Today more than ever, effective marketing is based on psychology. Whether using direct mail, email, or mobile, these five trends have grown in importance over the past few years. Why do these trends continue to grow? Because they work.
An effective emotional appeal to prospective customers doesn’t require you to be a psychologist. These tactics are effectively used by many savvy marketers. You can, too, with a little research and experimentation.
Understanding how and why people think and act in particular ways is a crucial part of effective marketing. Your entire marketing strategy should be based on this comprehension.
If you start by thinking about your target user when developing an infographic, your efforts will be far more successful. Why should people be interested in your infographic and who are they? In response to the infographic, what action(s) are you hoping they will take? Is development quantifiable?
1. Let your culture and personality show.
Increasingly, consumers are looking at the character and culture of a brand as much as they are products and price. Offer behind-the-scenes looks at your people and your mission. Tell stories about real people using your products. Humanize your brand.
2. Give back.
Consumers love to buy from brands that give back. There are many ways to do this, from investing in ocean clean-up to promoting social justice. Look at the meteoric rise of TOMS shoes, which donates a pair of shoes for every pair purchased. If you give back, talk about it!
3. Build brand advocates.
Consumers trust one another more than they do brands, so encourage buyers to become brand advocates and loyal customers. Encourage and incentivize them to tweet, share, and promote their favorable experiences with your products and company. What people say about you on social media matters.
4. Tell a story.
Brand storytelling is hot in marketing right now and doesn’t require words. Great images do the job, too. Nonprofits do a great job of this by printing pictures of abandoned pets or children in need on the outsides of their envelopes. You don’t need to read the copy to be convinced that you want to help.
5. Boost your use of metrics.
Incorporating metrics into your marketing proves the value you are creating for the organization. Response rates alone aren’t sufficient anymore. What is your conversion rate? Your average dollars per sale? There are many different types of metrics you can use to evaluate success. Find the ones that work for you and take advantage of them.
You must humanize your target consumer at the outset of any marketing effort. Every savvy marketer should start here. However, using marketing psychology alone won’t be sufficient. General application is never sufficient.
You should combine marketing psychology with other sensible marketing tactics for the goods or services you sell to achieve maximum success. Come at it from all sides.
The best marketing initiatives are those that are continually optimized and adjusted. Take your time setting things up. Real-world circumstances rarely allow for a general solution. In the end, it is up to you to discover your own personal success formula. What is effective for one company may not always be effective for another. Analyze your clientele, learn what they require, then decide how to best seal the sale.
Don’t worry — you don’t have to tackle all five of these marketing trends at once. Pick one that makes the most sense for you and give us a call. Let us help you get started!