Create E-Motion: two tips that appeal to proponents of clean energy

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You can talk about the sales funnel, analysis and segmentation of the audience, but good digital marketers never forget that human communication is the heart of the mission and the mission is to move to the hearts of people. This is true if you try to To sell coffee, to perceive public opinion, vote votes or encourage residents to vote for a proposed clean energy system.

But what emotions are important? Should their marketing materials reveal the dire consequences of coal and oil power plants investigating premature births using fear as a lever? Should it focus on the benefits of wind or solar energy for the environment and quality of life, and address the reader's hope and virtue?

You could argue for one thing or another; You could make an argument for both. But leave the fear and hope aside for now. There are two emotions, let's call them emotional groups, which every clean energy campaign should strive to do in their audience about everything: trust and self-esteem.

Create a trust relationship with your audience

A big advertiser plays the ropes of the audience like a self-arming and even goes up to the sentimentality to create strong and positive associations with the brand. In the digital domain, the profit strategy is slightly different. Trust is the central emotion for the generation of digital public relations, especially for clean energy providers . Other emotions can follow and they will, but if you do not trust, you have nothing.

In terms of content marketing, it means, above all, to appreciate authenticity. Every search on Google is a question. The best SEO strategy is to discover your audience's questions and answer them precisely and precisely. Providing the digital resources that residents need is a great way to build trust. For example, a website should serve as a one-stop-shop for key statistics, answer frequently asked questions, provide instructional videos, and provide blogs. Each content influences the view of your visitor.

Take a similar approach to your social media plan. Social platforms allow you to speak and hear directly with the people you want to reach. By maintaining strict accuracy and transparency in the content of the website and social awareness, there is a solid foundation to deepen your message without scare your audience. It is important for visitors to be able to comment on your site. A quick response to these comments is a great way to build relationships and personalize your efforts.

Our agency regularly builds relationships by engaging in an online conversation. To ask a lawyer if you can "present" him on your site by quoting and borrowing your profile picture is a tactic we find useful. The self-esteem of the participant can go far. A lawyer who will now deliver your message to you is a great advantage. Their testimony not only helps to support their cause, but they are often proud of the experience and share it through their personal networks.

Help the public determine how they feel

The advent of behavioral consulting through Adwords, Facebook Ads, Twitter and the full range of digital services has created a powerful opportunity for honest persuasion. A 2016 published in the Journal of Consumer Research report entitled " A unique audience: behavioral advertising as an implicit social labels " examined four studies on the success of targeted behavioral advertising. The results were astounding: Not only the normal instructions that increases the click-through rate of 670% with respect to ads that are not digital objects, but these campaigns can change the self-image of the public.

Now, ad targeting is not magic. He will not make a carbon advocate a champion of solar energy. But the research suggests that readers interpret targeted advertising as an implicit social labels. If they are sensitive to social etiquette, they even change their own image to better fit the implication. How do the researchers know? Consumers in their studios have made purchasing decisions that match the social label included in the ad. In summary, the approach works surprisingly well.

For example, when you reach out to Facebook users who are interested in recycling, air quality, and organic materials, and spread them by encouraging them to join your advocacy group, they'll get the trick. The thumb is necessary Advertising helps the user to understand himself as the kind of person who supports clean energy. This self-awareness promotes behavior, in this case the desired click.

Social networks allow us to segment by geography, age, gender, position, behavior and / or interest. Try to link your message to potential stakeholders most likely to respond to your programming. For example, if a wind power project generated millions of dollars in tax revenues that would go to the local school districts, the potential target group would live its teachers, parent associations and teachers and parents of children in the districts.

Create trust first. Then mobilize your followers. Do these things and you will have a receptive audience for the following emotional calls. The foundations of fanatics can be used in many ways for many industries by helping to gauge the sense of community about a brand or problem, to sell products, or to put public pressure on elected representatives. Anchoring trust and self-esteem in your audience can help you get the job done.

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