The psychology of marketing has many secrets that are applied by all the big companies and huge digital marketing agencies. Some of them can be successfully applied to even the smallest businesses that want to help their promotion. By using elements such as images, trust signals and signals for urgent action, you can develop a more powerful marketing strategy based on customer behavior. Let's look at 4 key ways you can apply marketing psychology to your own strategy.
1. Give the solution to the problem
Present your services as the solution to your customers' needs, instead of providing a list of all the positive features of your services. Focus on analyzing the outcome your customers will have after purchasing your products or services and emphasize how this choice will benefit them. Make your customers feel that you are providing them with exactly what they were looking for.
2. Use exciting images
Did you know that 90% of all data processed by the brain is visual? Our brains process images much faster than text and people often remember images longer than text. In terms of developing marketing campaigns, your images should be the focus and tell a story about your brand or services.
Some tips for using images successfully include:
- Pay attention to how "scannable" your images are. It needs to grab their attention, speak to their needs and make them want to take "action".
- Use alternative image formats to stand out from the competition. Instead of using a typical stock photo, consider creating a video, GIF or user-generated content to evoke an emotional response.
- Use real people in your images so your customers can identify with them and create a deeper connection with your brand.
3. Use social proof to mark your credibility
The social proof is the theory that customers adopt the actions or beliefs of a group of people who trust you. That is, because many people trust you, they can trust you, or because many people buy from your eshop, it would be good for them to buy from you.
Social proof is a powerful tool that you can leverage for your business. In fact, 92% of consumers are more likely to buy from a business after reading a credible review.
How you can add social proof to your marketing strategy:
- Show the number of social media followers you have, in your website blog posts.
- Post testimonials showing positive experiences with your business or products.
- Playing content created by users/fans of your company.
- Show user reviews and ratings on your site.
4. Create a sense of urgency
Have you ever gone to register for an event and seen a label that reads "Only 10 seats remain at this price. Register now!"? If so, you've experienced the principle of "scarcity". Scarcity depends on supply and demand, meaning that the rarer the content or product, the more valuable it will appear in the eyes of the consumer .
However, when approaching this idea, you need to be careful with the messages. You don't want to tell your customers that there is a limited amount of products available and that they need to buy them now. It will give the impression that you are not ready to introduce a valuable product to your industry.
Instead, use a sense of urgency by letting your customers know that due to high demand, there is limited product left and they need to act quickly to get it in time.
You can apply a sense of urgency to:
- Subject lines via email and pre-headers.
- In your social media posts with a link to take an action directly.
- In your eshop in obvious places that will attract the user's attention so that they can help your eshop to sell.
So when applying marketing psychology to your strategy, consider the following principles:
- Tell your potential customer directly what the benefits of buying your product/service will be instead of presenting its features.
- Use images of real people to create a more intense emotional response.
- Show social proof by demonstrating previous positive customer experiences.
- Create a sense of urgency in titles and content to increase your conversions.
It's about using real data to understand who your customers are and how you can meet their needs. Before applying marketing psychology to your strategy, think about what best suits your business and your target audience.