How To Use Psychology To Improve Your Digital Marketing Campaigns

psych2

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In a World where likes and retweets are the new social currency, marketing and advertising can be an engaging way to discover which content triggers an emotional response from your customers and followers.

Throughout many industries, advertising dollars are being spent on content in hopes of conveying a message and reaching the right consumers who are prime for purchasing or engaging with your brand or business.

What is the number one factor in driving this behavior?

INFLUENCE.

Most marketers aren’t psychologists but most marketers employ a scientific method to get their desired results through testing and optimization.

Altogether, it’s up to you and your marketing team to develop the perfect formula for your company’s overall success. Below are a number of tried and true methods to get responses from your audiences. 


THE ISOLATION EFFECT

tomato

What is it?

Highlighting a single element in a group so people will pay more attention to it.

HOW TO USE IT?

  • Isolate your Call To Action button from all the other page elements.
  • Play around with the physical attributes of your CTA to make it more distinct.
  • Choose a contrasting color to make your CTA look more prominent.

 


THE ANCHORING EFFECT

anchoring

What is it?

Influencing a desired behavior or decision based on the initial piece of information presented to them.

HOW TO USE IT?

  • For items on sale, show the higher, original price first before showing the actual amount that customers will be paying.
  • Show different pricing plans from the most to the least expensive.

 


SOCIAL PROOF

socialproof

What is it?

Getting validation from community members and public.

HOW TO USE IT?

  • Feature testimonials or product reviews on your digital marketing channels.
  • Partners with influencers and bloggers to become your brand ambassadors.
  • Show your professional training and certifications.

 


LOSS AVERSION

aversion

What is it?

Losing something you value is a strong emotion compared with getting new gains.

HOW TO USE IT?

  • Use a countdown timer to show how little time is left for them.
  • Send a series of alerts to inform prospects that you’re running low on inventory.
  • Talk about the benefits of signing up for your newsletter or downloading your e-book

 


INSTANT GRATIFICATION

instantgratification

What is it?

Addressing one’s needs and wants without any delay.

HOW TO USE IT?

  • Use tools that allow customers to transact with your business in as few steps as possible.
  • Add videos or images to your blog posts to help readers consume your content fast.

 


RECIPROCITY

reciprocity

What is it?

Giving one thing and receiving something else in return.

HOW TO USE IT?

  • When prospects provide their personal data on your opt-in forms, give back something that equally valuable for them.

 


GROUNDED COGNITION

grounded cognition

What is it?

Providing someone with experiences that are as relatable and as authentic as possible.

HOW TO USE IT?

  • Tailor your content depending on where your prospects are on their buying journey.
  • Have a different set of email blast campaigns for your loyal subscribers and a seperate one for newly registered users.


THE PRIMARY EFFECT

primary

What is it?

Arranging information based on hierarchy or importance.

HOW TO USE IT?

  • Choose your keywords and meta descriptions to help people recall the most important information about your content, brand, product or service.

 


COMMITMENT AND CONSISTENCY

commitment

What is it?

Starting out with small commitments and following up with bigger comittments.

HOW TO USE IT?

  • Increase the amount or level of commitment among your audience to develop a long-lasting relationship.
  • Invest more time in providing experiences that help prospects see what value they can get in downloading your e-book, joining your webinar, or subscribing to your blog.

 


 

Sources | Infographic

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