Have you ever wondered how some marketing gurus seem to experts in driving many sales than you? When you are getting those few clicks on your button, have you tried to imagine that these marketing gurus are naturally appear to be good at convincing prospects to buy their products at whatever price or they seem to have the magic bullet which is attracting the audience to them?
It is not that they have a solution to every problem the customer has which make people flood in their pipeline. So, how do they do it? What can you learn from them?
Well, it’s not something that needs philosophy degree; these marketing experts have invested their knowledge to incorporate psychology into their marketing efforts. They know how and when to entice their target customer, which in return, help them to create content as well as offering the best solutions their customers can’t resist.
Psychology has a significant role when it comes to the marketing campaign. Therefore, this post contains a couple of comprehensive ways marketing individuals can use psychology to drive their marketing campaigns forward.
So, What Is Marketing Psychology?
Marketing psychology, roughly defined, is how the market reflects the subsequent behaviors of the participants, which can be leveraged to increase the likelihood of clients ultimately purchasing products and subscribing to services.
So, what are these fantastic marketing tactics and how will you use them?
Compliance without pressure: The foot-in-the-door technique
This technique is commonly known as compliance without pressure: – The foot-in-the-door technique. A study done by Freedman, J. L., & Fraser, S. C. (1966) in the Journal of Personality and Social Psychology shows that once someone has agreed to a small request, he is more likely to comply with a more significant request.
They knocked on doors one by one asking the different resident if they could do something small, such as putting a sticker on their window. After a while, they went back to the exact same residents with large requests; which was related to the same issue as the previous request such as structuring a large sign on their lawn;
The experiment found out that people whom they had already approached were much more willing to agree to their large request.
So, how does this apply to marketing?
Starting small and then gradually increasing your requests to your target audience is one of the best ways to convince your customers to do subscribe to your products and services.
This technique has been witnessed in so many marketing campaigns. For instance, a non-profit organization asks merely for your email address first. Next, they keep you updated regarding their progress and events. Before you even know it, they are requesting you to donate or subscribe.
The opposite of the foot-in-the-door technique is the door-in-the-face technique. This is where, instead of starting with a small request, you start by making big.
Making a large request from the get-go may seem a sure bet until your target customers consider it as ridiculous making them turn down their interests. At this point, when you make a smaller request, the customer is more likely to agree to your smaller request since it is much less ridiculous than the large request you started off with.
Give random rewards to encourage response
Operant conditioning in psychology involves rewarding behavior to get more of that behavior. This technique helps us to learn to strengthen our behaviour by reinforcement. This can happen by associating our behaviors with different events, for example, associating going back to a restaurant with getting a free drink.
In a study done by Citation: Huitt, W., & Hummel, J. (1997), they experimented by rewarding a mouse with food in two different ways:
- Rewarding every 5th time (fixed ratio schedule).
- Rewarding randomly (variable reinforcement).
They found out that the second option (variable reinforcement) was more long-lasting and required less reinforcement (less food).
How does this apply to marketing?
Our brains crave stimulation. Therefore, we tend to want for more things whenever they are presented in a more satisfying, more interesting, or more rewarding way. Sometimes products will establish new habits to the audience just because using them makes them feel much better.
For example, you know those stamp cards that some restaurants will give you to allow you to get a free drink on the 5th time you come back to the same shop? Those cards can be sufficient to encourage and entice customers to come back. Imagine if a restaurant didn’t tell us when they are going to give us a free drink! These kinds of rewards probably make us going back as much as we could to maximize our chances of getting that free drink.
Therefore, it is advisable to have a variable reinforcement, where customers get rewarded randomly.
Create authentic connections by using emotional triggers
One of the most basic ways to increase your social media engagement is investing in connecting with your target audience. This is a neuromarketing technique which makes use of the emotional reaction that is commonly triggered when people feel connected to a certain product or service.
When people feel close to your products and services and can relate to your brand, there is a high chance they will engage with your company for the long term. To form an emotional connection with your target audience, you need to start interacting with your followers in a meaningful way.
So, how can you connect with your audience emotionally?
- Laughter and humor; laughter is one of the most effective ways of forming a strong emotional bond with your followers. You can use it along with humor to connect with your social media channels followers.
- Ask the right questions to make your audience think; another most natural way to connect emotionally and drive more engagement amongst your followers is to question them. You can ask your followers about their experiences with your brand. Asking the right questions will also help you determine some of the great topics to add to your channels.
- Speak to your target customer directly; you have probably heard about developing and maintain a voice for your brand. This voice is what you will use in your content and social media channels. These channels are personal for your followers only. Don’t speak to the masses. It is good to appeal to many, but talking to one will have a more significant effect as far as emotions are concerned.
Offer additional products or services at end of transaction
When customers proceed to checkout, they are typically more willing to take out additional purchases than when they are simply browsing. You should invest in this opportunity so that you show them some of the related products and deals that might interest them as well.
For instance, if they have a pair of t-shirts in their cart, and you have a sale of buy one pair get one half-off, it is essential to alert the customer before they place their order. If they already made the purchase, however, you can still follow up with these kinds of suggestions.
Make your audience fear missing out your products and services
The fear that we are missing out some of the services or products from a particular brand on social media is a phenomenon that is proven to exist. In fact, almost everyone has that one friend who tends to take his or her social media consumption a bit too far for fear of being left outside the loop.
The underlying foundation for this kind of behavior is the fact that we tend to experience feelings of anxiety and unease when we think about how other people are doing exciting things without us being involved in one way or another. So everybody will strive to continually be up-to-date with what is going on on social media, ensuring that they don’t miss out on a funny new meme or a video that went viral.
This tendency to regularly check our social media feeds is what makes fear of missing out a powerful marketing technique when used appropriately. It is, therefore, advisable to try to show your customers what would happen if they decide not to respond to your sales pitch instead of only concentrating on promoting the benefits of purchasing your product or service.
Leveraging psychology as a marketing tactic is one of a great way to get your brand noticed quickly among millions of possible distractions.
If you learn what is most engaging to your target customers and when they are most likely to make a purchase, you can use that knowledge to attract lots of potential customers.
Therefore, these tips can help you to learn how to appeal to the emotional and psychological needs of your customer, and leave them craving for your products; which eventually leads to high conversion rate (turning leads into potential customers).
As business owners, it is crucial to be aware of and understand this kind of information to employ quality strategies with the ultimate goal of skyrocketing your sales.