Using Psychology to Improve Your Digital Marketing Game in 2017
In many ways, digital marketers need to be excellent psychologists. Understanding what makes people tick—what they need or desire, how they’re convinced of what they need or desire, and how to make them think that you can provide them with what they need or desire—is the key to successful marketing. Conversion rates only increase when consumers feel like you know them.
Since only 22% of businesses were happy with their conversion rates in 2016, there’s clearly some work to be done in this area.
If you’re among the 78% of businesses that would like to see better conversion rates this year, then here is some advice as to the kinds of strategies you should prioritize, and supported with evidence from psychology.
Produce More Content
Webinars and blogs which host on in-depth and authoritative discussions regarding topics relevant to your products will help build trust in your consumers. Back up what you say with plenty of evidence as well. But that’s not all—you must also be approachable, like a pal offering advice.
Psychologists’ studies show that people are more likely to perceive you as authoritative if you exhibit competence, consistency, and friendliness. Once they see you as an authority, they’re more likely to buy from you.
Use More Visuals
Memes provide quick and easy information, sometimes humorously. Infographics and videos are also very popular because they often take less time to consume than literature.
According to many psychologists, people are most likely to remember what they see or watch. If you can please their eyes and cater to their attention spans, you’ll see more consumers doing business with you.
Communicating with your consumers via email has proven to be highly effective in increasing conversion rates. Perhaps this has something to do with the fact that written (especially online) communication is often seen as a way of engaging in idle, social conversation, something that friends do—and again, you want your consumers to know that you’re friendly and that you care.
Simply put, being active on social media is indispensable, as that is how the majority of the world finds and shares information nowadays. The simple psychological fact behind this is that social media is easier, physically, mentally, and emotionally, than face-to-face interaction. You need to be where they are if you want them to see you.
Get Friendly with Smart Phones
Take pains to ensure that everything you produce can be accessed from smartphones. Many people are addicted to their smartphones, and as long as that remains true, you should use it to your advantage.
Article by Jenny Holt