If you’ve ever seen an ad made by Nike, by the end of it, you'll notice you’re suddenly inspired to do something—anything. One minute, you're lounging on the couch, and the next, you're furiously cleaning your house because, well, why not?

This burst of inspiration didn't come out of nowhere. It came because Nike uses something called an emotionally resonant digital marketing strategy—a method we at Falconics have spent years perfecting. 

While not every campaign has to make people feel inspired, the key to this type of approach is to evoke any sort of feeling whether that’s leadership, fear, anger, sadness, happiness, and so on. Considering that 95% of purchasing decisions are driven by emotion, an emotionally resonant marketing strategy is something every brand needs to use to ensure success. That just makes sense, right? So, here’s how to create one. 

Step 1: Understand Your Audience

Most brands know all the basic details about their customers, like their age, gender, or location. They then use this information to build their ad copies, email campaigns, and blog posts. But here’s the problem: everyone else is doing the same thing. So, what sets you apart? Basic details don’t really help you connect on a deeper level and without a real connection, customers probably won’t make a purchase.

To truly connect with your audience, you need to know more about them. You need to understand what they care about, what they value, the problems they face, and how your brand can speak to them in a way that makes them feel that your product was designed keeping their needs in mind. A study in the Journal of Product Innovation Management found that companies that genuinely understand their customers' needs and motivations tend to create more successful products that go beyond expectations (T. Griffin & A. Hauser, 1993).

To acquire this information, you can use “Empathy Mapping”. This technique helps you step into your customers’ shoes and see the world as they do by exploring what they think, feel, see, hear, and do. For example, if you're selling project management software, you might initially assume customers are just looking to track deadlines. But, you may eventually discover they're more interested in boosting team productivity. 

Here’s how to create an Empathy Map:

• Think and Feel: What is the biggest pain point of your audience?
• See: What do they see in their industry or environment? What are the various trends or issues?
• Hear: What do they hear from colleagues, competitors, or influencers? What voices are influencing their decisions?
• Say and Do: How do they act or communicate when facing these challenges?

Step 2: Establish Your Brand’s Story and Values

Your brand story is more than the history of your company. It's about why you do what you do and how you want to make a difference in people's lives.

Start by figuring out your values—what really matters to your business. What drives you? What positive change do you want to bring to your customers? Once you have your values, build a brand story that incorporates them. Explain why you launched your product or service and what you hope to achieve. 

Using the same project management software example, you could share your own struggles with disorganized teams and missed deadlines. Explain how these experiences led you to create a tool that helps teams communicate better and get more done. 

Step 3: Create Emotionally Resonant Content

Now that you've got your brand's story, it’s time to create content that truly connects with your audience on a personal level. This includes everything from blog posts and videos to social media updates and email campaigns.

To create content that really resonates, focus on storytelling. Use real scenarios and genuine messages. Think about the emotions you want to stir in your audience. Do you want to inspire them, motivate them, or make them feel seen and understood? Use visuals, words, and experiences to spark these feelings.

For example, with your project management app, you could share stories of teams who have dramatically improved their workflow and productivity with your software. Use before-and-after scenarios and personal testimonials.

Step 4: Personalize Your Marketing Efforts

Email marketing is a great way to personalize your marketing efforts. Instead of sending the same email to everyone on your list, break your list into groups based on what they like or do. For instance, if you know some customers use your project management software for large teams and others for small projects, you can send tips and deals that suit each group's specific needs.

You can also personalize your website or app experience. You could set it up so it suggests tools or features based on what each user has done before. Say someone often works with big teams on your app; you could show them features that make handling big groups easier.

Social media is another good spot for this personal touch. When you respond to comments or messages, use people's names and bring up things they've mentioned before. This might seem like a small step but it makes a huge difference in making your brand feel more genuine.

Summary



Creating a digital marketing strategy that really resonates with your audience can transform how they connect with your brand. Start by really getting to know your audience. Then, shape your brand’s story and values into something that speaks directly to their emotions. Make your content personal—let every customer feel special and understood. This approach will help you build stronger relationships, increase engagement, and boost loyalty.

Want to take your marketing to the next level? At Falconics, we’re leaders in ERM, specifically designed for B2B SaaS companies. As industry experts, we develop strategies that help you create deeper connections with your customers. Ready to see how? Contact us today.