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The world of marketing has evolved a lot over the past decades, especially since the digital revolution. The increase of social media platforms and blogs has revolutionised the way customers interact with brands by giving them a voice. Being able to react to advertising and to comment on a brand’s messaging has given customers an essential role in the marketing strategy of a company.

They are not the audience that receives the advertising campaign. They have become the audience that needs to be fully part of the campaign. Making your target audience feel included in your digital and interactive marketing strategies is an essential step to business success.

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The Importance of Inclusion

Inclusion is part of a natural social need that people have, which is called social recognition. It is about feeling part of a group, whether it is your community, your team, or simply a group of customers. As a result, feeling included within the marketing messaging of a company is synonymous with being emotionally heard by the company.

By opposition exclusion, even though it is often non-intentional, can make customers feel less interested in your services or products. They don’t feel that they are understood or acknowledged. Consequently, they will prefer to look for a competitor who makes them feel included.

Addressing Common Queries Increases Leads

Digital marketing, thankfully, is full of ways of creating inclusions. The easiest of all is actually to listen to what your customers are saying. If you know how search engines and search terms, you will have certainly noticed that search engine optimization experts research the common query terms used by visitors.

These terms are used to generate new content pages that can directly answer the most common questions or issues. For instance, if you own a restaurant and you find that visitors often research paleo menus, you can create a page that describes you various paleo options. Doing this will allow your website to rank higher in the search results, and consequently attract more visitors.

Meeting Digital Expectations Boosts Conversions

Your visitors are used to navigating the Internet. That’s why they have expectations about your website. They need it to be accessible from all devices , to be clear and understandable, to be easy to use, and to load fast.

Indeed, if your website doesn’t meet these criteria, visitors will be looking to interact with competitor websites that do.

So when you create your website, it is important to place yourself in the mind of your customers. Only then can you design a platform that fulfills their needs. As a rule of the thumb, websites that fail to match customer expectations experience a drop in conversions of up to 60%.

Emotional Advertising Maximises Revenues

Emotional advertising is the art of creating a marketing message that relies on emotions instead of reasoning. Emotions are the safest connector between people and brands. Emotions can generate a purchase, while an informative argument will be analysed and compared.

Consequently, brands that use emotional messaging can talk and connect with their customers rapidly and effectively. Positive emotions, such as joy, increase sharing and engagement. A sad ad content is inspiring as it pushes your customers to want to improve their ways and to purchase your services.

In short, don’t forget to talk to your customers and listen to their needs. Include them in your marketing strategy so that you can help your interaction to grow and develop. 

Talk to Me — Why Marketing Needs to Make the Audience Feel Included
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