Emotion: Your #1 Digital Marketing Tool

Emotion: Your #1 Digital Marketing Tool

How does your audience feel about your brand? What emotions and feelings do they have when they think of your product or service? Asking those questions help create awareness of how others will perceive you. Tailoring your digital assets to perform well or ensuring you have great SEO on your website is only half the battle of digital marketing. Sure, you have the right pieces in place, but is the meat of your marketing enough to keep your business thriving and favorable among an audience?

Take a second and think past the scope of results and making a profit. Stop and ask yourself if your marketing is relatable to your customer. Are you making them FEEL anything?

People ignore design that ignores people. – Frank Chimero


Maximize Digital Media - Wells Fargo Ad
Wells Fargo Print Advertisement featuring a theme of ‘optimism’

Emotion should be your #1 digital marketing tool, and marketing decisions should always be made with the emotion you’re trying to evoke in mind.

At its core, your business and the problem it solves should make people feel a certain way. Honing in on what you want your clients to feel isn’t as simple as choosing “happy”. Think about this: what roots your business and what helps it grow?

For example, bank advertisements tap into feelings of confidence, optimism and friendliness. Banks want customers to feel like they’re there to help you and believe things will be okay so long as you take that first step with them. By channeling that in their advertising, they’re reaching to their audience in a relatable way.

Think about sports brands. Sports marketing strategies revolve around excitement, determination, and the risk of winning or losing. That type of advertising is bold, daring, and pulls the audience right into the action. Invite your customers to come along with you for more than just a transaction. CONNECT with them.

Think about a product that you purchase time and time again, your “old faithful”. Why do you do it? I’m fond of Dove hygiene products – but why? The reason is often attributed to a feeling. Dove products make me feel feminine, secure, and confident – three feelings that they showcase in their advertisements. (Plus, let’s be real, their products smell nice.) By creating market strategies rooted in those emotions, you can reach audiences on more than just a superficial level.

But how do you bottle emotion in advertising?

There’s no secret formula, but it’s not as complex as you may think.

  1. Identify and understand your target market.
  2. Learn their problems, pain points, fears, desires, and goals.
    • Tune into feelings like fear, loss, belonging, risk, love, confidence, and security.
  3. Tell a story that speaks to all of those things and helps build up the brand on an emotional level.
    • By using those feelings, you’ll be able to create advertisements, content, and a brand that persuades people subconsciously to take actions they may not have normally made. It’s not tricky or skeevy to use the subconscious to influence your customers. Make your emotion honest, influence for the right reasons.

Making your advertising less about your product and more about the experience your audience will have is a true, honest way to advertise. Tell a story, a personal one, that evokes a legitimate emotion.

In the above clip from the Pixar film Ratatouille, you’ll see exactly how impactful emotion is. Your goal is to evoke emotions so strongly that it brings your audience back to a specific time. Think about how many bakeries try to play off Grandma’s old recipe for cookies. It’s because it’s an experience that nearly everyone can identify with and almost always has warm, fond memories. When someone feels that, they’re more inclined to support that business to get that feeling again. It’s simple! If you create your ad campaigns and business around profit, you are in danger of slipping away from connection to manipulation.

Still not sure? Use emotions from your own stories.

Make an honest attempt to reach your clients by telling your own story. Tying in your own story brings a new transparency to your business. People root for underdogs because they see themselves in them. They see the power that other people have and feel inspired to take action themselves. By bringing some emotion from your life to your business, you’re inviting people along for your journey. You’re getting them involved before they even buy a product.

Bottom line, create marketing strategies that speak to your consumers and potential customers like they’re real humans with real feelings, memories, fears, and goals.

Cool Tools: Moat.com – Easy Ad Campaign Ideas That Work

Ad Campaign moat

Easy Ad Campaign Ideas

Moat.com – Is your ad campaign faltering? Not sure what to do next? Look no further! The Moat search engine makes it easy to find the type of banners successful businesses are running across the web.

My Ad Campaign isn’t Working..

Need campaign inspiration? Search Moat!

Need an idea for a banner ad and creatives? Yes, search Moat.

See exactly what sort of ads area being run by Groupon, Audi, Disney, Apple, Netflix, and thousands of other brands.

They have spent thousands of dollars on testing their campaigns…why not borrow from the best of the best?

If that weren’t enough…

Moat will also tell you where that ad campaign was last seen…Inside intelligence on where to place your own banner ads.

Marketing intelligence without the big time marketing budget.

Oh, I forgot to mention…it’s FREE!

Ad Campaign Metrics

Moat does have an upgrade feature for Power Marketers…they do not list pricing unless you schedule a demo. To date, I have not looked into this feature but, here is a quick snapshot of the upgrades:





So the next time you are looking for ideas and inspiration for your next online ad campaign, do a search on Moat. It will save you some time and money with your campaign.

I give this Cool Tool two thumbs up! Moat.com

Don’t have time or the expertise to run an online ad campaign? Let the experts at Maximize Digital Media take all of the stress out of your next ad campaign. We can provide strategy, market research, design, implementation, and management for Facebook and Adwords PPC campaigns. Call us for a consultation.

Facebook Advertising: how to save your money and time

Using Facebook advertising for your business can be both affordable and very beneficial for small businesses. But what are the best practices for creating these ads? What should they be directing towards? How can you get the most out of your money for your ads? This blog post is designed to answer all your questions on the anatomy of a successful ad campaign, creating targeted ads, and how to direct these ads to your business’s ultimate money maker – the landing page.


The anatomy of the ad

Ads can seem complex and challenging when dealing with marketing. Follow these quick and easy steps and you will be on your way to a successful ad campaign that we can then create into the building block for directing traffic to your landing page.


Create an Ad

This function can be found by logging into your Facebook account. Under the drop down menu next to your home button, look down the list to find the “Create an Ad” function in your menu options. This will need to be done through a personal account, not a businesses. The add will not link to your personal account.

What to Advertise

First things first: what are you advertising? Select where you are sending your users (preferably and landing page) to show Facebook what you are linking to. You can also promote events, other pages, places, blog, and more. For this purpose, we will focus on landing pages.

Pick a Goal

An essential element of any campaign is goal setting. Facebook even encourages you to do this. Select one of the options Facebook offers such as get more likes or promote page posts. You can also create your own goals by selecting the advanced options setting (this will be most beneficial for directing traffic).

Design the Ad

In 25 characters, you must create a headline. In 90 characters, you must create a description. While this may seem like a daunting task, Facebook even offers suggestions on what to write – although we recommend you rewrite it to fit your audience. It also encourages you to keep things sweet and to-the-point.

You will want to add a thumbnail image targeted towards what you are directing your users to (you may want to consider a high-resolution graphic for landing pages). Images will be displayed at 100 x 72 pixels, so keep this in mind when selecting an image. Higher res images will automatically be resized, so double check to make sure they appear clean before posting. Images also must adhere to a 20 percent wording limitation, meaning no more than 20 percent of the ad can have writing on it (this is not only logo, but also other graphic elements that may have text on it). This is helpful to know when getting your ad through the approval process.

The best part of Facebook ad campaigns? They can be updated in real-time. So if you make a grammar mistake or want to change you graphic – no worries. Facebook ads have equated for user-error.

Target your Ad

This is a big deal in ensuring you are getting the most for what you are paying Facebook ads for. Select an audience that is appropriate to what you are marketing. For instance, marketing orthopedic shoes to 18-24 year olds may not be as successful a target audience as say the older demographics. When dealing with local business, be sure to tailor your audience to a zip-code to increase awareness of your immediate community. Check out the advanced setting to even further narrowly tailor your ad reach depending on what you are trying to market. Using tools like Google can also help you think of other audiences you might not have originally thought of. Don’t be afraid to play around with several targets to see what works best for your ad.

Set the Guidelines

Facebook lets you be in control of your advertising by making it user friendly to select the who, what, when, where, why, and how of your ad campaign. Use this to your full advantage: name your campaign, select how much you want to pay, and enter your payment information. Creating several types of one ad while changing around targeting, audience, copy, or image and turning them on and off to see what works best is an excellent way to measure success. Don’t feel limited to only creating one type of ad!

How to Pay

Some companies prefer to pay by ad clicks, others in a lump daily sum. It depends on your ad spend budget and the goals you are trying to achieve. Perhaps try out one for one campaign and another option for another and compare how each campaign worked based on reach via Facebook. It is entirely up to you and your business on how (and how much) you are willing to spend on your ad campaign via social media.

Facebook Approval

Ads must be approved by Facebook and follow a guideline set forth by Facebook. Because of this, Facebook may hold your ad for a day to approve its contents after you create it. To be certain your ad meets criteria, reference the Facebook Advertising Guidelines.

Monitor your Ads

Use the Ads Manager tool to access all the ins-and-outs of how your ad is performing. You can get to your dashboard by clicking on the link on the left side of your personal Facebook account. You will find here detailed information on how your ad is being viewed on Facebook, including campaign information, budget, spending, and schedules.

Click on the specific ad campaign to have access to even more information, all displayed in charts and graphs. View ad views, reach, clicks, rate of clicks, and actions. Pay careful attention to clicks and actions since this is what you are spending your money on. To run different ads with the new changes coming to Facebook ads, you will need to adjust your ad spend on each separate ad you create – as a reminder.

You can also generate reports through the Ads Manager. This is super beneficial as it provides even more content on how your ad is performing – even monitoring who is clicking on your ad. Download it as an Excel or HTML file and use it to compare and decide how to move forward with this campaign or even your next one.

Continue to Manage Your Ads

Taking an interest in your ads even after they are working is essential. Make minor changes to your heading and text to keep it looking new and fresh. Add different graphic elements to help change it up, as well. Adjust ad spend, bids, and even your audience to help generate different results and increase your awareness and visibility.


Targeting Ads to Your Landing Page

Now that you know how to create an ad and have created one centered on your business landing page, here’s how you can get the most out of your Facebook ad spend while promoting your website.


Make sure the product and landing page correlate

What you are advertising to customers is where you should be taking them. If you are advertising a sale on shoes, your ad should redirect them to your websites sale section.

Remember Your Call To Action

This should correlate, as well. When your marketing calls for a CTA, customers should immediately land on a CTA on your landing page. Whether it’s a free download or 40 percent off, users should see exactly what they clicked on when arriving to the page to help them make a quick purchase decision.

Timing is Everything

This is a big thing in advertising: creating a sense of immediacy increases your user’s need to purchase, therefore increasing your sale. Initiating the “Hurry” on Facebook and then continuing that on your landing page will increase conversion from lead to sale.

Hit Your Target

Utilizing Facebook’s Ad Targeting options helps ensure that your ad is being seen by relevant users. Make sure your ads are appearing in front of a relevant audience to ensure you landing page is getting the right kind of traffic – the kind that converts.



Now you have the equipment you need to create the perfect ad campaign for you business on Facebook. Still need help? Contact Maximize today. With our full-service staff knowledgeable in creating effective targeted ad campaigns, we will be able to create a solution for your business.