Re-Optimize Old Content

Check back and give them the much-needed update on some of your old posts from time to time. Some of these may already be obsolete, requiring a more recent spin, or a new set of examples. Also, don’t forget that you may have used obsolete methods to improve old content. Make sure that you also test your on-page SEO for those old pieces.

Using LSI Keywords

To Fill in Content Gaps Latent Semantic Indexing (LSI) keywords are terms and phrases that are automatically associated with a specific topic, allowing Google to better understand your web pages and giving them meaning.

How To Transit Consumers to Brand Fans

While many people think rational thinking wins, studies show that people rely more on emotion to make purchasing decisions than on information. Human beings are by nature emotional, which means that many of our choices— from what we eat to what we buy — are affected by how we feel any day. After all, if you think logically about it, your favorite pair of shoes is essentially the same in form as thousands of other pairs, but in some way, you rationalize your favorite pair is better.

This is because we’re all morally compromised. Companies marketing efforts create a deeper connection with us and push us to fall in love with whatever they sell. Yes, 2015’s most-shared advertisements were those that used emotional content.

If you’re a marketer, you should be particularly aware of this emphasis on emotion. After all, while informing your customers about your services and products is important, making them feel something even more important.

So, if you’re ready to get touchy-feely with your advertising efforts, it’s time to start Look at the human decision-making process and how you can use it in marketing.

Dwelling into The Emotional Brain

According to Antonio Damasio, a University of Southern California professor of neuroscience, we need emotion to make practically any kind of decision. By emotions, we link interactions with brands and products to our personal feelings and memories.

For instance, if you eat a burger from a local fast-food restaurant for the first time, you’ve ended up sick for several hours, you’ll probably equate that restaurant with disgust. It doesn’t matter you might just have had a one-off bad burger; in the long run, your experience will still be affecting you.

In the same way, if you equate going to that local fast-food restaurant with enjoyable moments bonding with your kids, then you’re likely to go back and forth again and again— whether you really like the food or not. That’s because our emotions build desires that affect decision-making.

So, emotions count?

There’s a lot of core emotions there. So, should they all be appealing? Well, maybe not.

The feelings we use to make purchasing decisions using social constructs and behaviors, according to the Institute of Neuroscience and Psychology. They include:

Happiness

Sadness

Surprise / Fear

Anger / Disgust

While you undoubtedly thought that “happiness” would be an emotion that all advertisers would cater to, you might be shocked by the other choices. Nevertheless, it is important to remember that when it comes to triggering a response, negative feelings can be as intense as optimistic sentiments.

Inspirational

What motivates your target customers or inspires them? When inspired people often think differently or act differently. When someone they relate to accomplish an impossible accomplishment or overcomes an obstacle, they can feel a sense of pride. And, when they see a good deed in motion they may be persuaded.

The right story of human interest or a spokesperson who represents the brand will make the motivational approach work. Associating the brand successfully with a role model that people can believe in can also lead people to believe in your product. Gatorade and Nike have mastered this inspiring approach, using athletes like Serena Williams and Michael Jordan as brand ambassadors who inspire audiences, from, not just their looks or fame but their achievements, talents, and perseverance.

It can be amazing to develop an emotional relationship with your customers and create a halo effect for your company. Dawn platter soap has been praised as a wildlife rescue hero for washing hundreds of birds after the 2010 Gulf Coast oil spill. Consumers looked with pride at the brand for being part of the overall humanitarian response to this ecological catastrophe. Honda’s Power of Dreams campaign celebrates “people who chase their dreams with reckless abandonment and the amazing things that happen when their dreams come true.” While featuring celebrities like Amy Adams and Steve Carell, the campaign actually conveys an even richer brand story by paying tribute to Honda’s founder Soichiro Honda, whose pursuit of dreams made Honda a success.

Aspirational

campaigns build a brand identity that taps into the desires of an audience, their desire to achieve a lofty goal or to pursue a lifestyle or experience that they long for. They can strive to be financially secure, send a child to college or strike a rank vehicle on the open road.

Hermes conveys the impression in the luxury sector that its goods are intended for those who are sophisticated, worldly and appreciate fine craftsmanship. Even if you’ve never traveled the world, buying a product from Hermes shows you value worldliness in a way other people might not. Those who drive a Tesla do so as they believe in the aspirational goal of the company: “to accelerate the world’s transition to sustainable energy.”

Expressing Love

A marketing strategy that focuses on appealing to the raw and most intimate emotions of customers can transform a nameless, faceless, even seemingly soulless company into a brand with which the public can connect and care. This can even work for companies that are not necessarily persuasive or that provide a product or service that has little to separate it from the competition.

The most effective way of humanizing a product is by showing that the brand enhances, simplifies or brings joy to someone’s life. For important occasions, brands such as Pandora (jewelry) and FTD help to show those you care about. The long-running “Love— it’s what makes a Subaru, a Subaru” campaign is classic, and the “Always There” campaign by ADT promises to protect your home and help your family feel Safe. The new campaign “Safe Like a Mom” by Lysol compares mothers to wild animals who naturally safe their children from everything-even germs.

A Milestone Link

Milestones can be an opportunity to improve the bond between your brand and your customers. This year the Big Mac turned 50; Star Wars premiered 40 years ago and the Jelly giant J.M. Smucker is 120 years old and those anniversaries are being celebrated proudly by their companies. In addition, a brand should concentrate on life milestones that are significant to its audience, and build a resonant strategy. The recent return to school campaign by Oscar Meyer shows real moms thinking about the bittersweet moment of watching their children go to school for the first time and in a twist, making the children make lunch for their parents to ease the transition.

Only telling a narrative about the involvement of your brand in the lives of those who witness a milestone can be very successful. New York Life covers the first steps of an infant and promises you it will be there for “all the ups and downs of life.” And Huggies heads into the delivery room with her “Baby’s First Hug” campaign to remind new moms that kisses improve the immune systems of children.

National car brands, retailers and banks link up with their local markets through promotions featuring famous local landmarks, local schools and colleges, and sports teams from home town. Brands such as Bank of America and Target play active roles in local programs and collaborations that create better places for people to live and work. The Clif Bar sponsors several cultural and running events in the cities is a highly visible competitor throughout the United States with activities such as his mid-marathon dance parties.

Collecting such information requires some preparation on your part, but a big-brand budget is not necessarily required. Here are three ways to get inside the minds of your customers to sell them better, regardless of their size:

Step back into their shoes

Through a case study of Jhonson and Jhonson, we discovered that spending time with expectant and new moms the team was talking to them about how their days went, and what they were thinking about. We changed my diapers and served newborns in bottles. We learned what’s going to help a new mother get through her day. You can do the same with the clients by taking part in the way they live their lives.

Using social media as a method for surveying the market

Social media has given us an amazing view of our customers world, particularly those who “like” us. You will analyze comments they make about their everyday lives and create ways to improve them. Platforms such as Facebook should be used to communicate more than just the image. You can literally reach out via social media and ask customers about their lives, keeping track of the data on how they react.

Develop a strategic survey

Another option is to send a simple survey to customers which they can complete through SurveyMonkey, the survey provider. You may create personalized multiple-choice questionnaires for a small annual fee which also includes open-ended psychographic issues. You’ll be able to learn how your consumers think and feel by asking questions like: “What’s most important to you?” and “What’s your greatest fear?” Such strategies can help you to understand the feelings and attitudes of your customers through demographic lines. Understanding how they feel helps you to emotionally fulfill them, making you a more positive brand presence in their lives.