Creating Connection...That Converts

Do you remember those ASPCA ads from the late 2000s? You know, the tear-jerkers featuring Sarah McLachlin that made you feel like you needed to adopt a dog… or else? We’ve all experienced the advertising tropes devised to convince us to do something, buy a new product or subscribe to a service (or even adopt a puppy). 

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Some make you laugh out loud. Others tug at your heartstrings. No matter the type, there’s logic and data behind the creative that forges emotional connections between your brand and your customer, ultimately driving them to action.

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Here are three tips on how you can build that consumer connection (and we’ll convince you without the use of any storytelling strategy). 

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1. Know your target audience’s pain points

The fastest way to connect with your target audience is by delivering content that speaks directly to them. Identify your customers’ pain points and plan your content strategy by helping your customers answer their problems. 

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Layer on the keywords that help your content get seen in search engines, and you’re well on your way to having a content plan that makes your brand memorable and inspires immediate trust with your prospect.

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2. Focus on interaction by customizing content

The writing is on the wall (no, not the Facebook wall) when it comes to the future of content. Between Instagram interactive filters, Snapchat gaming, LinkedIn poll features, and so much more—consumers are beginning to expect direct interaction with a business—and that applies both for B2C & B2B. 

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If you aren’t considering interactive content that can drive lead generation, you’re missing the mark—big time.

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3. Grounding efforts in a test & learn

Believe it or not, you can actually measure and predict the impact your creative will have on your target audience with the market research advancements made by tools like Monet. 

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*One more time for the people in the back!*

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If we sound like a broken record, it’s because this record is worth repeating. Everything can be tracked, traced, and measured. As you approach your content strategy, ground it in key hypotheses and assumptions that allows your content to have a true test and learn phase.

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4. Design That Shows, Not Tells

We understand how important engaging design is. It should tell a compelling story and communicate emotion. Organization of copy and messaging should also backpack off of design and layout. A well laid out design will make it so the target won’t need to work too hard, and easily absorb your message. Design that communicates is an all-important ingredient in the recipe for facilitating connection that converts.

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All in all, the goal of content is to spark a customer connection that drives action—and if your content continues to fall on deaf ears—it’s time to reposition your efforts!

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