How Emotional Engagement is a powerful driver of success for social media strategies

KEYWORDS, EXCLUSIVE OFFERS and link building: these are often terms you will hear when speaking to an affiliate marketer about how they build and sustain their online business. Other prevalent terms you may not be told include Black Hat SEO, (spam-like) email marketing and link farming.

However, when it comes to ‘social media,' it seems that gaming affiliates have only just started to explore this avenue, if at all. Social media is alive and well. We see this walking through any number of stores, with the constant reminder to ‘follow’ the brand on Twitter or ‘Like’ their Facebook page. We unknowingly participate by reading reviews, usually on our favourite social network, about the next product or service we purchase. It is fair to say, social media is here to stay.

So what does this mean to a gaming affiliate? Well, I believe there are many opportunities to be had. With the social shift, Google has adjusted it’s algorithm to suit. Social proof (or social relevance) is now accounted for. Consumer behaviour is also heavily influenced by the online sales model, meaning buying behaviours have completely evolved.

There is a golden term that, if executed properly, will make all the difference to a new or existing social media campaign:
‘Emotional Regulation’; the ability to regulate one’s emotions by initiating and adjusting the emotional feelings and reactions experienced by an individual. This is key to social media success because social media is heavily reliant on emotions.

Focusing your content, whether it be video or text, to spark an emotional connection between you (your content) and the visitor will make a dramatic difference to your results. The key is to tap the emotional field within your visitors to have them react the way you want them to when viewing your content and making a buying decision. Based on the idea that we can extract feelings that cause action, we can manipulate basic social traffic to become valuable.

Let’s break down the main strategy:

‘Social retargeting’ is very effective when using Emotional Regulation, or social media strategies. By creating a highly emotional piece of content to share, and pairing that with retargeting pixels and banners, it is possible to influence the user into responsive action.

Here is a basic strategy:

Add an infographic (being the content) to a social-ready website. Add the retargeting pixel to the infographic and lastly, add a banner with the same emotional vibe as the infographic as a follow up to the user. This strategy generally proves effective and social retargeting should be explored as much as possible in modern affiliate marketing. Other advantages of Emotional Regulation are crucial, as nothing is more effective than connecting to target customers on an emotional basis and improving results. By way of example:

• An AdSense campaign could provide huge savings in having the power of emotional control, as the targeting is more specific, retrieving a higher return.
• Effective branding plays a significant role as a direct result of the emotional connection (and the brand is visually present).
These are only a few examples, but enough to get the affiliate thinking in the direction of social media as being a notable advantage to their marketing strategy. The time is now, the tools are here, and applying these strategies will kick-start results because as said, most affiliates are simply stuck in old methods! Be the innovator, not the pioneer!

“Emotional Regulation - the ability to regulate one’s emotions by initiating and adjusting the emotional feelings and reactions experienced by an individual - is key to social media success”
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