While customers usually think their buying decisions are rational, most of the time they are influenced by how the buyer is feeling, or by influential people they see using the product or service. In fact, customers are more likely to buy a product, because they’ve seen an ad that stirred them emotionally; or, they’ve seen a respected personality on social media using the product. Thus, wise marketers take advantage of these tendencies to influence buying decisions.

In this article, we’ll take about both emotional marketing and influencer marketing, and how they can improve your results.


Make Your Products Relatable (Emotional Marketing)


Emotional marketing is often able to get people to buy something or pass the word on to others. The more emotional the ad, the more likely viewers will buy from you.

Take, for example, Microsoft’s Nordic commercial on “Nordic Health Innovation – Virtual Care Rooms.” Instead of simply saying that patients need doctors online for routine administrative health checks, the video follows Anna, a diabetic elderly woman, in desperate need for better access to health services. As viewers follow Anna’s story, they’ll be able to relate to her through the pain and hope.


Influencer Marketing


While emotional marketing can stir people’s emotions, influencer marketing establishes credibility and build trust.

Here are a few reasons why influencer marketing is vital for your promotional strategies:

  • 66% of consumers trust online opinions.
  • Instagram, YouTube, online videos in general, and blogs are influential in driving behavior.

One example is a video from Currently Hannah, which is supported by a sponsorship from SquareSpace. All Hannah (the influencer) had to do was say that her video was sponsored by SquareSpace, tell a story with it, and then show her regular content.

Influencers already have a loyal following; so, by partnering with them, you can reach new markets.


Combining Emotional Marketing and Influencer Marketing


First and foremost, you must have clear marketing goals for your campaign, which may include:

  • Getting subscriptions
  • Encouraging shares, likes, or comments
  • Building customer loyalty

Then, choose the best channel and content to support your goals, with tools like:

  • Educational content
  • Tell about your product or service, or (even better) about the problems your readers are facing that your products or services can solve. Service companies like Academized Copywriting, for example, can help you with content production.

  • Giveaways
  • Social media shoutouts
  • Discount offers


You can influence emotions in your audience with your content by:

  • Highlighting personal values and benefits, not just product features
  • Skipping technical terms and jargon. Use the language that target buyers understand and use themselves.


    Take HP’s “The Wolf” series, for example. This video plays into people’s fears by telling a story about cybersecurity in simple, human-oriented terms. The videos point out loopholes in companies’ security systems, and how they’re detrimental to the companies and the people who work there due to data leakage. With the emotional impact of the stories, the need for the security HP provides becomes obvious.


    Micro-Influencers as Credible Sources


    According to a recent U.S. survey, 30% of consumers are more likely to buy products promoted by non-celebrity bloggers rather than “A-list” personalities. To get the best results when you work with micro-influencers, choose them carefully to achieve:

    • Viewer engagement
    • Credibility
    • Shared values

    For example, Matt and Amanda (a.k.a. @nerdzinlove) currently have nearly 93,000 followers on Instagram and 929,000 on YouTube. They engage with their followers with contests and giveaways, including announcing winners on their Instagram. For example, in their sponsored post with KeVita, they:

    • Tell followers to follow the KeVita on Instagram.
    • Ask them to respond in the comments section (“What’s your favorite KeVita flavor?)
    • Tag a friend

    In return, participants will be entered for a chance to win a sponsored prize.


    Tell A Story with Live Media


    Live media lets you tell stories that tap into peoples’ emotions. Regardless where customers are in the buyer’s journey, good videos can convince them to keep moving forward.

    Some ways you can leverage live media:

    • Ask influencers to do product tutorials.
    • Create live webinars
    • Trim webinars into shorter clips to distribute across platforms
    • Interview experts or other influencers (live or recorded)


    Publishing live videos allows you to interact with target audiences, do Q&As in real time, etc. See, for example, Mayo Clinic’s Facebook live video featuring cardiologist Dr. Francisco Lopez-Jimenez. The live video also has Mayo Clinic responding to questions posted by viewers.




    As you can see, emotional marketing and influencer marketing are extremely beneficial for B2B companies. By making a connection between product and consumer based on feelings and experiences (emotional marketing), and building credibility and trust (influencer marketing), their product(s) will be a “need.”


    Katherine Rundell, an associate of Academized Copywriting, writes at Resume Service. As a professional writer, she writes about marketing and social media.

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