Emotional content strategies can be a powerful tool for small businesses looking to connect with their audience on a deeper level. By tapping into emotions and experiences, businesses can create content that resonates with their target market, builds trust, and ultimately leads to increased customer loyalty and sales.

Here are some tips for creating emotional content for your small business:

Tell a story:

Sharing a personal story can help create an emotional connection with your audience. Whether it's a story of triumph over adversity, a funny anecdote about your business, or a touching tale of how your product changed someone's life, sharing a story can help your audience relate to your business on a more personal level.

But it's not just about telling any story. You want to make sure that the story you share is relevant to your audience and aligns with your brand values. It should be authentic and genuine, and not feel like a sales pitch. Consider the pain points and challenges that your audience may face and how your story can help them overcome these obstacles.

One company that does an excellent job of telling stories is Airbnb. They use personal stories to connect with their audience and show the impact their service has on people's lives. For example, they have a section on their website called "Stories from the Airbnb Community" where they share real-life stories from both hosts and guests. These stories not only create an emotional connection with their audience but also provide social proof of the value of their service.

On the other hand, a company that fails to tell compelling stories is a local accounting firm. Their website is filled with dry, technical language and lacks any personal stories or anecdotes. As a result, it's difficult for potential clients to feel a connection with the company or understand the benefits of their services beyond the standard industry jargon.

Focus on values:

Many people are drawn to businesses that share their values. By highlighting the values that are important to your business, such as sustainability or community involvement, you can connect with customers who share those same values.

When focusing on values, make sure you're not just paying lip service to them. You want to make sure that your business actually lives and breathes these values. Showcase how your business practices what it preaches by sharing behind-the-scenes stories or testimonials from employees or customers. This helps build trust with your audience and shows that your business is genuine in its commitment to these values.

One example of a company that successfully highlights its values is Patagonia. They are a company that prides themselves on their commitment to environmental sustainability, and they communicate this value in all aspects of their branding and marketing. For example, they have a section on their website dedicated to environmental and social responsibility, where they provide information about their supply chain and the steps they are taking to reduce their environmental impact.

In contrast, a company that lacks a clear focus on values is a fast-food chain that only seems to care about profits. Their marketing is solely focused on promoting their latest deals and promotions, with no mention of social responsibility or values that align with their target audience.

Use visuals: 

Visual content, such as images and videos, can be a powerful way to evoke emotions and connect with your audience. Consider using visuals that tell a story, such as a behind-the-scenes look at your business, or images that capture the emotion your product or service inspires.

When using visuals, make sure they align with your brand and messaging. They should also be of high quality and be able to stand alone as a piece of content. You can use tools like Canva or Adobe Spark to create stunning visuals that align with your brand.

A company that does an excellent job of using visuals is Nike. They are known for their powerful ad campaigns that use striking images to evoke emotion and connect with their audience. For example, their "Dream Crazy" campaign featured a powerful image of Colin Kaepernick with the tagline "Believe in something, even if it means sacrificing everything." This ad resonated with their audience and sparked a national conversation about social justice issues.

In contrast, a company that fails to use visuals effectively is a local insurance company that has a website filled with lengthy blocks of text and stock images that don't add any emotional impact to their message.

Share user-generated content:

Sharing content created by your customers, such as photos or reviews, can help create a sense of community and belonging. It also shows that your business cares about its customers and values their input.

To encourage user-generated content, consider running a social media contest or offering a discount in exchange for reviews. When sharing user-generated content, make sure to give credit to the original creator and use a call-to-action to encourage others to share their own content.

A company that does an excellent job of sharing user-generated content is Glossier, a beauty company. They frequently feature customer photos and testimonials on their website and social media channels, which not only creates a sense of community among their customers but also provides social proof of the quality of their products.

On the other hand, a company that fails to share user-generated content is a local auto repair shop that has a website filled with generic stock photos and no customer testimonials. As a result, it's difficult for potential customers to feel confident in their services.

Use quotes and mottos: 

Including inspiring quotes or mottos that resonate with your audience can help create an emotional connection. It shows that your business shares the same values and beliefs as your customers.

One company that does an excellent job of using quotes and mottos is Apple. They have several iconic slogans, including "Think Different" and "Designed by Apple in California," that have become synonymous with their brand. These slogans not only create an emotional connection with their audience but also communicate their brand values and unique selling propositions.

In contrast, a company that fails to use quotes and mottos effectively is a local pet store that has a generic tagline that doesn't communicate anything unique about their business. This lack of messaging makes it difficult for potential customers to understand what sets them apart from other pet stores in the area.

The bottom line

When using quotes or mottos, make sure they align with your brand and messaging. They should also be memorable and easy to remember. Consider using them in social media posts or as a call-to-action on your website.

Random Fact: Did you know that emotional content is shared more frequently on social media than any other type of content? So, by creating emotional content for your small business, you're not only connecting with your audience but also increasing your chances of being shared and reaching a wider audience.

Remember, creating emotional content isn't just about being overly sentimental or sappy. It's about connecting with your audience in a meaningful way and building a relationship based on trust and shared values. By incorporating these strategies into your content creation process, you can create a loyal following of customers who will keep coming back to your business time and time again.