX issues will make your audience look elsewhere. What does a well-designed site look like? From the moment the user navigates to your site, that person should feel like they’re in the right place. The header should tell them what to expect, and the color scheme should be easy on the eyes. The layout should be logical and straightforward so the reader can find what they want. Let’s say they want to read your blog. The user shouldn’t have to struggle to find the menu that will lead them to your blog posts. Users will get fed up with your site and turn to your competitor if it takes more than a few clicks. It doesn’t matter if your product is better than your competitor’s. If their site offers a better experience, that will influence the audience’s purchasing decision. Creating Content Your Audience LovesWebsite content that resonates with your audience is the second ingredient to generating a positive emotional response. Here’s what you need to think about during the content creation process: ● How you will talk to your audience (what tone you will use). ● What topics you’ll cover? ● What kinds of content will you produce? ● What the entire customer lifecycle looks like. How to Talk to Your AudienceUsing FUD to manipulate your audience is a no-go. You don’t want them to think of you as the company that preys on their fears. Instead, consider being a trusted advisor. Talk about the pain points your audience faces without scaring them. Be matter-of-fact about the risks they face and make them feel like these are surmountable challenges. Explain which steps to take to overcome these problems so they can focus on their day-to-day work. What Topics Will You Cover?Not every cybersecurity topic will be relevant to your audience. You don’t want them to read a LinkedIn post and wonder, “What does this have to do with me?” Knowing which topics to cover means you deeply understand your audience, their industries, their pain points, and the risks they face. That understanding allows you to create content that makes your audience say, “They get it. They get me. They can solve my problem.” What Kind of Content Will You Produce?The type of content you produce is just as important as your tone and the topics you cover. Some types of content work better at different points in the sales cycle. For example, a blog post builds awareness at the beginning of the sales cycle, while case studies offer crucial social proof to sales leads that your product or service is the right fit. However, today’s sales cycle isn’t linear. A lead won’t take a straight path from awareness to consideration to decision-making. Today’s sales process isn’t clear-cut, either. The person who wants to purchase your product or service isn’t necessarily the decision maker, and the decision maker doesn’t necessarily hold the purse strings. Developing various content types based on the stage and the persona within the sales cycle allows you to meet those needs, so you’re always ready to explain how your products or services solve pain points. Look at the Entire Customer LifecycleJust because you’ve signed a contract with your lead doesn’t mean they don’t need your content anymore. They need different content. Here’s what they’re looking for: ● News about product updates. ● How best to use your product or service for the most value. ● How others use your product or service to become more efficient and effective. ● Insights from subject matter experts about changes affecting their industry and how you’re best positioned to help them. ● Your successes because it shows them you’re continuing to grow and will be around in the long term. Retaining your current clients is much more cost-effective than acquiring new ones. Producing content that your customers find valuable increases your chances of keeping them. Build Trust Through Your Brand’s StoryHow your audience feels about you directly impacts whether they’ll do business with you and for how long. They’re more likely to trust you when they think you understand them. Your brand and how you tell its story help you forge that emotional connection with your audience. Creating digital marketing materials, including a well-designed website and resonated content, makes your audience feel you value them and their business. | Use our online video maker to create a marketing video Choisissez un modèle et modifiez-le avec notre éditeur vidéo en ligne Catégories de Vidéos Articles Derniers |