6 Powerful & Actionable Psychological Marketing Tactics
If you've been awake in the past five years, you know that we now have big data. Every time you search for something on the Internet, purchase a product or even simply open your email, you're providing valuable information about who you are and what kind of consumer needs you have.
Most marketers know that this information is important. We can use it to create segments and target audiences with more relevant messaging. But what happens when your audience doesn't want to be targeted?
In our age of hyper-sensitivity about privacy, people don't want to feel like they're being monitored and sold to at every turn - but that's exactly what big data does. As a result, people are starting to get really good at blocking out marketing messages that don't speak directly to their needs or interests.
It turns out that predicting those needs is actually much easier than most marketers think - it just requires a bit of psychology. By understanding how consumers make decisions, brands can predict what kinds of content resonates with them on an emotional level and take advantage of social triggers (i.e., word-of-mouth) that influence their purchasing decisions.
Psychology has always played a part in marketing, but now more than ever, there's a clear link between the two fields. But how can businesses use psychology methodologies to increase sales? We have some ideas for you!
1. Offer people a reward.
A reward could be anything from a free product or service to an exclusive discount code for your next purchase.
When people are rewarded for interacting with your content, they’ll be more likely to share it. Your social media content can even act as a reward in itself if it's interesting and engaging enough. Depending on what kind of business you run, you can offer both virtual rewards (like coupons and codes) and physical rewards (like samples or products).
2. Create a sense of urgency.
People are more likely to act when they believe they will miss out on something. Urgency makes people buy because it creates a fear of missing out and being left behind. Because of this, you should create a sense of urgency in your marketing strategy.
To create urgency in your social media posts, use a countdown clock. Let your fans know how much time they have to purchase the item before it is sold out or before the promotion ends. For example, if you are having an online sale, let people know how long they have to buy something with the online coupon code before the deal is over and the price goes back up.
You can also create urgency by letting people know that there are only limited quantities available for each item. Telling people that you only have 20 products left in stock will make them want to buy one while they still can!
3. Involve Your Followers.
Letting people get involved with the brand they love makes them feel empowered and connected to your brand.
A powerful way to make your customers feel special is to let them get involved with the brand they love. There are many ways of doing this, such as letting people vote on new products or designs, running contests where people can submit content (such as photos, videos or ideas), encouraging people to share their stories with your brand on social media and asking people to post reviews or testimonials on social media.
One company that does this well is Starbucks, who run a campaign called #WhiteCupContest, where fans can submit artwork for the chance to have it featured on a Starbucks cup. This kind of campaign creates a win-win situation: consumers feel like part of the band and you receive free user-generated content that promotes your brand in a creative way!
4. Give Exclusivity to Your Followers and Subscribers.
Everyone likes to be in the know and people love being the first to know things.
Why is this important? Put yourself in your customers’ shoes: what do they want from you? They want to feel like they’re special and part of an exclusive group.
When you post about a limited-time sale or event on social media, you create a sense of urgency for your followers—and for those who don’t follow you yet but are considering it. By giving them access to information before it becomes public knowledge, you create a sense of community between your business and the people who follow you.
5. Consider Personalization in Your Marketing.
Personalization makes people feel special and important, which is why it works so well. It's a subtle yet powerful way to make customers feel like they're part of something, rather than just being sold to. When you personalize your marketing messages and tailor them to specific customer needs and interests, you'll reach people in ways that are meaningful to them. You can even go as far as using tags in your emails to include their names or their locations, or sending out personalized (but automated) birthday emails.
6. Play to Emotions and Utilize Storytelling.
Emotion drives action. According to studies, emotions are known for driving action in buying decisions and tend be about 2x more influential on purchasing decisions than rational thoughts. Why is this? When you create an emotional connection with your consumers, they’ll remember the positive feelings you’ve associated with your brand. I'm sure you have heard that people buy from those they know, like, and trust.
An easy way to relate to your audience is to use storytelling in your marketing. People are wired for stories. In fact, the earliest written texts were used to record history and pass down lessons for future generations! People love to read about other people's experiences, and sharing a story helps to make people feel like they can relate to you. The goal is to tell a story that will stick with your audience long after they close the browser window or turn off their phone. Tell a story that your audience can relate to on a personal level so that it feels like part of them is in the narrative too. This will help you connect more deeply with them and encourage loyalty over time as they come back again and again seeking out your next tale--which, by extension, means more sales!
If you want to succeed in the field of marketing, then it's important (and helpful) to understand the role that psychology plays in it. After all, great marketing isn't about just throwing your product or advertisement out there and hoping for the best. It takes research, study, and understanding of how consumers think and react. Psychology is an important aspect of this process, and it's one that can't be overlooked if you want to succeed.
A lot to take in? Our strategists and designers are well versed in how to implement these strategies and have used them time and time again with great results. Book your Strategy Session today to see how we can help you grow!