Marketing teams face many challenges. For one, it is your job to identify what consumers want. Once you determine the things that motivate them, your next responsibility is to figure out how your brand could make an impact that’s strong enough to elicit a response from your prospects. These things require that you understand how the human brain works and how you could use specific triggers to influence consumer’s positive attitude toward your brand.
Psychology can be a helpful tool for you as a marketer. By applying psychological strategies in your digital marketing campaigns, you have a better chance of knowing what ideas, goods, or values appeal to consumers. You could then use those insights to serve your prospects and customers better in a way that matches their preference or their status in the buying journey.
Knowing your prospects’ readiness to buy is important since you don’t want to be too pushy with someone who’s barely engaging with your brand, product, or service. What you need to do is to build trust with them step by step, similar to how clinical psychologists allow their clients or patients to warm up to them little by little through every interaction they have.
When it comes to marketing, you need to master how to deliver the right message to the right people at the right time. Psychology can provide the framework for this marketing principle. Here are a couple of examples:
· Grounded cognition in psychology refers to when you make moments as authentic and relatable as possible in order for someone to appreciate them. In the context of marketing, grounded cognition happens every time you tailor your message to whoever is receiving it. Simply put, you can’t afford to make the mistake of sending up follow-up communication to someone who has just signed up for your offer. You’ll want to reserve that kind of marketing message to inactive subscribers instead so that you could bring them back on board.
· Loss aversion in psychology pertains to the sense of regret when someone faces the prospect of losing something that’s valuable to them. This is the same logic behind reminding your prospects that they might be missing on a good deal if they don’t act on your offer at a certain point in time. They recognize the urgency, so they know they cannot waste any more time.
There are many other ways that you could employ psychology in your marketing campaigns, as you can see in this infographic.