Marketing psychology improves the performance of online marketing. Professional marketers must understand how people think and behave. Success depends on understanding what motivates an audience to buy. A basic understanding of psychology principles can help businesses reach and engage their targets in ways that result in increased sales.
Marketing Psychology: Customer Emotions
Marketing psychology influences people, so they feel good about spending money in a particular way. Sure, logic is involved, but emotions usually close the best deals because they connect at a higher level than facts can. When people become emotionally connected to something, they tend to realign their reasoning to support their feelings. Subconscious branding means that the mind will look for evidence to support beliefs. Such rationalization helps explain why marketing to emotions works so well.
Marketers who focus on tangible online metrics to guide their jobs fail to realize that emotions drive the everyday decisions. Optimizing an online presence for conversion requires the development of meaningful relationships with prospects. Such an emphasis requires a focus on emotional engagement. A marketing professional who can help an audience visualize a positive experience with a product for service has successfully created an emotional appeal for their brand.
Marketing Psychology: Highlight Value
When you use marketing psychology to connect with people emotionally, they will start looking for ways to justify their decisions. Everything a company offers must provide value to customers. When you vividly communicate the value of a product or service, you make it easy for customers to buy.
Spending the extra time upfront explaining the value of an offering pays off in the form of a short path to conversion. The strategy works best when the marketing professional can show prospects that they will gain more value than the asking price. A comparison of comparable solutions can reinforce the idea of value. Finally, the offer of a special gift or another incentive can eliminate any remaining purchasing resistance. Try a free t-shirt, an e-book, or a premium download
Marketing Psychology: Presenting the Solution
Marketing psychology boosts online marketing success when companies position their products and services as a solution to a clearly understood problem. Some people go online solely to search for solutions to the problems they have. Sometimes, people don’t even know how to describe their problem. Marketing efforts can be very effective when they first identify problems and then show how the product or service supplies the answer. A demonstration of the solution can often seal the deal.
Some problems seem more obvious than do others, so conducting thorough market research before defining a problem can help you adequately present a solution. Bellroy provides an excellent example of solution marketing by the way it markets its thin wallet. The company explains the underlying problem and then shows how its product solves it.
Market Psychology: Building Credibility
The credibility of an online marketing message supports shopper psychology. People naturally worry about their safety online and whether they might become a victim of a scam. When you make people feel comfortable, you can get them to focus on your message. Companies can promote a safe feeling by maintaining a clean and professional image. They can also provide testimonials from real satisfied customers. You should also provide multiple contact methods so that people can communicate with your company. Your website should include bios of team members, so shoppers can get to know your business on an intimate level. Also, you must ensure that you have full SSL website encryption for transactions, so people feel safe trusting you with their payment information.
Market Psychology: Leveraging Social Proof
People tend to adopt the beliefs and behaviors of the people and groups they trust. So, your marketing tactics should convey an association with trusted personalities and groups. Try getting industry leaders and market influencers to endorse your product. When you do, you give people the social proof needed to motivate them to complete a purchase. For example, Tekkers Eyewear used Instagram to boost their brand awareness and achieve first 1,000 sales. They gave free samples of their products to influencers on Instagram. They also re-posted customer images and called their audience to act. Don’t assume customers will respond to your message. Always ask them to take specific action in response to the message you presented to them.
Human emotions guide the shopping experience. The presentation of facts, Specifications, pricing and other data helps people compare products, but emotional involvement will increase the chance of them buying from you. The examples listed here form a framework that you can use to optimize your online marketing efforts for maximum conversion. Studies continue to explore the role of psychology in marketing. As you spend time understanding the way your customers think and feel, you will probably come across new ways to connect with them on an emotional level.