Digital marketers must frequently be good psychologists to be successful. Knowing what makes people tick and how to use psychological triggers accurately may help you boost conversion rates and improve marketing outcomes.
The following are six essential psychological lessons that you should incorporate into your digital marketing plan as soon as possible to improve your results. Of course, these lessons for the improved engagement should only be used through carefully calibrated testing.
Two types of marketing strategies influence consumer buying habits:
- Rational marketing promotes the product’s quality and utility, emphasizes the benefits, and appeals to the rational or logical consumer
- Emotional marketing appeals to the sensitive or emotional consumer and focuses on tone, lighting, and mood to increase loyalty and conversions.
According to studies, consumers make purchase decisions primarily on feelings and emotions rather than a cognitive understanding of a product’s qualities and traits. Remember that customers will be more loyal to firms that inspire a positive emotional response. Use this data to create content for your content marketing strategy that:
- It Inspires piques curiosity and brings back memories
- Inspires conversations, reactions, and interactions
Apple is a great example of a corporation that taps into emotions to connect with customers and build brand loyalty. Apple’s marketing techniques frequently elicit a desire to join a lifestyle movement, to be a part of something large. When Apple joined Instagram, they launched the #ShotoniPhone campaign, which embodied those ideals. Rather than focusing on glitzy product photos, Apple wants ordinary people worldwide to contribute their iPhone photography.
The amount of micro-decisions we make in a day is mind-boggling. Visitors assess a website in 0.05 seconds, according to 2012 research, which is faster than the blink of an eye. People’s attention spans have shrunk to as little as eight seconds, according to Microsoft research from 2013.
Consequently, people prefer to ingest simple material and instinctively ignore difficult information. This is referred to as cognitive fluency.
Emojis are popular because they allow individuals to express themselves and quickly. This applies to anything from tweets to blog posts: the more understandable your material is, the more probable it is to hook and keep your audience interested.
They’ll flee at first sight of complication.
According to George Loewenstein, when individuals detect a gap between what they know and desire to know, they have a powerful emotional response.
This implies you must pique your audience’s interest and provide them with material that satisfies their thirst for knowledge. Creating strong headlines is an excellent approach to include them in your content marketing. The Coschedule headline analyzer is one of several free internet tools that might assist.
According to Grounded Cognition theory, people may experience a narrative they read, see, or hear as if it were occurring to them. It also claims that individuals have a proclivity for forgetting dry facts and numbers. Therefore, you must weave your message into a tale if you want your clients to remember it. With this in mind, you may work on your marketing brand development by:
- Interacting with your audience in a nice manner
- Telling tales that people can relate to
- Sharing a personal experience or tale
High Brew Coffee is an excellent example of a personal tale that allows viewers to relate to the brand. David Smith, the company’s creator, and his wife have revealed their tale of how they came up with their business concept. They tell the audience where it originates: a long journey across the Caribbean with their entire family.
One of the essential strategies for persuading and influencing consumers is to use social proof. It is based on the notion that individuals like imitating others’ actions. We tend to adopt the ideas or conduct of individuals we respect and admire. Use the following strategies to incorporate this knowledge into your marketing strategy:
- User-generated content, testimonials, and reviews – Influencer marketing
- Social plugins and sharing buttons
Using VWO Tools, for example, retail business AMD increased social sharing by 3600 percent. It’s a great illustration of how social proof can help with engagement and conversion.
Psychology of color
What are the chances that five people will all say the same color when asked what their favorite color is? Miniscule. That isn’t to say that consistently using color isn’t beneficial in marketing.
According to recent research, consumers appraise a new product within 90 seconds of seeing it, with color accounting for up to 90% of that judgment. So when developing websites, picking banner pictures, and preparing films, content marketers must take color into account.
Blue tones might help you gain your audience’s trust and loyalty. This interpretation is not limited to a certain location. Yellow may convey both cautions and cheerful optimism, while red expresses fire and enthusiasm.
Stick to tones of green if you want to convey a sense of reverence for nature, whereas orange conveys a sense of joy, enthusiasm, and urgency.
Using psychological theories to enhance the performance of your marketing messaging is a wonderful method to do it without using any new technology or spending a lot of money. These ideas can help you better understand your consumers and how they think and develop content that breaks through the information saturation.
However, one cannot do this by conducting random tests. Thus, using these beliefs, only calibrated experimentation and testing may enhance conversion rates.