We’re all constantly ‘switched on’ and distracted these days, aren’t we?
Scrolling through our phones, laptop by our side, loud noise everywhere.
And that makes it a real challenge to get any marketing message across effectively. Unless you understand the way people’s brains work – and form a real emotional connection.
But how does an emotional connection help you rise above other distractions – in a world that’s constantly switched on?
Well, I’ll tell you…
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How to Rise Above the Noise and Get Your Message Heard
The gift of sound and vision
Vision and sound are a gift to marketers – and they make a lasting impression. But why is that?
We know the power of video, as it has become a driving force in content marketing. According to latest statistics in The State of Video Marketing 2019 by Wyzowl, 68% of people say they’d most prefer to learn about a new product or service by watching a short video. This makes video more popular as a learning tool than text-based articles (15%), infographics (4%) presentations and pitches (4%) ebooks and manuals (3%).
However, much less conversation is devoted to the power of audio. Whether we realize it or not, we have an emotional connection through audio content, such as radio, podcasts, and even music. Music is perhaps the most subtle, least often discussed element of marketing. Yet music is a powerful tool, that, when layered with multiple elements of a marketing campaign, will help to establish an emotional connection with your audience.
Why is music important?
Music has a unique effect on our brains, especially in terms of memory. And, when it comes to your business, it’s a brilliant way to make people remember you.
Just think of all those jingles you heard right back when you were a child. You can still sing most of them now, if you’re honest. We all can…
So why does this happen?
Research shows that music activates many different centers across the brain – including the emotional ones. So it creates a stronger memory – which is, of course, very important in marketing.
It can create an immediate perception too – which is really useful in brand creation and reinforcement. Just think of all the companies who tap into this – those companies who use music to build a sense of nostalgia or excitement, for example. You remember them immediately, don’t you?
Businesses even use music with a seasonal feel to trigger the emotions we associate with Christmas, or holidays, for example. Our brains remember that pathway – and thus a great marketing campaign is born…
The popularity of podcasts, yet another form of audio content, continues to rise. Over the past four years, the number of people who listen to podcasts has nearly doubled, according to Edison Research and Triton Digital.
They’re seen as an aspirational part of today’s lifestyles – which is a great starting point in itself – for building any kind of connection. And it means using them as a marketing tool can also help demonstrate your business’s legitimacy.
In emotional terms, audio messaging calls for more concentration from your target market – or customer. And your message reaches them on a more personal level. Podcasts are often consumed on the move – through headphones – so your ‘story’ also stays with people. As long as you get it right.
If you’re thinking about how to start a podcast yourself, make sure you develop a unique message. Listen to others for inspiration, and see what resonates with you. Then, think of the best way to make your own story compelling.
When you combine sound with great visuals, you can create an even stronger picture of your brand. Using audio and video techniques also gives you instant access to enormous free traffic sources. Search engines love this kind of content! And these techniques offer two of the most cost-effective ways to promote yourself.
Users can embed your videos into their online sites and/or share the content themselves too, which helps build a ‘tribe’ of fans. As a result, this increases brand loyalty.
So, the next time you’re planning your business’s marketing strategy, don’t forget the impact of making real emotional connections. By appealing to people’s senses, via audio and video marketing, you really can rise above the noise. And get your message heard.