Good marketing begins with an understanding of how people think about products and services and how they act upon those thoughts. Marketers aim to engage buyers effectively and efficiently, driving their thought processes and actions. This involves identifying trends and patterns and constantly finding ways to get into the minds of their target audience.
Luckily, psychology is around to help marketers achieve their goals through assisting customers in their buying journey and leading to more successful conversion outcomes.
Marketers can use various forms of consumer psychology to reach their desired objectives including:
- Persuasion architecture [This is designing the website or email in such a way as to persuade the buyer to make a purchase, download a whitepaper, or take some other required action.]
- Emotion-driven behavior [Have you ever gone to the store and made a purchase based on what you thought was “rational” thinking, but subconsciously the purchase was made based on an emotion? The pull on emotions is what helps buyers to rationalize their decision to purchase or download.]
- Scarcity and loss aversion [At our most basic levels, we hate pain but gravitate to pleasure. Terms such as limited availability or while supplies last or save now can help you easily achieve your goals.]
If you want to know how applying psychological theories to your marketing campaigns can drive buyer engagement and increase conversions, check out TechFunnel.com for more information.